A common copy blunder is avoiding the uncomfortable.

It’s related to our direct response copy rule: preemptive advertising.

And it’s especially self-evident in lead generation conversion campaigns.

After you generate a lead, then what?

You close the sale. It seems like obvious advice, but I’ve seen so many marketers who forget this simple rule by avoiding the uncomfortable.

Many marketers make this terrible marketing blunder on the follow-up and they act as if they’re trying to generate leads all over again.

They do this because they forget a key copy rule for closing a sale: overcome objections.

One of the major reasons the copy in a follow-up kit, conversion series, or sales-conversion video is different than prospecting copy is because when you’re trying to convince somebody to make a buying decision, you need to answer their objections and questions in a powerful way. You need preemptive copy to win the sales.

Not answering their questions will lead to a breakdown in generating sales. It’s marketing death.

All questions in a prospect’s mind need to be addressed. Salesmen know this in face-to-face meetings. You need to be honest with your prospect by confronting these hard questions at the right time. This, in turn, increases your response, trust and profits.

You need to be able to anticipate all possible questions that could slow down or destroy the sale.

You also need to answer the most difficult questions that they may not even ask you.

For example, one of my clients sells money management service. Here are the client’s secret questions that are never asked: “Am I ever going to do see my money again?” “Are you honest?” “Will you steal it?” “Will you be a Bernie Madoff?” “Will you lose my money?”

A powerful follow-up kit and conversion series will answer these questions; especially knowing that they’re burning in the back of the prospect’s mind.

It’s simple: Answered questions lead to increased sales.

And don’t forget that your sales presentation needs to use direct response copy. It needs to follow the direct response rules for successful tactics and strategy.

Part of your success is going to be because you confronted the uncomfortable with direct response sales copy.

If you would like me to take a look at your presentation and give a free critique, I would be glad to do so. Convincing a prospect is hard for an organization. You’re too close to see the weakness. But that is why my copy team is trained to do so. Give us a call at 615-933-4647 or email Craig at craig@cdmginc.com to discuss how we can help you.

Need a list of “direct response copy rules”?

Check out Craig Huey’s book, The New Multichannel, Integrated Marketing: 28 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now, where you’ll find everything you need to know now about creating a profitable, accountable marketing campaign using today’s cutting-edge strategies.