Once a favorite of the culinary elite, these delectable candies have made their way to the masses. They can now be found at Haagen-Dazs in salted caramel ice cream…at Starbucks in salted caramel hot chocolate…and at Wal-Mart as one of their truffle flavors.
Even President Obama swears by these sweet, buttery treats first created in Brittany, France.
Why so popular? Because they give buyers what they want most: a sweet, delicious treat with a sprinkling of salt that makes them irresistible.
As a direct marketer, I must always, always give prospects what they want most. I must never forget to answer this question in the mind of prospects who thinking about buying something I’m selling: “What in it for me?” This is the million dollar question. Answer it well, with layers and layers of reasons why, and you’re on the way to a sale.
How do you know what prospects really want most? You do tons of research on their needs and wants…interview the best prospects or best buyers if possible…review testimonials…and find out as much as you can about them. Then, you position your promotion to give them want they want most.
For example, in a promotion I wrote for a new natural pain relieving product, I knew that pain relief was the #1 need of readers. And when I discovered that the unique ingredient in this new formula gave users more pain relief, I knew I was onto something.
The headline: “The little-known, clinically proven secret that gives you 240% more pain relief than glucosamine and chondroitin!”
This headline promised to give readers want they wanted most: More relief!Bingo! This headline caught the attention of readers, and the orders poured in!
The lesson is clear: Give prospects what they want most—and they’ll buy and keep buying. Kind of like salted caramels.
