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People still seem to ignore their readers.

Abraham Maslow once commented, “If all you have is a hammer, everything looks like a nail.” Abraham Maslow may have been a psychologist, but he probably knew more about copywriting and particularly selling than what most people cared to admit.

Even now, most of the copy I critique disobey this important rule the most. Their sales message doesn’t communicate with their readers, particularly at THEIR level. Now, I’m not talking about a socioeconomic or educational level. I’m talking about the level at which they understand and, above all, make buying decisions.

They fail to use what I call “upwords.”

It’s an acronym that means…

“Universal Picture Words Or Relatable, Descriptive Sentences.”

Upwords are words that paint vivid pictures in the mind, or expressions that describe an idea to which the mind of your reader (or prospect) can relate to.

I once took a communications course in which I discovered an interesting example of the way the mind works. As part of a given lesson, a videotape was shown of a televised newscast during which a journalist was about to give a live report on a fire that was devastating a large forest.

The news anchor in the television newsroom said: “We now take you to Sally Smith, who’s in the station’s helicopter flying above the scene of the fire.” He then turned around to face the background screen, which showed a live bird’s-eye view of the raging fire.

He asked: “Tell us, Sally, how big is the fire?”

In a voice partially drowned by the whizzing sound of helicopter blades, Sally reports: “John, it’s so big, it’s covering well over 140 acres of land — now that’s about 200 football fields back-to-back for you and me.”

As you can see, people think in pictures, not in words and certainly not in numbers (unless it is told to do exactly that). The mind hates confusion. It will naturally translate words or phrases into a visual equivalent.

For instance, if I told you to think of a garbage can, you’re not going to think of the letters “G,” “A,” “R,” etc. Your mind will automatically visualize some sort of garbage can.

Microsoft and MacIntosh dominate the marketplace in operating systems because, rather than typing some elaborate command for your computer to execute, you can simply use your mouse, point to an icon that represents the command (or program) and click.

Icons represent commands, which are translated into programs (i.e., codes or languages) that the computer understands. In the same way, the mind works very much like a computer does.

People who know little about computers will likely have a difficult time understanding the various written commands, scripts and codes that the computer needs to process. But on the other hand, most of use can easily identify the icons that symbolize them.

Similarly, the brain instantly translates the information it receives into something it can easily understand and execute — something it already knows and can easily refer to. Albeit a quick one, there is always a translation process going on. And we must be aware of that.

The challenge facing marketers is certainly that of ensuring that their copy communicates effectively to its audience, especially when communicating the benefits of an offer is at the heart of making profitable sales. The “big test,” therefore, is to put ourselves in our reader’s shoes.

It is important to communicate using a language that people in your target market can easily understand and appreciate. It is Mark Twain who once said, “Numbers don’t stick in the mind; pictures do.” So, the more you use upwords in your copy, the more your reader will not only grasp what you’re trying to convey but also appreciate it at a more intimate level.

And THAT is the level I was referring to, earlier.

Upwords are words and phrases that help messages to be easily read, understood and interpreted by the majority of the people to whom the message is targeted, like with the use of mental imagery, examples, analogies, metaphors, picture words, etc.

For example, a challenge among cosmetic surgeons is the fact that people will call for a quote over the phone when a doctor needs to see the patient beforehand to make an assessment.

But obviously, cosmetic surgery is an uncommon process. People don’t understand why doctors can’t simply give out quotes over the phone.

So, I tell doctors to use a more common approach, such as cosmetic dentistry, for example, as an analogy. Why? Because unlike cosmetic surgery, most people have had their teeth done at some point. Their brains have something it can remember, picture and relate to.

So when asked for a quote over the phone, doctors will say: “Just like a dentist, I can’t give an estimate over the phone without any X-rays of your teeth” or “without the knowledge of how many cavities you really have.”

Marketers are certainly in a similar position. Many tend to communicate in a language that only a few understand. If you’re a programmer selling your services to business owners, and your copy is laced with technical jargon that only geeks will understand, you will obviously do very poorly.

You must therefore mold your message in a way that it can be easily understood by your target market. Speak their language!

If your market consists of artists, use art examples. If your market consists of managers, use business analogies. For example, you sell customer service consulting to florists.

You can say: “Clients are like fresh-cut roses; they need to be handled efficiently. But if handled improperly, they can prick your business or simply wilt away.”

Here’s a recent example.

One website I recently critiqued sold “microdermabrasion” skincare lotion. It’s a facial scrub that smoothes away wrinkles. But the problem is the fact that she only used the term “microdermabrasion.” However, nobody understood that. The only benefit mentioned was “skin regeneration.”

So I realized that her lotion offers three main benefits.

It reduces the appearance of wrinkles,
It comes in a easy-to-use homecare kit,
And it’s gentle on skin, or “pH balanced.”
But these are NOT benefits let alone ideas her target market can easily appreciate. Granted, they may understand what these are, and they likely understand what “microdermabrasion” is. But they don’t understand what those benefits are at an intimate level. So, I told her to change it to:

“Reverse the aging process and give your skin a youthful radiance with our non-acidic, non-greasy facelift in a jar! Imagine, no inconvenient clinics. No risks associated with harsh chemicals peels or injections. No costly doctors or surgeries. Get beautiful skin in hours in the comfort of your own home! It’s like the power of a sandblaster applied with the gentleness of velvet glove!”

Of course, there are many more ways of applying upwords to your sales copy. Here are some brief examples of how to mold your message in order to communicate more effectively …

1) Repetitious Words

As the adage goes, “Repetition is the parent of learning.” Repetition aids comprehension and increases retention, especially of complex or critical ideas. But the objective is not to repeat the same words over and over. It’s to use different examples to illustrate your point and drive the idea home.

To that end, substitute certain words with synonyms and add new pieces of information each time the idea is repeated. Here’s an example to show you. In order to drive the idea that privacy policies on a website help to increase sales, it can be repeated with:

“Privacy policies promote purchases,”
“Privacy statements increase sales,”
“Confidentiality is a key to online success,”
“Posting a privacy policy is profitable,” etc.
2) Emotional Words

Again, words are not messages in themselves. They are symbols. Different words mean different things to different people. As such, they can be interpreted differently. While several words can be used to communicate a single message, your choice of words is the most important decision you will ever make. Words can actually alter the impact of your message. For example:

Instead of “cost,” say “investment,”
Instead of beautiful “teeth,” say beautiful “smiles,”
Instead of “skinny,” say “slim” or “slender,”
Instead of “products” or “services,” say “solutions,”
Instead of “cost-effective,” say “return on investment,”
And instead of “house,” say “home.”
3) Positive Words

As my friend and copywriter, Rachel McAlpine, often says, “Avoid using negative words — say what it is, not what it isn’t.” I agree. Rachel is absolutely right on the money.

Maxwell Maltz, who wrote the bestseller “Psycho-Cybernetics,” states that the brain is a goal-seeking organ. It needs a goal in order to function. For example, if I told you to NOT think of a white carnation, you will have hard time since your brain needs a goal. It will naturally picture what it is supposed to avoid. The mind needs a reference point. A visual equivalent.

On the other hand, if I asked you to think of a pink carnation instead of a white one, you will think of a pink carnation. (And you won’t think of a white one!) I gave your mind a goal rather than taking one away from it.

By stating what something isn’t can be counterproductive since it is still directing the mind, albeit in the opposite way. If I told you that dental work is painless for example, you’ll still focus on the word “pain” in “painless.”

Here are some examples of using positive words:

Instead of saying “inexpensive,” say “economical,”
Instead of saying “this procedure is painless,” say “there’s little discomfort” or “it’s relatively comfortable,”
And instead of saying “this software is error-free” or “foolproof,” say “this software is consistent” or “stable.”
One of the most negative words we use is the word “but.” “Buts” can turn any message, which in essence may be positive, into a negative. Plus, a statement followed by the word “but” subtly communicates to others that what was said up to that point was a lie and what follows is the truth.

Do you remember when a former girlfriend or boyfriend dumped you? They probably said: “You’re a really nice guy and I really like going out with you, but…” (I’m sure you know the rest.) Consequently, leave the “but” out. Rather, use “and” and then focus on the positive.

For example, you’re a website designer. Instead of saying to your client, “It’s a great website but expensive,” say “it’s a great website AND worth every cent.” Instead of, “it’s a great website but it’s going to take at least a month to create it,” say “it’s a great website AND it will only take thirty days to get it up and running.” Can you see the difference?

We all come from different backgrounds. Each individual has a unique education, experience and environment. They all condition our thinking. So use analogies, metaphors and imagery in your copy that will make your message easier to grasp by that person’s set of circumstances.

As Jack Trout once said…

“A word is worth a thousand pictures.”

Written by: Music Video Codes

Instantly, you could feel the company close the blinds, withdraw, becoming more insular, more self-protective.

Anyone who called that firm and asked, “How late are you open?” was suspect. Why do you want to know? Who are you? Are you watching us, plotting our patterns?

It was never easy getting the basic intelligence that every salesperson needs, but post 9-11, it became even more daunting. Secretaries became sentries. Voice mail perimeters were erected, everywhere.

Although it has been years since that terrible event, the barriers still exist. Is there any hope for the salesperson that needs to gather information before approaching a prospect?

Happily, there is, but we need to follow new rules, taking better measures in communicating that we’re not a threat.

In the old days, we could call and ask, “Who handles the placement of your advertising, there?” and we’d receive a name, right away, and we’d probably be put through. Today, we’re likely to hear a variant of, “Who wants to know?”

So, the key is to volunteer information, before requesting it.

“Hello, this is Gary Goodman, President of Customersatisfaction.com. What’s the name, again, of the person who handles the placement of your advertising, you know…?”

This says, here I am, you should know me, I deserve to be told, so don’t hassle me. And it does it, in one very economical phrase.

Crafting a better way of getting through screening and voice mail is essential if we want to penetrate Fortress America.

Later articles in this series will show you even more ways of doing it.

Dr. Gary S. Goodman, President of Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service. A frequent guest on radio and television, worldwide, Gary’s programs are offered by UCLA Extension and by numerous universities, trade associations, and other organizations in the United States and abroad. Gary is headquartered in Glendale, California. He can be reached at (818) 243-7338 or at: gary@customersatisfaction.com

I prepared by interviewing their best salespeople. One memorable producer was very insightful when it came to defining who makes a great customer:

“People in pain,” he said, quite assuredly.

I asked him to elaborate and he defined these as folks who have a problem and they simply must solve it, now.

His job is to get them to feel their pain, strongly, and then to put them out of their misery with a half-million dollar suite of products and services.

This is one of the best definitions I’ve come across for who is worth paying attention to, as a prospect. If someone is in pain, and he knows it, that’s ideal. If he doesn’t know it, and you can get him to realize it, efficiently, then it’s the next best thing.

But if you can’t get him to feel any pain, there’s no motivation to buy.

Lots of prospects that we might define as needy are in denial.

They just don’t want to believe they have a problem that requires a solution. If you do a check-up from the neck-up, they’re as good as dead.

Try to remember these five requirements for having a qualified prospect:

(1) They have a need.

(2) They feel its importance.

(3) They have the authority to address it.

(4) They have the money and can spend the money to address it.

(5) They’re willing to accept our help.

The top sales gun at Xerox was referring to numbers (1) and (2). Prospects must have a need and perceive its importance.

But (3), (4), and (5) also have to be in place.

Please don’t underestimate the significance of (5). Potential buyers must be open to the idea of receiving your help. You could be trying to sell into a company that for political reasons, can’t award a contract to anyone other than a local person, or to a first cousin.

Why work your way through the first four items, only to be blocked from getting the deal? For instance, as a consultant I have talked with prospects that had a need, appreciated its importance, had the budget and authority to solve it, but that didn’t want outside help.

So, depending on what you sell, you might want to juggle around the order of your qualifying questions to place (5) higher up.

Knowing who qualifies as a customer is crucial to your success as a salesperson.

Minimally, there has to be pain, for you to gain!

Dr. Gary S. Goodman, President of Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC’s Annenberg School, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com.

Nothing can waste a builder or remodeler’s time more than spending it on a lead who may not be serious about going ahead with the project. Nothing can eat up a builder or remodeler’s profits more than get into a bidding war where quality falls victim to lowest price.

However “dealing” with this type of lead can mean many things…from eliminating the lead as quickly as possible, to qualifying the lead, to converting the lead from a ‘price-shopper’ to a ‘quality-shopper.’ (Can’t be done, you say?)

One remodeler I spoke with swears by his system of weeding out tire-kickers in less than ten minutes, over the phone, with five simple questions.

(For access to all 10 interviews, they’re freely available via a short, 2-question survey at http://www.SuccessfulHomeBuilders.com/ipodcontest)

Weeding Out Tire-Kickers in Less Than 10-minutes…

Greg Schnarr has been in business for more than 20 years and his company, Schnarr Craftsmen, has won the local best renovation award three times out of the last four years. He knows a thing or two about which sales leads to follow earnestly…and which to let go.

“When we get a sales lead we have a form we fill in,” says Greg. “Some of the questions on the form can make the customer a little uncomfortable, but we find if they’re serious they’ll answer the questions honestly.”

The questions? Five important ones:

1) How long have they lived in their house?
2) How long have they been thinking about doing this project?
3) How much are they planning to spend?
4) When do they plan to start the work?
5) Are they getting any other bids, and how many?

What’s the Most Important Question of All?

According to Greg, the most important question is #3 — what’s your budget? “Our time is very valuable, and I consider their time to be valuable as well,” Greg states. “If they’re not willing to talk budget, we certainly wouldn’t go any further.”

Even though Greg found this an uncomfortable question to start asking his leads (and, sometimes, the most uncomfortable question for his leads to answer), it was necessary to qualify his leads better.

“It really is one that needs to be asked,” Greg affirms. “Before we started qualifying leads we really wasted a lot of time going out to see people who just had no clue of what things cost.” Now Greg eliminates about 50% of his leads with these questions. Where would you rather spend your time…10 minutes on the phone, or an hour (or more) with an unqualified lead?

However, Greg applies good ol’ business sense to his system. “If it’s a referral from a past customer, you might follow that lead a little harder than somebody who got your name from the Yellow Pages.”

How to Apply Greg’s System in Your Business…

Asking these questions is simple to implement in any builder or remodeler’s business. Equally important is tracking the results.

How many leads did you disqualify (and are those leads coming from one primary source)? Of the leads you “kept”, how many turned into good, profitable clients? Of the ones that were less than stellar, are there any common traits that’ll allow you to quickly identify them in the future?

The great thing about Greg’s system is it not only helps in dealing with ‘tire-kickers’, it becomes a continuous improvement tool highlighting where the profitable vs. the time-wasting leads are coming from!

Start asking the five questions Greg uses, so you can spend less time on dead-end leads, and more time on profitable clients!

For FREE access to all 10 audio interviews in the “10-Minute Solutions to Deal with Tire-Kickers and Price-Shoppers” series, go to http://www.SuccessfulHomeBuilders.com/ipodcontest

Brett Martinson is a professional coach and consultant, helping professional builders and renovators compete against low-priced, low-quality competition (and lowering your price ISN’T the answer…)

In addition to that, the cost can be very variable and can be absorbed by the actual sales revenue as it’s produced, as opposed to being up front, fixed and unavoidable when you deploy a direct field sales team or inside sales team.

One of the biggest mistakes that companies make when they deploy a third party channels however, is to think that the companies that they sign up are going to do the work on their own without any support from you. One of the things that we’ve seen over and over again as companies spend a huge amount of resource and effort to go start, create, deploy third party system integrated value added reseller networks but they don’t provide any resources, any management, any support to them after they come on board. If your company is thinking about deploying those kinds of third party distribution channels one of the hidden costs associated with that which you want to make sure that you factor in, in addition to discounts and commissions that you’re going to pay, is the amount of sales support, distribution, product support, technical support that you’re going to need to proactively supply to those resellers in order to make sure that they’re optimized in their sales performance for you.

A lot of companies think that if they can sign up a network of system integrators and resellers they’ll go sell on their own. But the fact is, when the distribution channel of the ones that provide active support in the form of lead generation, in the form of sales support, and in the form of technical support training for their reseller, they gain active share from their resellers, so their resellers are thinking about promoting their products verses their competition. All sorts of incentives, rewards and recognition programs are available to be put in place just as you would put in place for your direct fields sales team if you were to have a direct sales force.

The rule of thumb that I’ve found is treat your resellers and third party distributions channels just as if they were your own employees. Understand how to motivate them, how to get to know them, create relationships with them, spend time with them in the field, make sure that they have the resources and support in order to be effective at their job and you can win the distribution channel and get them selling for you. If you think that you’re going to get something for nothing from third party distribution channels, you’re probably wrong. The fact is, nothing is free in sales and it certainly implies to the notion of third party distribution channels. We’ll talk in subsequent articles about how you can actually improve the management you sell through using some basic techniques of channel management.

About Cube Management:

Cube Management provides sales acceleration services to emerging growth and mid-market companies in the technology, manufacturing, healthcare and business service sectors. The experts at Cube Management work across the entire spectrum of marketing, sales and business development to provide customized solutions that drive revenue and profit growth. Cube Management combines Strategy, Process & People to produce winning results.

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