My wife and I recently relocated, which gave us the chance to consider a new option for our TV and internet. For the past several years we used Optimum but our new area was eligible to be serviced by (the often talked about) Verizon FIOS.
While speaking with the FIOS rep, I was so amazed at the fluency and persuasiveness of his script I grabbed my laptop to jot down a few lines. This is pure gold when it comes to copywriting and salesmanship.
1. “This is something to get excited about … it happens only 1 to 2 times per day.”
The rep told me that our property had a previous FIOS customer, meaning that we were eligible for a special discount because they wouldn’t have to reinstall the lines. True? I have no idea.
What I do know is this: he was telling me what to feel. Think about that phrase: “this is something to get excited about”. It’s a subtle yet effective line, especially when combined with the scarcity he alluded to (only 1 to 2 times per day). Brilliant.
2. “Cable overcharges and underdelivers, we undercharge and over-deliver. Cable gives you only 77% of the speed you pay for, we give 114% of what you pay for …”
This pits FIOS against their main competitor. The rep knew I was a previous customer of Optimum cable, and also knew that internet speed was my main priority.
The specific numbers create a wide gap. I’m no mathematician, but the gap between 77% and 114% feels significant, especially when used in tandem with the words “overcharge” and “underdeliver”.
On top of the internet speed issue, the rep further supported his claims by telling me that FIOS uses state-of-the-art digital cables whereas cable uses shoddy copper wiring from the early 1900s. Powerful comparison!
3. “When you hear people raving about FIOS internet, this is what they’re talking about.”
Here we have a subtle reference to social proof. The assumption: I’ve already heard about FIOS, I’ve heard people raving about it, and it’s connected to my #1 need: fast, reliable internet.
This is a brilliant way to work social proof into the context of a sales call, without coming off like you’re tooting your own horn.
4. “That’s going to be key for you; when you use Skype the picture will be seamless instead of frame by frame like cable.”
Again, the sales rep is building rapport with me by connecting FIOS to my primary need: internet speed. Statements like this are intended to make the customer feel as if you understand them.
In copywriting, this is what’s referred to as “joining the conversation the customer is already having in her head.” The rep was aware of my needs due to the nature of my business, and (correctly) assumed that I would care about video speed. He was right.
5. “Let me see which way would be more cost-effective …”
This line made me feel as if he was acting in my best interests, carefully searching for the right combination of channels and internet speed for our budget.
He led into this part of the conversation with a simple, “I’ve already narrowed it down to two options” referring to the two packages he was comparing. He backed up the choice by stating, “The preferred package is exactly what it says; 90% of new customers prefer this.” Again, more social proof.
You can see how he’s subtly leading me down his intended path. You might even say he was making my mind up for me, which is (honestly) what you want to do in sales and marketing copy.
Customers are rooting for you to be the solution to their problem. Well-written copy and scripts position you as the solution this without being overbearing or spammy.
How to apply this to your business:
First, take these lines and weave them into your scripts and copy. You may think these lines are pushy when you read them, but when you hear someone say them in a softer (and more helpful) tone they don’t come across that way at all. Practice vocal inflection and pacing while using these lines.
Second, take a bird’s-eye view of these quotes. Notice the natural progression, how each line builds upon the previous one. You can almost see the ebb and flow of the conversation. Write your scripts and copy the same way.
Other sales and marketing resources:
49 Email Subject Headlines: If you haven’t already, grab a (free) copy of my guide 49 Email Marketing Headlines. I admit: I’m a word nerd, and as a copywriter I’m always on the lookout to learn from others. This guide is some of my best work, and should be helpful in your email marketing.
Ray Edwards’ Copywriting Course: Ray is a master copywriter whom I’ve had the privilege of apprenticing with. He is launching a brand new copywriting course, which is a must if you want the most efficient and effective training to writing words that result in profit.
The Sales Evangelist Podcast with Donald Kelly: this is one of my favorite podcasts on sales (it’s been featured on Entrepreneur and the Huffington Post). If you’ve never met Donald, you’ll have the opportunity to at this year’s Podcast Movement conference in Dallas, where he’ll be sharing his expertise (and infectious personality) as a speaker and event host.
Which of these sales copy lines did you find most effective? How will you take action in applying these techniques to your business? Leave a comment below and let’s chat.
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