We All Want What We Can’t Have… The POWER Of Take Away Selling
As Dan Kennedy so aptly said: “No one wants to see the man at the bottom of the mountain.”
It’s your duty as an entrepreneur to be the guy or gal at the top of the mountain. How do you do this? Well there’s a variety of things you can do. But for our purposes here, it boils down to how you position yourself. How easy it is to get to you determines your value to the marketplace. The less time there is of you to get, the more people will want it, the more they’ll desire you and what you offer.
Remember, we all want what we can’t have.
It’s the old SUPPLY versus DEMAND. In the consulting field, where I spend time each week, and also in the copywriting business, there is a strict limit on availability. I’m only one person and can only handle a certain number of clients. And with many years under my belt I’ve got a good name in the industry… meaning the demand for my services far outstrips the supply.
This in turn leads to bigger fees and better clients.
You get to deal with the players of your market and I’ll tell you from experience, most times real players are a pleasure to have as clients. It’s usually the low-end of your market that causes you the most problems.
Take Away Selling is the term Dan Kennedy coined to describe this. The underlying principle of Take Away Selling is supply and demand. But also the willingness to disqualify in order to get the highly qualified, high-end of your market.
So the language you use to your market, whether on the phone, in your sales copy, your newsletter, in networking situations and so on, should be of scarcity… of the limited supply of what you have to offer versus the overwhelming demand. It should become a habit, in-grained deep into your pores, so you automatically think and behave this way.
Below I have given you two ways that illustrate the language of the Take Away Sell and how you can incorporate it into your copy.
“Not For Everyone”: This is a great take away line and it’s all about positioning. Here’s what you do. You take the prospect to the edge, you work him up into a slather; his emotions are running HOT and he wants your damn product now. He may not be happy with you at this moment, he may even resent you bringing all this stuff to his attention, but he wants your product (or service).
You then tell him who should not buy your product. You tell him it’s not for everyone. You list some reasons, one after another, of all the kinds of people you don’t want as customers.
And guess what?
He’s silently selling himself now. He’s reading all the people who shouldn’t reply and he’s saying this ain’t me. He’s unconsciously talking himself into the sale! By disqualifying like this, you offend a few but you attract better clients. I love this click. And most times, if I can find a way to use it, I will! It’s classic “Take-Away Selling” and if you want to get real good at this I suggest you study the master himself, Dan Kennedy.
Example of “Not For Everyone” click…
EXAMPLE STARTS:
Also, I want to make this clear. This opportunity is NOT for everyone. If you’re not willing to make this opportunity work, to put the effort in now so you can reap the rewards down the track, then please don’t reply. I’ll be too busy helping genuine members succeed. And if you’re looking for a get-rich-quick scheme where you can sit back and get me to do all the work for you … then think again. It’s not going to happen. And once again, I’ll be far too busy helping genuine members reach their goals. But if you are motivated, honest and willing to work in your own business on your own schedule then I urge you to call me now on…
EXAMPLE FINISHES:
Understand this: When you take it away from them, they only want it more! Remember, we all want what we can’t have and the grass is always greener on the other side of the fence.
“Greener Pastures” is one powerful click you shouldn’t neglect in your copy.
Another example of take away language is the “Makes no difference to me” click we copywriters sometimes use. This is really ballsy copy so you must use this click with care. You could easily offend your readers. You simply tell your prospects that it’s not going to make any difference to you one way or another if they don’t buy. You’ve got to be careful here. You don’t want to push it too far and rub their noses in it… you just let them know that with or without their order it won’t affect your finances one bit.
Example of “Makes No Difference To Me” click…
EXAMPLE STARTS:
And look, whether you buy today or not makes no difference to me. I’ll still be eating lobster tonight regardless. But it WILL make a BIG difference to your future…
EXAMPLE FINISHES:
Use this one with extreme caution but in certain cases it is warranted and it does make an impact on your prospect. Your language is coming from a position of power, not of need, and this gives you tremendous leverage.
P.S. If you want to fast-track the implementation of your sales and marketing and get more sales enquiries within the next 42 Days call now 1300 887 865 (int +61 7 5630 1155) or email: customers@crocodilemarketing.com) and ask about the Crocodile Implementation Club.
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