Not that you should care…
But my favorite all-time movie — by FAR — is “Batman Begins.”
There are many, many reasons for this outside my pathetic geeky fanboy Batman comic book collection.
One of which is all the cool selling lessons in it.
Such as (for example) the pacing of the movie being a perfect sales letter “template.”
Or the way Batman makes “offers”.
Or how having a burning hot mission in life can help you move mountains. (And the irrational things people will do to get what they want.)
And so on and so forth.
But you know what?
The best sales lesson (IMHO) comes from one of the villains (Crime Boss Falcon Maroni) when he says:
Why is this a powerful sales lesson?
Because (at least in the business-to-business “make moolah” niches) this is what almost EVERYONE gets wrong.
Hey, it’s something I used to get wrong BIG TIME myself.
If you look at most of the sales letters and ads all they talk about is how much moolah you’ll make if you buy such-and-such a product.
BZZZT!
Wrong-o.
Money is almost NEVER the main hot button for anyone.
What all those smackeroos can DO for people are the REAL hot buttons.
Like time freedom, the ability to “get back” at someone who said they’d be a failure their whole lives (huge hot button), humiliating their competition, etc.
Crime Boss Maroni didn’t really care about having more moolah.
What he wanted was favors.
What do YOUR prospects really want?
It’s different for everyone.
And this is why researching your market is so ultra important.
It’s also why the “A” list copywriters I interviewed for The Copywriting Grab Bag (Doug D’Anna & David Deutsch) harped on the market, the market, the market — and not so much “technique”.
Powerful stuff when you understand what people REALLY want.
Ben Settle
P.S. OK, this will be the last time I speaketh of this:
The Copywriting Grab Bag price is going up sometime this weekend.
Frankly, I may just do it tonight to get it over with (it’s kind of a pain to change everything sometimes.)
Whatever the case, if you want “in” on this resource that’s been praised by some of the Internet’s most **respected** marketers & copywriters — like Terry Dean, Ken McCarthy, Ray Edwards, Ryan Healy, and more — before the price goes up, skootch on over to:
