Page 62 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

Secret #1: Reveal the Business Nobody Knows 31

long ad. But as the great copywriter Claude Hopkins
declared in his famous 1923 book, Scientific Advertising:
“People are not apt to read successive advertisements
on any single line, no more than you read a news item
twice, or a story. So present to the reader, when once you
get him, every important claim you have.”

In 1952 Barton advised the New York Stock Exchange
to “find some way to translate their story into terms
of human life and the reader’s self-interest.” He also
suggested that the stock exchange reveal its business
by pointing out that it had 600 listed firms and 1,300
members in 73 cities and that it was a money-saving
institution.

Barton was encouraging his clients to tell their whole
story. He knew people would be understanding if you
explained your business. “Reveal the business nobody
knows” by telling people what you are all about. You
still have to be brief, clear, and interesting, of course. But
if you tell your story, you will win more loyal customers
than if you don’t.

Look at it this way:
If I tell you I charge $2,500 an hour for my services,
you might wince.
But if I explain that I require that fee because of my
education, experience, and expenses; because of the
personalized, rare service I deliver; and because of how
much money I can help make for you, then you would
feel better about my fee.
Why? Since you now have an explanation of why I
charge what I do, you are more likely to accept the fee.
People are logical and emotional. You have to appeal
to both sides to capture their loyalty.