What Claude Hopkins Can Teach You About Selling Domain names...
You may not know who Claude Hopkins is yet... If you could have the Father of modern advertising Claude Hopkins sit down with you and show you how to easily sell domain names, what would he say? I am not him but I have studied every word he wrote over the last 15 years, I think what you will discover is what he would tell you to do.
Writing a direct response sales letters may be one of the hardest tasks that one has to do in when it comes to domain names. This is probably one of the reasons so many domain sellers fail. Writing a great sales letter that sells thousands or even millions of dollars of domain names, products and services may seem to some, to be an impossible unreachable goal.
Research is the first and most important step before writing your first word.
Before there was ever a sparkle in anyone persons imagination of communicating as we did in the later part of the twentieth century, with 54K modems or even our now high speed cable and satellite services, blue tooth and wireless connections there were catalogs, specialized newsletters, news papers and radio.
Even before television there was one man that shattered traditions and broke sales records through sales letters for many brands we know today, such as the Campbell soup company.
The First Step To Selling Any Domain Name
Claude Hopkins, the father of modern advertising as we know him today was hired by Schlitz beer to craft an ad campaign that would rescue the company from its slump in the beer market. Schlitz at the time was running about fifteenth in beer sales and was in deep trouble.
Hopkins went to visit the brewery in Wisconsin. He needed to research more about Schlitz brewing process. Hopkins knew that it was impossible to sell without a thorough knowledge of the product. After the tour he ask the board at Schlitz, Why don’t you tell people about all these steps you are taking to brew your beer?
Schlitz’s response was all breweries brew there beer about the same way.
Claude countered with this remark.
"The first one to tell the public about this process will gain a big advantage with the market."
Claude Hopkins, launched a major ad campaign for Schlitz that described in detail the company’s step-by-step, brewing process for making there beer. The campaign was so successful, within six months; Schlitz beer went from number fifteen to the number the one beer in America.
Today, there is not much discussion about the importance of research. This may be the reason why many marketing campaigns fail. Whether your selling a domain name, physical product, a service or digital one doesn't matter.
Domain brokers on Warrior Plus have missed this important step in my opinion. There sales letters are boring, dull, and don't pitch any benefits at all for purchasing the domain name they are trying to pitch too.
But at least they have a sales message where many other domain investors just try to sale through domain parking as depicted by the image above from BlogStreet .com which is parked at Sedo and selling for over $4,000.
Let me ask, would you be open to purchase "blogstreet" for the price they want? For me there really isn't any benefit to purchasing it. But to a domain investor that has done their research this domain is a gold mine.
Why? Because they are looking to buy a domain that is old and has built in traffic. For the average domain seller who buys domains to flip I suspect they would try to sale it for a lot less and be very happy.
What about the prospect? Let's take look at the gambling niche for a moment.If you ran across a betting site let's say, (and I am going to pick on Solo Ads King, for the moment...)
you want to sell a bundle of 3 domains and we will call the bundle full circle betting. You couldn't sale these as a bundle on a parking page. You would have to write a sales letter, right? of course you would.
So our first step is ...
How to Research Our Domain names
Approaching research requires the same steps for most writers.
- Know your product. For a writer to produce good a DM sales letter one needs to understand the product inside and out or it is going to show.
- What interest you the most about this product? This is a great time to do some brainstorming, mind maps, decision trees, and feature writing. Have a little fun doing this step.
- Conduct an interview session. Claude Hopkins traveled all the way to Schlitz brewery to interview and research more about his client and subject. An example of main questions to answer are:
- What is in it for your prospect?
- How can this benefit them?
- Why should I buy from you? (There should be a way to stand out from your competition. This is where good hard core research comes in to play.)
- Why should I pay the price you are asking for?
- What is your guarantee?
- How old is the domain?
- What exactly do I get when I buy your domain name?
- The biggest objection I have about this domain is…
- The biggest question I have about this domain is…
- what is he biggest benefit your proct will get by purchasing your domain name?
By interviewing yourself and researching to find these answers, your sales letter will practically write itself!
Just in case you were wondering about the full circle betting bundle... Here is how I would present it.
Do you see the difference?
One needs to find the answer in research and position their offer with benefits, benefits and more benefits.
The moral of this story was to show you with just a little research, you can find the hidden gem that lies within any domain name, product and service. Once you have done all the research, your copy pretty much will write itself.
I would like to think, when Claude Hopkins walked out of that brewery, he had a little smirk on his face knowing that his campaign was already written and all he had to do was take Action.
Are you ready to take action with your own domain name sales letter?
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This is what Claude Hopkins can teach you about selling domain names. .
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