Selling a massage in Kerala
21 Feb
Kem Che!
I recorded a quick mp3 on my iPhone from Thekkady, Kerala, India….about selling.
This is something I wish I knew YEARS ago:
Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
(if play button doesn’t work, here’s the direct MP3 link (4 mb’s):
http://www.kopywritingkourse.com/audio/kerala-selling.mp3
FYI…. As I type this, I discovered that literally thousands of ants have occupied my hotel bathroom, and now I have to change rooms. India!
What a great example of AIDA in action! Thanks for sharing.
Thanks Estarmir…..you can probably see it all around you if you look closely!
Thanks so much for sharing this Neville.
It reminds me a bit of Roberto Cialdini who says that losing something is a much more powerful emotional trigger than gaining something.
Perhaps that’s also a reason why it works to start with everything for the most expensive package and then take away things one by one.
Have fun over there in India!
Namaste brother.
It’s funny because I KNOW this point about marketing…..but it worked sooooo damn well on me anyhow!
This is great man! I’ve listened to it 3 times and emailed it to a client who offers silver, gold, bronze, etc packages.
Enjoy your time India.
Thanks for sharing it man!
I’m sure your client can pick up at least one lesson from it :-)
Hello Nev,
I also use AIDA, not in copywriting, but to help people better build their website.
Very nice human and universal technique.
Just to know that, it is possible to apply in a lot of sector and win a lot of money.
Jeremy,
Yes…it’s a great outline for selling anything
I did this when I worked sales too. My takeaway was:
1. Talk benefits not features
- Apple says you could hold a thousand songs in your pocket. Not here’s 8 gigs, 16, etc.
2. Start out with the highest priced item
- Victoria Secret has a $18million diamond-studded bra. Not because anyone would actually buy it. But because their $300 bras look inexpensive in comparison, besides that it’s good PR or bragging rights.
3. Don’t confuse the customer with too many options
- In Neville’s case, he took away benefits.
- But to customers that shop by price-point and you present a $599 Toshiba laptop, a $599 Samsung laptop and a $1200 Macbook Pro, even if the customer desires to buy the Macbook Pro, he’d be appealed by the lower two options, and confused over which one to pick (given that they’re both comparable). A lot of startups make this mistake in their subscription packages.
P.S. Neville – Bring me back a lungi!
great example
Hey Neville,
Excellent reminder. The version I was taught – AIDAS – included the ‘S’ for Satisfaction to give the campaign legs by encouraging loyalty, word of mouth, and repeat business.
Neal
My girlfriend and I have just got back from India! We were in Kerala only last week! Nice post :-) Hope you aren’t getting bitten to death, I’m still finding bites!
Not wanting to give something up is a major topic in Barry Schwartz’s book The Paradox of Choice – Why More Is Less. We will go to much greater length to NOT lose something than we will to gain something similar.
Second Point – A Deluxe massage for about 36 bucks! Sweet!
How’s your hand?
Definitely a great example of selling and conversion. Love it. I was born in Trivandrum, Kerala. Beautiful place. Enjoy your trip.
Anybody have a link to a great example of a company that’s doing what Neville’s talking about?
This is “Good, Better, Best” options in reverse order and is far more compelling due to the “take away” aspect. dig it.
http://www.fastcompany.com/3006111/creative-conversations/confessions-conference-crasher
Saw this and thought of you…although your reversible jacket and wine glass were MUCH more smooth & you didn’t have to steal anyone’s identity…you could just be yourself. Mad props :)
But how was the massage? :)
A W E S O M E
Neville you did it again!! i can use this i know it in my regular business. I have been struggling to find a way to see how i could use the Kopywriting Kourse AIDA formula and now you made it possible. Keep up the work man.
Thank you.!!!