Why People Buy | The Psychology of Closing the Sale

By Ben Hart

You can’t sell without knowing why people buy. I’ve compiled a list here of what I believe are the 18 top reasons driving people to buy.

1) Fear

I would argue this is the #1 motive driving people to buy.

People buy because they fear getting old, fear going broke, fear being left behind. They fear being left out. They fear death. They fear getting sick, fear going to hell, fear being alone. They fear Republicans gaining power, or they fear Democrats gaining power.

They fear the Nazis or Communists gaining power. They fear life is meaningless. They fear failure. They fear their kids won’t amount to anything. They fear being insignificant, not leaving a mark. Fear comes in all shapes, sizes, and forms. Fear is a powerful motivator causing people to buy.

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The Marketing Power of a Great Story | Or How to Write Marketing Messages People Will Never Forget

By Ben Hart

Americans today are hit with more advertising messages than ever. According to some studies, the average American today is hit with more than 21,000 advertising messages per week.

So how do you make your advertising message stand out in the midst of all that noise?

How do you get your prospects and your customers to listen to what you have to say—to stop whatever it is they are doing and pay attention to you?

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The “Law of Polarization” | Narrow is the Gate to Paradise in Direct Marketing

One of my key principles in marketing is that you will never stand alone if you stand for something.

I first discovered how true this principle was when I was a student at Dartmouth College back in the early 1980s. I was one of the very few conservative Republicans on campus at the time.

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How to Construct an Irresistible Offer

By Ben Hart

If you have no competitor, and you are selling a product that’s in high demand, you can charge almost whatever you want. Hence the $6 bucket of popcorn at the movie theater.

The theater has a captive audience (and won’t let you bring in your own popcorn). People get hungry. They will pay almost anything for the popcorn.

Most businesses don’t have that luxury. They don’t have a captive audience of very hungry people who will pay almost anything to buy some stale popcorn.

Most business have competition.

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Ben Hart Interview with Internet Marketer Marlon Sanders on How to Write Great Sales and Marketing Letters

Internet marketing giant Marlon Sanders interviews Ben Hart on how to write sales and marketing letters that bring in the money. Ben credits direct mail marketing pioneer Richard Viguerie for introducing Ben to direct marketing and teaching Ben how to write copy that gets people to pull out their checkbooks and credit cards.

Hit the audio play button below to hear this interview . . .

The All-Important First Line of Your Sales Letter

By Ben Hart

Your first line is the most important line of your sales letter after the headline.

The job of the first line is for it to be interesting enough that your reader wants to read the second line. And you need to get to the point of why your are writing immediately.

Has a salesman ever come to your door and stood there talking with you for minutes without saying why he’s there?

He asks you how you are doing. He talks about the weather. He comments on how nice your house is and how nice your kids are.

You then finally ask, “What are you selling?” . . . if you haven’t slammed the door in his face with an “I’m not interested.”

The reality is, as soon as your readers open your envelope and see your letter, they instantly know they are being pitched—sold something. And they won’t take more than about three seconds to figure out what you’ve got to sell.

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The Nine-Step Formula for Writing a Money-Making Sales Letter

By Ben Hart

A well-constructed sales letter is still the most powerful weapon in a marketer’s arsenal, because a letter allows you to make your sales presentation to thousands of people, or even millions of people, at once . . . without you ever having to leave your office or sofa. These nine rules apply both to old fashioned snail mail and letters you put on the Internet. If you follow these nine rules, your success is pretty well assured . . .

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How to Write Headlines that Get People to Read Your Ads, Sales Letters, and Marketing Materials

By Ben Hart

Headlines are absolutely essential for grabbing the attention of your reader (whether you’re writing and advertisement or a sales letter). Headlines are what people read to see if they have any interest in what you have to say.

The headline writers at the New York Post and National Inquirer are masters of the craft. People buy these newspapers entirely because of the headlines. And people read the articles because they want the details that justify such amazing headlines.

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