The brochure promoting White’s consulting services was written entirely in question and answer format. But what really caught my eye was the first Q & A in the lead:
Q: Why should I hire Sommers White?
A: Perhaps you should not.
Why is this opening so effective?
First, it is unexpected. The surprise factor gets your attention.
Second, it instantly builds White’s credibility. Obviously, here is a guy who only wants clients he can help. He won’t just take any business. He has to believe he can really help you before he will work with you. What an ethical guy!
Third, it actually enhances the desire to find out more about White and possibly hire him. It’s intriguing. Who is this man of mystery? Why is he so sure of himself that he doesn’t even want your business?
This technique of selling is called “the takeaway close.” White did not invent it, althou...(register to read more)
- The key to great inquiry fulfillment
- How to write more effective technical product brochures
- Do Metrics and Measurement Matter?
- What works best in e-mail marketing: long copy or short copy?
- The most amazing fact about fundraising can help make any direct mail promotion more successful — including yours!