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Issue 7 > If/then/why.

If/then/why.

Chris Haddad explains how to define what you've really got to sell (and who to sell it to) in two easy steps.

An old friend popped by today wondering how the hell he can figure out the perfect market for his product and cut to the core what the heck he's actually selling.

I gave him some advice that made his eyes light up and his teeth to shine all bright and scary. It's phenomenally, almost-stupidly simple advice, and I'm going to share it with you right now. Here's what I told him to do:

If you've spent any time reading great sales letters and marketing copy, then you've probably noticed that one particular open tends to pop up again and again and again. In fact, this is kind of the 'fall back' opening sentence that greats like John Carlton, Gary Halbert, Brian Keith Voiles, David Garfinkel and a raft of others call on when they're first cracking into a letter and putting their magic 'moneyfingers' to work.

What is it? The classic 'If (problem or desire) then this is going to be the most important letter you ever read.'

For instance:

  • 'If you've ever wanted to drive a golf ball with the explosive force of a howitzer cannon… '
  • 'If you have any interest at all in putting the real power of online video to tremendously profitable use for your business…'
  • 'If you have high blood pressure and are sick of the drugs, the pain and the fear…'

It's an amazingly versatile way to get your letter going, and to mark out to your prospects that what you're selling is really for them. But if you turn it on its head, the old 'If, then…' open is a phenomenal way to help you figure out what you're really selling and who you really should be selling it to.

Here's what I told my ski bum buddy (and what I'm going to tell you too). If you're having trouble figuring out your market, your offer or what's really unique about what you've got to sell, just play a little fill in the blank: 'If you're a (blank) who wants to (blank), then this will be the most important message you ever read.'

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