蓋瑞·亥爾波特
出自 MBA智库百科(https://wiki.mbalib.com/)
目錄 |
蓋瑞·亥爾波特(Gary C.Halbert)是美國直複式營銷的奠基人，文案撰稿大師。蓋瑞·亥爾波特的郵件式銷售，同時也開創了中小企業和個人企業的營銷之路。從此以後，中小企業即使沒有品牌，沒有資金，沒有雄厚的運營實力，也依然可以憑藉著自己撰寫的銷售信，成功完成產品銷售。蓋瑞·亥爾波特曾經寫過一封“世界上最賺錢的營銷信”，這封信僅僅350個字，卻讓他賺了收回了1.78億美金，Gary Halbert從中賺了589萬美金。後來他把這封信的所有權賣給了Ancestry Search公司，作價7千萬美金。
The Most Valuable Website On the Entire Internet!
From:
Gary C. Halbert
North of Jewfish Creek
Thursday, 8:37 a.m.
Dear Friend,
I have no idea how you got to this website.
Maybe you read about it in some publication. Maybe a friend referred you to it. Perhaps you stumbled onto it by pure dumb luck.
But, however you got here, you have arrived at what is, without question, the most valuable website on the entire Internet!
Here's why: Back in September of 1986, I began publishing a newsletter cleverly called The Gary Halbert Letter. The subscription price was $195.00 per year and, with very little promotion, I soon had readers in more than 50 countries. Then, I started offering a Lifetime Subscription for $2,855.00.
And, guess what? It wasn't long until nearly all my subscribers were Lifetime Subscribers!
Since I began writing this newsletter, I have received thousands upon thousands of letters from people telling me how my newsletters have helped them make millions (sometimes tens of millions) of dollars, saved their health (and, in some cases, literally saved their lives), kept their marriages intact... and... in various other ways... improved their lives immensely.
So, I got to thinking, "Well, hell... if what I write helps people this much, it should be available to everyone... even if... they can't afford to subscribe to my newsletter." Therefore, I've put all my newsletters (with some very sparse editing) right here on this website... for... everyone in the world... to read...
- Absolutely Free!
Just click below where it says "Newsletter Menu"... then... you'll be taken to a page where you'll see a forest of envelope icons with "Headlines" on them.
Each envelope contains one issue of my newsletter. And, as you'll soon see, the subject of each individual newsletter is identified on the front of the envelope. If it looks like any particular newsletter would be of interest to you, just click on the envelope it's in... and... shazam!... the entire text of that issue will appear instantly (no downloading required) on your computer screen. You can read it on your screen, print it out and read it, schmuck it onto a floppy disk or CD... or... whatever your little heart desires.
It's 100% free. There's nothing you have to buy... and... on this website...
- You Will NEVER See A Scum-Sucking Pop-Up Ad Or A Scum-Sucking Banner Ad!
Please excuse my "French"... but... I hate those damn things.
Whatever. Anyway, I write a new issue of my newsletter approximately every 30-days... and... if you want to know immediately when a new issue is posted, just click below and send me your e-mail address. Then, I'll send you a one-line e-mail message each month telling you the brand new issue is now on the website.
It is NOT necessary for you to send me your e-mail address... but... if you do, I will never let anyone else have it... nor... will I myself use it for any reason except to let you know my newest issue has been posted on this site. You see, I hate SPAM or any other form of unsolicited e-mail almost as much as I hate banner and pop-up ads!
In any case, I hope you find as much value in these newsletters as thousands of others have.
Sincerely,
Gary C. Halbert
"The Prince Of Print"
Gary在不久前辭世了。在Gary的學生整理他生前的資料時，發現了記錄在日記本上的"失傳的5個營銷秘密"。這5 個營銷秘密從來沒有發佈過，是Gary進行營銷信寫作和營銷方案策劃的指導思想。
1.描述對方心中的渴望。
如果你不知道對方想要的是什麼，對方的渴望為何，你是無法完成銷售的。但是，即使你知道這些，卻無法使用準確有力的語言加以描繪，也同樣無法啟動對方的購買欲望。
成交的心理過程有三步:
"第一步，進入對方的世界（描繪客戶的內心）；
第二步，把客戶帶到他的世界的邊緣（引導客戶）；
第三步，將客戶帶入你的世界（實現銷售）。"
而實際上，近年來所流行的"顧問式銷售"，這是從Gary的這一條秘訣發展而來。而其中的關鍵，恰恰是第一步----用準確的語言描述對方的渴望和願景，以進入對方的世界。
2.建立強大的信賴。
沒有人會把錢交給陌生人，因為信不過。想要客戶把他的錢放入你的口袋，你需要建立強大的信賴感。建立強大的信賴感，最常見的方法有：使用客戶見證，將自己包裝成專家，使用同級別專家的見證。除了這些立竿見影的方法外，你還可以通過分步成交，完成信賴感的建立。如果你想要成交一筆金額較大的訂單，那麼不妨設計多步成交環節。
"第一步，讓對方獲得很小的代價，
就得到應有的價值，並開始獲益；
第二步，開展咨詢，為客戶使用產品提供指導；
第三步，完成全部交易。＂
這樣做的好處是，第一，你可以通過較低的金額，輕鬆完成第一筆交易，擴大前端；第二，完成交易後，你可以迅速為對方提供服務，讓客戶驗證你的誠信，享受你的價值；第三，你獲得了和客戶進行更多交流的機會，更多的交流，就意味著更多的銷售。
3.讓客戶享受你提供的價值，然後再收取回報。
我要求你，除非你能給予客戶10倍的價值，才有資格收取1倍的回報。你要設計你的營銷流程，讓客戶首先體驗到你的價值，而後再支付金錢。這樣做，你的回報將會成倍成倍的增加，因為客戶只有在獲得價值後，才支付金錢，你則將所有交易的風險都一肩承擔。你做錯了什麼，將你的客戶擋在了門外？對了，正是價值。如果你堅持先獲得回報，再提供價值，你將硬生生將潛在客戶趕出大門；而如果反過來，你不但能夠贏得失去的客戶，你也將賺的更多。
4.激活客戶的好奇心
好奇害死貓。同樣的，好奇也會促使客戶花錢購買。如果你的產品，或者你對產品的描述，可以激發客戶的好奇心，那麼你就再也不用擔心銷售了。銷售就是變魔術，一旦揭穿了謎底，儘管表演同樣精彩，光彩也將退色不少。現在，就立即修改你的廣告詞和對產品的描述，"一定要讓廣告詞像魔術、像謎語、像半裸的少女。讓客戶忍不住，想要掀開錶面，看到內在。而揭秘的代價，就是購買！"
5.你必須測試
沒有什麼放之四海而皆賺錢的策略和方法，不同產品的銷售，也要求不同營銷策略的相互組合。你必須在大規模投入之前，測試你的想法，是否真的可行。"邏輯不可信、消費心理分析不可信，成功的經驗不可信，權威的理論不可行。 "因此，你必須在啟動一個營銷策略之前，花一點時間精力甚至金錢，測試一下你的整體方案，看看客戶的反饋是否熱烈。測試將幫助你將風險降到最低。而一旦發現測試結果良好，那就盡情放大吧
好奇心購買