Advertising & Sales
October 5, 2014
By Jerry Bellune
Mastering the Nod Factor
My first real sales job was selling life insurance.
At least the first one I thought of as “paid sales.”
My father paid me to cut grass and other chores.
Subscribers on my newspaper route paid me, too.
In bagging and toting groceries, I got tips.
But selling insurance was really a step up.
My mentor taught me the ropes.
I would get an appointment with a family friend.
He and I would talk with them in their kitchens.
He’d close the sale. We’d split the commission.
One lesson he taught me was the Nod Factor.
You ask the prospect a series of agreeable questions.
“Wouldn’t you feel better if your family is protected?”
Of course, they would nod. Who wouldn’t?
“Would you like for your children to go to college?”
They would nod again. This was easier than I thought.
Just ask questions they will find agreeable.
He would then present a low-cost insurance solution.
They usually bought. Sale closed, we would go home.
Ace copywriter Drayton Bird advises this in ads, too.
The Nod Factor measures good advertising copy.
You write what people cannot disagree with.
Something unquestionably true to get your first nod.
Then say something else they will agree with.
That gets you your second nod. Then a third.
When they agree repeatedly, they continue agreeing.
You’re building a relationship of trust.
You want them to nod all the way to the order.
Don’t think you can write effective ad copy?
Think again. It isn’t as difficult as you may think.
Think of that in planning your next ad campaign.
What can you ask that will get them to nodding?
This is the path to writing powerful advertising copy.
For more from Drayton Bird, read his newsletter.
You can sign up at DraytonBird.com
Recommended reading
Ever wonder “What It Costs to Be the Boss”?
It costs a lot — but the payoff is incredible.
My new book is about leadership in business.
It gives you a blueprint for success.
For a copy, email me at [email protected]
Next: Keep your eyes open.
© 2014 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. Requests for permission to reprint or circulate may be obtained by emailing [email protected]
