One of my favorites, “Start With No” by the late Jim Camp, outlines a method of negotiation that centers on decision-making.
The main point being that negotiations are moved forward by effective decision-making by both parties.
The negotiator’s role is to make effective decisions and then facilitate and encourage effective decision-making on the part of his adversary.
This involves things like…
– Painting a picture of their pain
– Giving them an agenda and deadline
– Managing expectations
– Helping them understand the full weight of their decision
– Letting them be “okay”
– Giving them the right to say no
All of which he explains in much more detail in his book.
The point? Oh yes, I got carried away.
Copywriting is not much different. It is merely negotiation (or facilitating effective decision-making) in print (or pixels).
Which is why good copywriting always paints a picture of the reader’s pain, gives them the info needed to make a decision, manages their expectations, and requires a decision (without taking away their right to veto).
Anyway, enough yappings on.
If you need more tips for negotiating with your customer in print or online, you can sign up for my Golden Horde email newsletter here: www.konradholdencopywriter.com.