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you meet at a networking event or the beach bum in the next chaise longue? How can you start a conversation in a totally natural, familiar way that doesnÆt sound like a sales pitch to the other person, doesnÆt feel like a sales pitch to you, and yet increases your chance of getting your next referral or making your next sale? Unfortunately, there's no such thing as a magical phrase or headline that will make the other person want to buy your product or services û it just doesn't exist. What does exist, however, is an approach that will elicit interest from the other person so that he or she will want to engage you in a conversation. As a copywriter, I have adapted several copywriting styles and approaches for use in verbal conversations. Here are three of my favorites. #1 The Provocative Question Chances are, you've seen this technique on websites, flyers and direct mail. It's Copywriting for Direct Marketers 101, and it works just as powerfully in verbal conversations. In fact, it works so well that I'm surprised people don't use it more often! The best way to come up with a Provocative Question is to ask yourself the following: ôWhat question can I ask, such that the response from the other person allows me to say, 'That's what I doà'?ö The best Provocative Question pinpoints a problem or a symptom of a problem that the other person has. However, don't get trapped into thinking that the problem has to be a big, generic problem that the category as a whole solves. It can be a small but nagging problem, or even a one that people have when they deal with your competitors. Many people have a hard time coming up with Provocative Questions because, ironically, the most compelling ones are also the simplest and most obvious. Another thing that people have trouble with is answering a question with a question -- when someone asks us a question, we're wired to answer. What I am suggesting here is that you use that wiring to your advantage. Here's an example. When someone asks me what I do, I often answer back with a Provocative Question like this: "Well let me ask you a question. When you go to a networking event or when you have to introduce yourself in public, how confident are you with the way you describe your business? Almost every time, the person acknowledges that he or she doesnÆt feel confident with the way they describe their business. In that moment, I have engaged the other personÆs interest by presenting what I do in a way thatÆs personally meaningful

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