How to Sell a Chair

You’re lucky.

I was going to write you a long winded message I that I penned a few days ago, but when I looked at it just now, I decided to scrap it.

Instead, let me show how great, or even decent copywriting can make a world of difference in your business…

True Story:

I had a chair for sale on Craigslist. Sat there for something like seven months. Here’s what the ad said:

“Gorgeous, Comfy, Brown Leather Executive Chair”

Got maybe one or two calls, over seven months. No matter how many times I renewed the ad. Nothing. Dead.

Then on Friday, I saw it “with fresh eyes” and it dawned on me – wrong perspective, wrong story. No wonder it wasn’t moving…

So here’s what I changed it to:

“Executive Chair, All Leather In Excellent Condition”

In 24 hours I had it sold, with two backups.

Completely different story, and it struck the nerve I was looking for (finally!)

So how does your messaging affect the perceived value in the mind of your buyer? Which buyers, or non-buyers, are you attracting with your message?

It’s all in the copy. Like the difference between a one dollar bill and a one hundred dollar bill. Just a few words and numerals different, right?

Moral of the story: Pay serious attention to your messaging, get your sales copy working for you and good things will happen.

Study Halbert, Kennedy, Carlton, Bencivenga (You know who else I think is good, though not known for it, is Perry Marshall) and all the other direct response guys. Practice it, use it.

Or if you don’t have the time, develop relationships with world class copywriters and pay them to do it for you, or at least help you get it right. It’s a small investment that can pay big rewards over time.

To your continued success,


By the way, what if you could add a six or even seven figure revenue stream to your existing business without adding a single client, customer or patient? Too good to be true? See for yourself in this eye-opening webinar, Tuesday, October 25, 12:30pm MT. Click here for details.