How a copywriter should handle cross selling

Ivan Levison — Copywriter
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

July, 2005
Volume: 20 Number: 7

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How a copywriter should handle cross selling
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To say that I'm not handy around the house is a huge
understatement.

Which is why, from time to time, I call on Mr. Handyman
-- a home maintenance and repair franchise operation
that's a godsend for someone like me.

I recently had a few things around the house that needed
doing, so I called for an appointment. Mr. Handyman
showed up on time, did the work well, and that was that.
Or so I thought.

Some weeks after the work was completed I received a
flyer in the mail from Mr. Handyman that was absolutely
first-rate and illustrates perfectly how to "cross sell"
effectively and profitably. Before we analyze the piece,
let's ask the important question . . .

What exactly IS cross selling?

Cross selling is a way to increase sales by actively
offering RELATED products or services to prospects.

The classic cross sell takes place at the fast food
joint. You order a burger and are immediately asked
"Fries with that?" Maybe you weren't thinking of ordering
fries but you reflexively say "Yes." KerCHING!

NOTE: Managers of fast food restaurants who don't train
their crews to ask "Fries with that?" and "What will you
have to drink?" should be forced to eat junk food
forever. They are literally leaving money on the table.

For another example of cross selling, check out
Amazon.com. When you search for a book on a given
subject, you are automatically shown a list of related
titles that "Customers expressed interest in." Can you
imagine how many extra books Amazon sells because it
AUTOMATICALLY CROSS SELLS EVERY SINGLE PROSPECT?!

And now, back to my friend Mr. Handyman. If you want to
see how this forward-looking franchise company cross
sells THEIR customers, check out the Mr. Handyman flyer
that I've posted (with their kind permission) on my Web
site. You'll find it at:

www.levison.com/handy.html

As you can see, Mr. Handyman isn't waiting patiently and
passively for my faucets to start dripping again. The
company is taking the initiative and proactively cross
selling products -- not just their repair service. And
what a nice job they do! Here are some thoughts about
their flyer:

*** Look at the headline and subheadline: "Products for
the home. Delivered and installed by Mr. Handyman." They
are explicitly offering what my buddy Geoffrey A. Moore
calls "the whole product solution." Mr. Handyman makes it
so easy to say "Yes."

*** The snipe that says "Great Gift Ideas!" is itself a
great idea. Maybe I don't want their products but I might
want to GIVE their products to someone else. They're
broadening my options and opening me up to other
purchasing possibilities.

*** Look how clean, attractive, and appealing the graphic
design is. A wonderful job. Whoever designed this really
knows what they're doing. (Do YOUR collateral materials
look as sharp as this? They should.)

*** Notice the third page with the headline, "For all
your home repairs!" Mr. Handyman hasn't forgotten to
remind the prospect of the company's core competency.
Sure. They're trying to cross sell you products, but they
also remind you of the service they're known for.

The takeaway message this month?

It's important to always be on the lookout for cross
selling opportunities that can boost sales. McDonald's
does it. Amazon does it. Mr. Handyman does it. And you
can do it too!

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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