You’ve seen pre-packaged sandwiches.
You’ve probably eaten some.
They can be tasty or outright disgusting—but one thing is for sure:
These two white triangles in a plastic box can teach you about why people actually buy your services or products.
In pre-pre-packaged sandwich Britain, people made their own sandwiches—or had their spouse make them.
In the 80s, Marks & Spencer tested an unusual idea: Put a sandwich in a plastic box and sell it.
The idea took off: From a five-store experiment, the new item spread to 25 stores, then to 105. In one store, a 7-man sandwich-making crew put together 100 sandwiches an hour.
Over the next decades, *a lot* of money was made in the new ready-made sandwich business.
The article goes into more detail, but the central lesson for selling products and services is in the concept of the pre-packaged sandwich itself.
It’s not hard to make a sandwich.
1. Buy bread
2. Buy whatever goes on your sandwich
3. Assemble (10 secs)
The pre-packaged sandwich is nothing new—but it’s already made for you. You don’t spend a second making it.
Similarly, most info products, books and courses don’t teach anything completely new. Instead, they take the assembly work off their customer’s shoulders.
If you can deal with a bunch of “thou”s and “shalt”s, go ahead and learn persuasion from Aristotle. He wrote about it thousands of years ago.
Or get self-help from the Stoic’s long-winded thoughts.
Study Casanova for dating advice.
But rethinking century-old wisdom for your own life today? Pffft. That’s a lotta work for ya brain!
Luckily, somebody translated all the old principles for you today.
That’s why all the evergreen marketing niches will never stop coming out with new best-selling products.
Yeah, there are self-help books. But what about advice from different sources, assembled specifically for female rock climbers?
Yes, the Gary Halbert letter is out there for free, yet ambitious people (including me) spend thousands on copywriting courses—because the information is assembled for specific applications, like email copy, advertorial copy etc.
If I tried to sell my prospects Aristotle’s three modes of persuasion, they might raise an eyebrow and block my email address.
If I sell them persuasion assembled specifically for their business, they know they’re getting a good ROI and open their wallet.
Just like sandwiches, selling products and services is a matter of packaging.
Marks & Spencer wasn’t selling bread, meats, cheese and lettuce.
They were selling an effortless, quick, tasty snack.
I, as a copywriter, am not selling words on a page.
I’m selling the experience of relief from work, watching sales go up, seeing a great ROI and winning somebody to help with marketing strategy.
People don’t buy the sandwich, they buy the convenience.
And people don’t buy your products, they buy how you assembled existing skills and principles to help them with their problems.
P.S.: This post was assembled from stumbling upon the sandwich article and listening to Eugene Schwartz’s talk to Phillips publishing.