Do You Have The x Factor?

Do You Have The x Factor?

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Almost by default the X factor is something you cant quite put your finger on And no, Im not talking about the TV programme (although the X factor that Simon Cowell and his cronies are searching for is perhaps a similar elusive thing were all in search of once in a while, but that still doesnt mean that I regularly sit through hours of excruciating versions of 1990s power ballads to try and spot it in the music industry!).

As an aside I much prefer the way the French describe the elusive quality, they use the far nicer term, the, je ne sais quoi, who my multi-talented, multi-lingual best man regularly defines as a quality or attribute that is difficult to describe (hinting at something to do with himself, no doubt).

But isnt that definition correct?

And if that is the case, the big question is have you ever seen a hint of the je ne sais quoi (or X factor) in what you do? Perhaps you bathe in it regularly in all you do, lets hope so!!!

One thing is for certain, you definitely know when you have it, or have done something that has a bit of je ne sais quoi about it.

Recently I sent a student of mine across to an old website of mine containing a really old bit of sales copy just to demonstrate a technique that I used to use. (Ive not used the site though for years).

And lo and behold that student ended up plugging in their full credit card details and wanted to place an order, in the full knowledge that the site was no longer operational and the product no longer available!

What makes people want to do that?!

Its a little bit like when we see a good film at the cinema we know that what were watching isnt really true, however sometimes you just cant help but get engrossed in the storyline. And feel empathy for the main characters; experience their highs, their lows, their hopes and excitement. We laugh at the right things at the right places, on occasions were even induced in to extreme sadness which can have some members of the audience in tears.

So why is it that some people can write sales pages that engage readers and lead to shed-loads (or more realistically barn-loads) of people eager to buy, but others can write a sales page that doesnt attract a single sale?

Its the same reason that differentiates the Hollywood blockbuster movie from one of those low ranking Made for TV Sky Channels.

Each could portray a virtually identical scene yet one looks cheap, produced on a budget, even a little bit amateurish, yet the other demonstrates quality, greater depth and realism?

Is it really all down to the differences in lighting, camera lens quality and the jaunty angles of Brad Pitts jaw line?

Its certainly not always to do with which is most star studded or has the biggest budget thrown at it. More often than not budget, student produced films can have that special something too, and that will be the one with the X factor.

So try reading one of your own sales letters. Does it make you eager to get your credit card out? Great! If not, perhaps it needs a little bit of that elusive je ne sais quoi, or X Factor, that were all (even Simon Cowell) trying to put our finger on.

My acid test has always been to read my own sales letter from beginning to end, and I am only happy if I want to get my credit card out and buy my own product!

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