How much did I vary my approach? Less than you might think. I started with five thoughts.  

1.I had to explain how it was different and better. So I explained how the two engines (rather than three or four) made it more economical.

2. I had to overcome objections. So I explained how these engines were just as safe — you could land with just one functioning.

3. I had to remember that people would be buying it. So I went about appealing to human emotions.

4. I had to remember that there would be many decision-makers. So I bore that in mind in my copy.

5. I had to remember decisions on expensive purchases take a long time. You don’t get up one morning and say “I think I’ll buy an Airbus”. So I didn’t say “buy now while stocks last”.

So, yes, high-ticket items are indeed different. But you are still just selling. Just use common sense and adapt your approach to how people buy — the process.

Besides the fact that you often have several decision-makers, and that they all have different motivations which you must address with differing messages, there is one very significant difference.

Long copy or short?

1. Good, long copy almost invariably beats short copy, anyhow. But this is particularly true when things cost a lot.
2. Their sales process began with a one-page letter. So I rewrote it. When I had finished, it was four pages long.
3. Here’s the rub though: they said they wouldn’t send it out as “nobody will read a four-page letter”. But we persevered, and they reluctantly agreed to send it.
4. The result? Response tripled and sales doubled. You see, when you are asking people to spend substantial amounts, their neck is on the line – they’d read a book on the subject if they could find one.  

Use individual sales points intelligently

1. Write a letter or email/landing page that encompasses all the points. If you miss any one out, you are missing a potential sale from readers who might be motivated by it.  

2. Make sure you overcome all reasonable objections and fears. Again, any one omitted can lose you a sale.  

3. Break the individual topics down into a logical sequence, then use them as the openings to a series of helpful messages to prospects. These can be letters, White Papers — whatever.