Quick Turn Marketing International, Ltd.
Question: Dan, how to deal with ultra skeptical offline or be it Internet surfers in order to reassure them and get them to happily open up their wallets?
I like that “happily open up their wallets”! Your customer should be happy to open his/her wallet. When business is done right, everybody wins and nobody loses. You”re happy to make a sale and your customer is happy to be getting a good value for the money.
Here”re a “small” list of things you can do to remove skepticism.
* Use testimonials
* Show a photo of yourself
* Show a photo of your products
* Show a photo of your office
* State your complete address and contact information
* Use testimonials (Again!)
* Use flash audio buttons on your website
* Do an audio introduction
* Speak their language. (This goes back to understanding of your target market.
* If you”re selling to golfer, there are buzzwords and “in-speak” that is specific to their game. Use those in your sales letter.)
* Understand their hot buttons and push them hard. When you hit them on the right spots, a lot of them will simply ignore the skepticism.
* If you”re selling moneymaking staff, see if you can prove your claims by showing bank statements, checks… etc.
* Write down every single possible objection your prospects might have, and address, confront, and annihilate EACH one of the objections in your sales letter. (Common objections include: I don”t need your stuff, I don”t have money, I don”t have to act now, etc)
* Offer a money-back guarantee and HONOR it
* Use testimonials (This is not a joke, you can never have too many testimonials)
* Tell a story in your sales letter. (People may mistrust a sales pitch, but they never doubt a story.)
* Create a killer order form. When they should be pushing hard to close, most copywriters weaken in the order form. You need to sell as hard on your order form as throughout your sales letter.
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