by Eo Lim
Have you ever faced this situation before?
Imagine this.
Salesman A sells you an expensive vacuum cleaner.
He spends an hour telling you the benefits of his product.
He further boasts his product is the best. He shows the
features clearly to you. super long extendable hose. power
drive motor. extreme low energy consumption. etc.
This salesman virtually uses powerful words to trigger you
psychologically to open your wallet. And, he offers full
money refund, 3 years warranty and no-questions-asked
conditions
This seems to be the best offer that knocks your socks off.
But, you hesitate. You want to think about it.
Another salesman, Mr. B, comes few days later. He sells the
same product to you.
Mr. B does almost the same thing as salesman A. But, this
time he shows the weakness of the product. He emphasizes the
weakness is not really important. The product is designed to
compensate it.
Who will you buy from?
If I were you, I would buy from Mr. B.
On the surface, it looks like a pathetic move by him. But,
it strikes our hearts. We're looking for honesty.
See now?
The legendary adman James Webb Young did this before.
He sold fruits by mail. Let me tell you his story.
There was a violent hailstorm nearly ruined an apple-growing
season. The ice pellets hit the apples bruising and scarring
the skins.
Young feared massive complaints and returns if he shipped
those apples to his mail-order customers. His business would
be destroyed if he didn't fulfil the order. The customers
would ask for refund.
In fact, there were only cosmetic damages. The skins were
discoloured. But, this didn't affect the freshness of the
fruit.
To solve the problem, Young included a pre-printed card in
every order.
He honestly told the customers that the apples were scarred.
He further assured that this was the proof that apples were
grown at mountain where extreme cold caused hailstorms. Due
to the weather, the fleshes of apples were firm and sweeter.
According to Young, not a single order was returned. In
fact, the customers even requested scarred apples the
following year.
Isn't it interesting human behaviour?
Yes. Honesty does sell!
How can you use this to your advantage?
Let me give you an example.
If you're selling hand-made violin on the Internet, how can
you beat your competitors?
You must show your prospects that yours are not as perfect
as those machine-made violins.
Honestly tell them this.
Occasionally, there're some scratches on the surface. The
tune of each string is also not calibrated by computer. The
worst is that every violin doesn't come with perfectly equal
size and sound.
But I assure you that this is the proof of violin make by
experienced craftsmen and monitored by best violinists.
That makes each violin authentic and unique. It has the
character that you can't get from machine-made violins.
This is how you use this strategy.
Whether you honestly or deceitfully show your honesty, it
doesn't matter. The sad truth is that people can be
persuaded to buy when you intentionally expose the weakness
of your product.
Unfortunately, many marketers rarely do it. Most are
educated to show only benefits-loaded sales messages to
prospects. It is especially overdone in the Internet.
This is your chance now! Be different and be more empathic
to customer influence.
Just pick one weakness of your product. Talk about it
frankly in your marketing. Show how the weakness is not an
important issue and is compensated by the strength.
This is how you make more sales. You appear to be weak yet
you're strong.
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Eo Lim has helped many businesspeople succeed online
using the revolutionary P.E.R.F.E.C.T. writing
formula. Visit his site to find out how you can get a free
consultation: http://www.EoLim.com
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