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Home::Copywriting

Winning The Customer Through Weakness

Author : Ray L. Edwards

There is a saying in my country that goes something like this:
"A fisherman never says that his fish is bad!" But should he if
he wants to make more sales?

"Hype" has become a word that many online marketers are shying
away from. Yet each person has his or her own definition of what
constitutes hype. I just typed in the word "hype" at Answers.com
and here are two definitions that the dictionary returned:

1. Exaggerated or extravagant claims made especially in
advertising or promotional material: "It is pure hype, a
gigantic PR job" 2. Something deliberately misleading; a
deception: " [He] says that there isn't any energy crisis at
all, that it's all a hype, to maintain outrageous profits for
the oil companies"

Even from those two definitions we see that one indicates
exaggeration which makes up the figure of speech called a
hyperbole and the other suggests deliberate deception.

I think that most marketers will want to shy away from deceiving
their prospects. From that perspective 'hype' will not just be
wrong but unethical.

But what most people see as 'hype' normally involves a
high-pressure direct selling sales letter that uses many
superlatives and promises much more than the product or service
can deliver. For example, to make the purchaser rich overnight
with little effort on their part and instant success and
gratification.

This style of writing has become so popular on the internet that
most people have become immune to such letters. The kind of
sales copy that now stands out is the one that is more
down-to-earth and shows a human side. By 'human side' I mean
openly admitting to the downside or faults of your wares.

This of course is a counterintuitive approach. Who wants to
admit that they are selling 'faulty' products? In fact, the real
purpose of a sales letter is to get a sale not to drive people
away. So, if logic and common sense hold true, you should show
all the great benefits that your product or service offers. And
be silent about the weaknesses.

But a big issue especially on the internet is a matter of
credibility. And when you are willing to say that your product
or service is not the perfect solution then your credibility
just shoots through the roof! You become believable and
transparent and it shows that you have nothing to hide.

In other words, it's when you are weak that you are strong.
Those words are taken from the Bible story about Paul who prayed
to God to take away his "thorn in the flesh" . His request
wasn't granted but instead he was told that he is stronger when
he is weaker. You see Paul was such a " perfect" Christian that
he needed something to remind him that he was still human.

There is something interesting I realize about the American
public. They are willing to forgive you of the most serous
blunders whether public or private � if you admit to them. But
if you are found out while trying to hide these 'imperfections'
then the public and media will rip you apart.

The same will happen in your marketing as well. If you admit to
the weaknesses of your products then you WILL make more sales.
Let us look at some ways in which you can do this:

A. This one is obvious but you should still say that your
product is not for everyone and then define your market. This
works to build exclusivity for your product and at the same time
show that you are not trying to sell to the entire world.

B. Admit that there may be better products than yours but they
are more expensive. You can then show that yours will be a
bargain for the price.

C. Instead of pretending to be a "guru", state that you are just
starting out and that's why you are so reasonable in your fees.
(If this is the case.)

D. Be honest about the 'average results' that your product
brings to your customer. It's customary to show your best
results in the testimonials you use with that disclaimer tucked
in fine print at the end: 'these results are not typical'. Since
the law requires this why not just be upfront about it.

E. Always under-promise and over-deliver! This will be
appreciated by your prospects every time.

There is a period just after placing an order when your
customers go through a moment of regret and psychological
dissonance. "Was I foolish to make this purchase? Did I pay a
fair price? I wonder if this will really work?" (That's why you
should always follow up a sale with a note of thanks for the
purchase. This will help to reassure the new customer during
this critical period.)

But if you promise more than you could deliver then this period
of regret will lead into a request for a refund or even worse-a
lost customer for life. On the other hand, if you deliver more
than you promised then the customers feel smart about their
decision and for 'discovering' you. You'll have a customer for
life!

So even if your "fish" is perfect maybe you should sell your
customers on them being just 'great' and allow the customers to
discover that your fish is really perfect.

You'll catch more customers in the process � and maybe more fish
too!

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