Winning The Customer Through Weakness
by Ray L. Edwards
Published on this site: June 16th, 2005 - See
more articles from this month...
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:
- Exaggerated or extravagant claims made especially in advertising
or promotional material: "It is pure hype, a gigantic PR
job"
- 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. Andbe 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:
- 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.
- 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.
- 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.)
- 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.
- 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!
Ray Edwards is a master copywriter, published author and
Internet Marketing Consultant. He can bring any dead website to
life again by writing engaging hard-working copy for you. You may
find more hard-hitting articles and more about his copywriting services
by visiting his website at http://www.webcopy-writing.com
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