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"How to Turn the Biggest Skeptics Into Buyers"
When making a purchasing decision, people have their "rip off radars"
on high beam. They're wary and so they should be -- after all, they're
about to spend money so they want to be sure they're not going to get
ripped off, AND they want to be sure they're going to get the absolute
best return on their advertising dollar.
Anyone can claim something generates great results. And they often do.
Here are some ways to dissolve scepticism and prove your claims:
1. Testimonials
You can never underestimate the power of testimonials. Testimonials
will add enormous power to your copy. Because a 'real' third person is
backing you up, your claims have much more credibility. The best
testimonials to use are ones that tell about specific results a client
has achieved. eg.
"Our turnover has more than DOUBLED in the last financial year, during
a recession and much of that has been due to your great service."
"I lost 16 kgs in just 6 weeks and it was so easy"
2. Test results
Prove to your prospects that your product or service really works by
including any test results that prove that or position you above your
competitors. Make sure that they are independent tests so they are seen
as being reliable. Statistics can also work wonders in backing up your
claims.
3. Money back guarantee
When prospects are deciding between companies and between products
there is always a conscious or subconscious fear in the back of their
minds... a fear that they are going to be ripped off, or the product
isn't going to live up to
its promises. After all, your prospect is about to hand over money so
he/she wants to make sure it is money well spent.
There are many ways (including the ones mentioned in previous sections)
to prove to your customers the reliability and quality of your service
or product but none of them compare to offering a guarantee.
If you offer a powerful money back guarantee, you are showing your
prospect that you are willing to stand behind your product. You are
willing to put your money where your mouth is. You are willing to risk
a refund because you believe in the product so much.
You've probably seen some businesses using a half hearted approach at
offering guarantees. These simply don't work. eg. Personal service
guaranteed. A guarantee is useless unless you offer a refund or
replacement as a result of not living up to that guarantee. You need to
state these terms in your guarantee.
4. Case studies
Give an example of a before and after situation relating to one of your
clients. This helps build credibility and it also helps your reader
picture themselves owning the product.
5. Comparison chart
If the features and benefits of your product are proven to be better
than that of your competitors, use a comparison chart which illustrates
this.
Your sales arsenal
So you're about to meet with a prospective client to sell them your
products or services. You're fairly clear on what to say to them to
excite them about doing business with you but unless you're in a
position to ensure that they sign up on the spot or if there are the
minute they leave your premises.
If your prospective client needs to go back and think about your
proposition and/or if there's another decision maker involved, it's
very important that you leave them with something that will ensure they
stay excited about using your
services. Not only that, it's also important that the information they
take away helps handle any objections they may have.
*Professional looking corporate profile which gives details of your
company history, your products and services and most importantly, the
benefits of doing business with you. The more professional this
document looks, the more professional your company will look in the
eyes of your prospect.
*What clients say ... a list of testimonials with punchy headlines (the
more the better)
*Imagine getting results like these - a sharp list of results you've
achieved for clients (a paragraph or two on each one)
*Client Success Stories - This is a more comprehensive case study
document which gives a before and after picture.
*Quality colour copies of any press coverage you have received
*Frequently asked questions document which addresses the most common
objections or fears felt by prospects
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Kris Mills of Words that Sell ( http://www.wordsthatsell.com.au
)
is a top selling copywriter and respected author of numerous
publications. For more copywriting and direct marketing tips,
visit http://www.synergie.com.au/explosion.htm
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