We’ve all been burnt before; having been seduced into buying something, we were left disappointed, frustrated and maybe even a little angry. It’s the same with our customers. None are virgins when it comes to being ripped off. As a marketer, as a persuader, you must never lose sight of this fact:
People are sceptical and they do NOT believe a word you say until a level of trust is reached.
Trust is the biggest barrier to any sale. This is what stands between you and the money.
Here’s a big point to keep in mind. They want to believe you; especially when your pitch is perfectly targeted. You’ve whet the prospect’s appetite and she desperately wants to believe that this time it will be different; that this time the product will be as promised and she will get the results on offer. If your copy hits her passionate sweet spot (as Carlton would say) she will suspend her disbelief and be compelled to order.
However, there is one over-riding factor burning away inside her that may stop her buying at the last moment. It’s a sales killer. A murderer of profits that must be overcome. You see, above all, she is scared about making the wrong decision. Especially if that wrong decision causes embarrassment or loss of face. It’s a powerful foe we as marketers must banish.
So, you have to tackle this head on. Proof, case studies, testimonials, guarantees, admitting slight flaws in the product, telling stories, all help build the trust needed to make the sale.
Remember, we never sell to virgins.
Our customers have been disappointed before and they expect to be disappointed again. This is what we are up against every time we make a pitch.
But it’s not insurmountable. Just keep in mind your customers are like frightened deer coming out to graze in the early morning sunshine. Any noise, anything out of place can cause them to stampede.
It’s the same with your prospects. It’s called their Bull Shit Detector and for most it’s running on high every time they think they are getting pitched. If they spot something not quite right then you’ve lost and they’re gone.
Your number one job is to build trust first, before you start selling. Keep it in mind.
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Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook