Welcome to PROFIT MAKER OCTOBER 2ND 2004 issue
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{ARTICLE 2.}
 

 

Make More Sales By Airing Your Dirty Laundry

by Clifford Mee

(c) Clifford Mee - All Rights Reserved
    http://www.MarketingPersuasion.com
----------------------------------------------------------

There's an old saying, "Don't air your dirty laundry".

If you're selling any product or service either online or 
offline this is horrible advice.

You see sooner or later, your customers are going to find 
out the negative aspects of your product. Call it karma if 
you like, but they will.  

And when they discover it, at the very least you'll lose 
credibility, generate higher refunds and lose customers for 
life. At the worst your business reputation will get 
entirely trashed.

This doesn't even take into account your prospects. If your 
product raises objections with actual customers you can be 
sure  your prospects will pick up on them too. 

This is not voodoo. Every point of sale has a vibe. People 
pick up things unconsciously. If they get an adverse feeling 
then they back out and you lose another sale.

So what's the answer? 

Air your dirty laundry. In fact be proud of it! 

If you point out any problems upfront then you're in 
control. 

Let me give you an example...

A friend of mine recently tried to sell his treasured 
classic car. Unfortunately after test driving it nobody 
would offer him anything near what he thought it was worth. 

He came to me for advice. I asked him what were the things 
he loved about the car and if it had any quirks or problems. 
So he poured out his feelings about the car.

Afterwards I wrote down an advertisement for him to sell his 
car. The first sentence began,"The only thing wrong with 
this Classic Car is its Classic Brakes." I then went on to 
describe the many virtues of owning a piece of automotive 
history. 

He sold the car for the full price within 24 hours of 
running the new advertisement. He was amazed.

If your product is defective in any way a customer may take 
issue with, then bring it up in your sales copy early. You 
can even do this in your headline, like I did.

This method kills likely objections dead. And it's these 
objections which will lose you customers and sales. You'll 
sell far more product if you then reframe any possible 
problems as actual benefits instead. 

Take a one page unattractive website for instance. Imagine 
it has no graphics, bare minimum sales copy and sells an 
ebook for $19. 

How can this be easily reframed?

You simply point out this non-flashy website allows you to 
pass on large cost savings to the customer because you don't 
need to hire a copywriter or web designer. That's why the 
customer can get the ebook now at $19 rather than the $39 it 
would normally be.

You're now providing your prospects with greater value 
overall and they will thank you for it with sales.  

You could also point out your competitions more flashy more 
expensive product. Just ask the customer what's more 
important, having more benefits for less money or less 
benefits for more money?

They'll quickly agree your product must be better.

This then gets them to agree they should buy your product.

You'll make many more sales airing your dirty laundry 
intelligently.



Clifford Mee is an author, internet marketer, hypnotist and 
success life coach. If you want to discover little known 
'battle tested' strategies to persuade more customers to 
spend more money more frequently, then please visit his 
main website at http://www.marketingpersuasion.com 




 
 
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