Why do your customers say “no” to an offer?
Everybody wants to learn the secret tricks of a magician, right? I have been asked many times how I can possibly answer to a question before it’s even been asked.
Well, if you want to really succeed in the world of marketing, you have to be a mind reader. Much like a magician’s trick; you have to practice and train for it, but once you have it mastered, it’s easy to do.
When we see an advertisement, we immediately start to think about the “What if’s…?” To break this habit, your advertisement has to answer these questions, before they are asked. Do the descriptions in your advertisements answer these unasked questions, or just advertise your services?
Would you like to see an example? Please say yes!
Be a mind reader
“This program will help you lose 5 lbs. of body fat within 4 weeks.”
Now come closer, so I can read in your mind. I can already hear your questions:
- Will it work for me?
- Isn’t this just another empty promise I will never achieve?
- Am I the first person to participate in this program, or are there previous participants who have succeeded?
- What if I don’t get the results you promise?
We all instinctively answer “NO” to every advertisement we see, and by nature, we are all skeptical when we see a good offer. But it is possible to eliminate these “No’s” and generate new sales immediately as customers hear or read your offer, or see your ad. How?
Compare the previous example with this one for the exact same program:
“This program will help you lose 5 lbs. of body fat within 4 weeks, as proven by specific studies. Take a look at the success stories from past participants” (and include some customer reviews and testimonials if you already have them). In addition, this is a great place to include your money-back guarantee, as discussed in a previous article. It’s a no risk opportunity for the customer: “If the program doesn’t work for, you get your money back in full”.
See? Now you have a killer presentation that answers all those questions, before they are even asked. Nobody can say “No” at this point!
How do you read your customer’s mind?
People ask me how I can read the customer’s mind. It’s easy. I know all the questions, because people have already asked me countless times. Admittedly, most people stay quiet and don’t ask the questions that are causing them to be reluctant to buy. But there are always those brave few who aren’t afraid to say what’s on their mind. This is how it can work for you, too. Take a look on social media, what kind of questions customers ask about the specific product. Figure out your responses to those questions so that you can answer them easily when they come up – and learn to answer them before they are asked.
Before long, you will have a FAQ that you can build into your written materials, website, or have ready to go in a discussion with a new customer.
So what do you do if your customers don’t ask questions?
Easy: ask them! Ask them if they have any concerns? What are they afraid of? What is on their mind? Then let them know why you believe in your product, and prove to them that you are right with testimonials, statistics, and other evidence to show that you can deliver what you claim.
Another great tool for learning what those unasked questions are is the Internet. Check out the forums in your industry, and Facebook groups to see what people are asking or worried about. When I find really good Facebook content, whether it’s a business, group, etc., I always take time t look at the comments to see how people are reacting. If there are any questions or skepticism, I try to figure out the cause and formulate my own answers to those concerns and questions. Do a little research yourself, and write down the answers. You can get inspirations from the answers that other businesses leave, or you can come up with your own answers that fit your specific situation.
By putting on your magician hat and doing a little mind-reading, you will create more confident customers that are willing to buy from you more quickly and easily. And you will achieve what is an even better magician’s trick: you will make “No” disappear! Isn’t this trick amazing? Give it a try – you will be amazed by the results!
Stop reading and start creating!