Ask Yourself: So, what?
You've all heard the dictum to list
your benefits. List as many benefits of your product as you can and
hope that the person that comes to your website will read most of
them. This way, it will overcome any objection they may have and you
will score a sale. But, have you read your own list of benefits to
see how compelling they are? Have you taken the time to really sit
down, pretend you are a visitor to your site, and read the benefits
on your sales page. And, more importantly, have you dared to ask
yourself: So, what?
Why The Question Is Important
Most sales objections are pretty common
from one buyer to another. They think a product is too expensive, or
they think a product is too complicated. They don't have the money
right now, or they wanted it in a different colour or size. But, there
are many people who don't have a vague idea of why they should buy
and are just showing up because some link on the Internet landed them
there. They may even be a part of your demographic, but they weren't
thinking of making a purchase and so they have no objections. The
only thing they think is :”So, what?” That's right, the same
question that you should ask yourself may be the same question that
millions of other people surfing the web may ask themselves. If you
know the answer to that question, you know how to compel people to
buy your product.
Read Each Benefit Out Load
Okay, benefits are usually bullet ed on
a sales page with the best benefits near the top. So, start at the
top of the list and read the first benefit out loud. Then, pause.
And, say to yourself out loud too: “So, what?” You see? Do you
believe the “so, what?” or is your mind overcoming the objection
for you? If you have compelling copy that “So, what?” is going to
seem absolutely ridiculous to utter. However, if the copy isn't up to
snuff, your so what will generally plant a doubt in your mind and
then that will help to lead you to the proper way to frame that
benefit in the future.
Eliminate Doubt
Okay, you said: “So, what?” You
realise that there was some doubt. The question just made you aware
of it. So, you have to pinpoint why that doubt arose. What in the
copy was not clear or compelling enough to erase that question from
ever arising? What can you do to make sure that even if someone says,
“so, what?” they will feel excitement and interest at reading
that benefit and continue down your list. You will know when your
sales page is ready when you read down the list, ask yourself that
question, and realise it has no relevance whatsoever! The points are
addressed, they are clearly stated, and they make the right emotional
and intellectual appeal. Once you have this technique down, your copy
will get exciting, compelling, and almost irresistible on the people
who land on your sales page.
No comments:
Post a Comment