Small business marketing: Why you no longer have the powers you once had and 3 ways to get 'em back
It always amazes me how some people write their sales messages.
They act like their audience is just sitting there holding their breath, waiting to hear from them.
And then, they just tell them about what they’re selling… and that’s it.
I’m sorry, but this isn’t the selling formula for success.
You see, talking to a prospect isn’t like talking to your 3-year old.
Your 3-year old child believes everything you tell them. They hang on your every word because you are larger than life to them, at this point.
However, if you have teenagers, or if you’ve raised teenagers like I have, then you know… as your kids get older, this isn’t true.
Sometime during their teenage years, they become skeptical about what you’re saying. You no longer have the “It’s true because I’m telling you it’s true” powers, you once had.
And whenever you’re selling — especially in print — it’s the same thing. Your buyers are skeptical and they most certainly aren’t going to believe what you’re saying, just because you’re saying it.
So if you’re not addressing their skepticism, either head on — or preferably, in your copy using a few subtleties… you’re losing sales because you haven’t dealt with your customers disbelief.
Here are 3 ways you can overcome skepticism (I go W-A-A-Y more in depth about this, in my book):
1. Let people know who you are.
Here’s a newsflash: people do business with people they like and care for.
So give your buyers the chance to like and care about you, by sharing your story.
2. Credentialize yourself.
One reason why people are skeptical is because they don’t know you. They’re thinking, “Who the hell is this guy to be making those claims?”
Which is why, ultimately… fake gurus who only sell ‘how to get reech’ stuff, but who aren’t doing these innovative things on their own… have no long-term success.
3. And lastly, explain everything, slowly and step-by-step
This is the best way to communicate and let people know you’re the real deal. If you want a good example of how to do all three of these things, make sure you read my free report at the top of this page.
Believe it… or not.
Now go sell something, Craig Garber
P.S. Listen to this:
“Craig’s training Wednesday night on “Keepin’ It Real” was everything I’d hoped it would be, and more.
He really delivered, and I feel sorry for anyone who missed it. I appreciated Craig’s direct, down-to-earth approach.
Concepts were clearly, succinctly yet thoroughly presented. I think people are getting sick of, and numb to, the over-the-top “hypey” approach of many of today’s internet marketers.
Craig’s approach is a breath of fresh air and fits really well for businesses that desire to grow their customer base from a position of integrity. Thanks again to Craig for being so generous with his time. The 4.5 hours FLEW by!” Catherine White – Palatine, IL
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