Is it possible to sell millions without ever opening your mouth?
It is if you’re a strong copywriter. I’ve already shared with you some tips on how to sell with the written word. In the last episode, I talked about using emotions and cliffhangers to keep your customers hooked on reading more about your offer. Next, let’s look at the last three steps, beginning with what I call preemptive credibility.
Most people nowadays are very skeptical no matter what you do. Consumers are more skeptical than ever and more demanding than ever. So what you need to do is stack up your credibility. Click To TweetStacking Up Your Credibility
What do you have to offer? Maybe you have a long history of being in business. If you have a lot of happy customers who have left reviews, use that. If you have case studies, use that. You can also talk about the scientific research that went into your product.
You want to use any proof you possibly could because people aren’t easily convinced. And you want to use their doubts in your sales copy so that you stop their objections before they even come up.
A good example of stacking your credibility is infomercials. A big chunk of the infomercials are testimonials, stories, and people sharing. Sometimes you have an infomercial that’s entirely a testimonial because what other people say about you is infinitely more powerful than what you can say about yourself.
It’s powerful to say your offer has all these key features and benefits but it’s much more powerful when you have customers sharing how your product helped them or changed their life. To do that, you need to find out what credibility access you have.
Are you collecting all the possible testimonials from your customers? If you are, how many do you need? I want to have thousands. When you only have three to four people, consumers think they are paid actors.
Mine aren’t actors. I don’t have time to hire actors. They are thousand of real people getting real results. These testimonials do a lot for your sales.
So, not only do you want to have testimonials to handle any objections your customers might have, but you also could use a FAQ, Frequently Asked Questions. Let’s say there’s 12 objections that customers usually have for not buying your product.
Turn those questions into your FAQ. For example, one question is “How do I know this works?” You can answer with, “Don’t worry, every single product that we have is backed by a 30 day money back guarantee. By the way, check out this link. Look at what 2567 customers have to say about this product.”
Your FAQ demolishes the possible objections. Another way to get customers to buy is by making comparisons.
Making Comparisons
Another effective way to sell is by comparing apples to oranges. When you are selling something, don’t just sell them the benefit, sell against something.
Show them that if they’re thinking of buying A, they’re going to lose B: buy this, lose that. Let’s say you’re selling a high-end financial planning tech service for ten thousand dollars. It’s a lot of money, so they don’t want to invest in it. How do you overcome their objections?
Overcome objections by comparing apples to oranges. When they have nothing to compare with, they come up with their own comparison, so do the comparing for them. So you tell them, you know what, last year you paid $327,000 in taxes. By investing $10,000 dollars with our accounting tech’s package, you will save X dollars.
When you have that comparison, suddenly the $10,000 is not so expensive anymore.
Giving A Clear Call To Action
The final and most important step is to have a very clear call to action. You have to make that action simple, such as clicking here, buying right now, booking a call with you, or visiting your office for an appointment.
Your call to action must be extremely precise. People love to procrastinate, so unless there’s a reason to act, or some sense of urgency to act now, people don’t act.
Think about why they need to act right now. Maybe it’s a limited time offer. Maybe there’s a limited quantity. Or maybe it’s an exclusive offer. The price may go up after a certain date.
Just remember when you’re copywriting, it’s a powerful kind of closing. You can be speaking to one person or thousands. And it works 24/7 without your involvement. It’s a very powerful form of closing if you think about it.