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Dear ,
Have you ever been on a website that advertised such an incredibly great deal -- like a one-day only 90% off sale -- that it caused you to became skeptical?
Then you said to yourself, something smells fishy here --
this seems too good to be true... and then you click exit and leave without buying?
I'm sure that has happened to you. It has also happened to me and probably everyone else in the world.
You Know What?
You may have done the same thing to your customers or clients without
realizing it -- offered them something so incredibly attractive WITHOUT EXPLAINING WHY the price is so heavily discounted or why they must act immediately.
You see, most humans have a "I don't believe it" button in their brain that gets activated when someone is trying to sell them something. If the pitch is good and the explanation is convincing as to why the price or offer is what it is, then, the "I don't
believe it" button gets turned off. But if you simply make the offer without any further explanation, you're probably dead in the water, even if you have the best product or service and it's completely legitimate.
The way to increase sales when you're worried people will think your offer is too good to be true is to give them a "reason why."
The Term "Reason-Why Advertising" Was Coined
By a Man Named John E. Kennedy
Kennedy (1864-1928) is a legend and known as one of the
pioneers of modern advertising. He advocated for not just presenting a product or service for sale (like you what see on so many television commercials) but also stating a reason why the customer needs it... or a reason why it's in high demand... or a reason why the price is so attractive... or a reason why there's such a limited supply, etc.
The idea is to present a fact (or facts) that
explains and justifies the offer. Without a reason why, people are left wondering if it's a legitimate deal. (And if they wonder, they won't buy.)
Once you give a believable reason why, the customer turns off the "I don't believe it" button and is more receptive to being sold.
I hope you can apply "reason why" advertising in your business right away. I'm sure it will make a noticeable difference in
your bottom line.
If you have any comments, ideas or suggestions, please email me at: nader@copticchamber.com.
Until next time...
Your friend,
