More and more people are shopping online these days for any number of things. This is both more and less convenient. Obviously, if you don’t need to leave your house in order to get what you want, all the better.
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On the other hand, if you’ve got questions, or you kind of know what you want but aren’t sure, then trying to find exactly what you need online can be a maze of confusion and potentially false advertising. There are so many affiliates selling things these days it’s hard to come across an honest review for anything.
There’s two main factors that are involved when making a decision to buy something. On the one hand, making the decision is easy if you are convinced that the product you are thinking about is going to satisfy your needs.
That’s the pull.
On the other hand, everybody has a fear of making a mistake. Nobody wants to buy something only to later realize they’ve been had. Evolutionary biologists tell us that sniffing out social cheats is something that has played a big factor in our growth as a species.
That’s why people are so mistrustful when they read about something online. They can’t see the salesperson, so it’s hard to read their body language and get a gut feeling of whether or not they’re telling the truth.
That’s the push.
Unfortunately, the push is coming from the same source as the pull. In this case, the sales letter that’s presenting the product online.
That’s why a good sales letter will minimize the push, and maximize the pull. There are several ways to do this. By highlighting all the products benefits, and all the ways it can help the customer, you maximize the pull. When you get your customer really imagining a positive future using the product, you’re going a long ways in increasing the value.
Remember, they’ve got to value the product more than the price or else they won’t make the purchase.
On the other hand, you’ve got to minimize the push. The fear of making a mistake. Some people will tell you that all you need to do is to provide a money back guarantee. This doesn’t always work, even if it’s for three months.
Why is this? People don’t like to be disappointed. They are afraid that if they buy something, and it doesn’t turn out the way they want, they’ll have that “let down,” or “I got conned,” feeling. Even getting a refund doesn’t take away the sting of being fooled.
That’s why you’ve got to be very careful when presenting your product or service. If you come across as too salesy, you’re toast. If you don’t provide a logical reason why they should buy the product, you’re toast.
A couple of powerful ways of doing this is through authority and social proof. These are two motivating factors that take the uncertainty out of a lot of choices. After all, if plenty of other people have already made the same decision, then it’s an easy one to make.
Also, if an authoritative figure is recommending a product or service, then it’s a much easier decision to make. That’s precisely why books shoot straight to the top of the bestseller list when Oprah recommends them.
The basic ingredient for a winning sales letter is simple. Provide a lot of value by demonstrating plenty of benefits, and really get your custom imagining how much they’ll enjoy the product.
Take away any fear by providing a generous refund, and show how plenty of other people have already purchased and are enjoying your product. If you can get some kind of authoritative testimony, so the better.
You’ll find these combined elements will give you a lot more sales, and give you a lot more profits.
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