Remember in the fitness world when you’d see products like “10 Minute Abs”… Then a few months later someone would try to top it with “8 Minute Abs”?
Companies constantly tried to compete on making things simpler. After all, the biggest objection to getting rock hard abs was that it took a lot of work and people just couldn’t find time in their day to workout.
Products like that did sell… They sold a lot…
But do you know what sold more?
Recent programs like P90x and Insanity absolutely dominated the fitness market.
They embraced the reality that getting in shape is actually hard work and it actually does take time but, if you’re really serious, buy these products and we’ll point you in the right direction to make sure you’re doing the right hard work and spending your workout time wisely for maximum impact.
These products embraced their biggest objections and then turned them into selling points.
Are there things in your business that many people might see as objections to purchasing from you? Are there ways to flip it around and re-angle it so that it actually becomes a selling point?
The most successful business consultants, web designers, and developers do it. Have you ever heard things like “we may not be the cheapest, but we’ll get the job done right the first time.”?
These companies know that their biggest objection is going to be their price but their angle is “we’re not cheap, but you’ll end up paying a lot more if the job is done wrong…”
In the online education world, where I earn most of my income, there’s been a massive shift lately. The industry used to be rampant with “get rich quick” sales letters and headlines that read things like “How I earned $37,327.08 in only 12 days”…
The new school of smart marketers are taking the opposite approach, however.
The online marketing products of today are promising success through hard work, investing smartly, and a bit of patience. You will see claims of large numbers being earned, but you’ll also see disclaimers that it wasn’t made overnight.
I believe that most people see through the old marketing tactics that promise quick results. They realize that if it seems too good to be true then it probably is.
Selling on the fact that it is hard but that you’ll provide a bit of a shortcut or a “roadmap” shows people something they can believe. Telling them that it can happen overnight makes people feel like it may work for others but probably not for them.
Most people believe that they are willing to put in the hard work. They are just held back by the fear that the work they are putting in is the wrong work. People don’t need to believe it will happen overnight. They want to be validated that the work they are putting in is the right work.
Your job is to warn them that the path is not easy but then give them the roadmap.
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