Does (current news) Your Parking Lot Look Busy? Your Prospects are Watching
No commentsBy Alexandria Brown
Twice a week I go to a great little massage place in the neighborhood, and right next door is a tiny Indian restaurant. The food always smells delicious when I walk by, and the owner excitedly waves at passersby. But there’s a reason why I’ve never gone in and given it a chance…
The restaurant is always empty!
When I walk by, I always think, “Hmm, maybe I’ll try that place for takeout one night.” But in five years I never have. I always end up going two doors down to the bustling Chinese place or the sushi place with the line out the door - even though I have to usually wait 20 minutes for my food to be ready.
What’s even funnier is that the food at those places isn’t even great, but I keep thinking I must be missing something since so many other people like it!
The saying is true… no one wants to eat at a restaurant where there are no cards parked outside.
We all go by the feeling of “safety in numbers” and look for what some people call “social proof” that something is good or works before we try it.
This is why it’s extremely important to use testimonials on your website, brochures, and marketing materials, and even in your talks and teleseminars.
And it’s even MORE important for people like us whose businesses don’t have parking lots. It’s up to US to show prospects they won’t be the first person ever to hire us or buy our products!
Simple idea, yes, but many people forget to use it in their marketing. (Even I forget sometimes, too.) But it’s extremely important. Whether conscious or subconscious, seeing testimonials for a product or service makes us feel “safe” when deciding to buy.
But please remember the big difference between a good testimonial and a lame one. Let’s look at two examples:
Example 1: “I’ve really enjoyed being a part of Alexandria Brown’s Gold Mastermind program and have found it great value for the money.” - E.B.
This one’s all right, says nice things, and gives the person’s initials. Problem is, there are no actual *results* shared here, and using initials-only leaves doubt about the authenticity of the testimonial.
Example 2: (and a real one, too!): “Since joining Alexandria Brown’s Gold & Platinum Mastermind programs last year, I’ve doubled my revenues and can directly attribute at least $100,000.00 to her ideas and advice. Believe me, you WANT to be a part of this exceptional group of entrepreneurs!” — Christine Kloser, Founder of “The Conscious Business Circle”, Red Lion, Pa., www.ConsciousBusinessCircle.com
Now, let’s look at the second one. Much more effective because it’s results oriented. That is, it shares actual results the client/customer has gotten. Do whatever you can to include numbers, dollar amounts, and/or percentages — these will grab your prospect’s attention, let them know this is the real deal, and dramatically increase your response.
Also, the more information you provide about your clients and customers, the more believable and effective their testimonials will be. Include full name, occupation or company name, city and state they’re from, web address (if applicable), and a PHOTO. (Even a poor photo, if that’s all they have. It’s important to make them REAL to your reader.)
If you’re in a sensitive industry and clients don’t want their names revealed, then share as much as you can about them otherwise. For example, “– female Fox News executive, 38, Studio City, Calif.” While it’s not as good as giving their names, it’s better than nothing.
And remember, one of the best things about using testimonials is it’s much more effective for your clients and customers to rave about YOU than for you to rave about yourself. So let them “rave” and have fun with it!
BONUS TIP: Use Testimonials to Address Common Objections
If you really want testimonials to dramatically improve your response, make a list of the common objections your prospects usually have to buying your products or services. And then have at least one testimonial that addresses each. For example, when I first started selling my Boost Business with Your Own online newsletter system, I learned that some folks weren’t buying it because they thought they needed a website to get started. So I found a success story from one of my customers who had used the system and never even had a real website. And we created a testimonial that made sure to share that fact.
Online entrepreneur Alexandria K. Brown, “The E-zine Queen,” publishes the award-winning ‘Straight Shooter Marketing’ weekly ezine advertising with 20,000+ subscribers. If you’re ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at
www.EzineQueen.com
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13 Steps to a “Slippery Slope” Online Sales Letter
By Alexandria Brown
But here’s the problem: I see many of them trying to sell their e-book, tutorial, etc. on a regular Web page. They list a paragraph about the info-product and give the price, and they expect a slew of sales.
Wrong.
You need a special sales page that has a “slippery slope” sales letter.
Remember that game Chutes & Ladders? If you landed on a space that had a chute on it, you just went down, Baby. No turning back. That’s how your sales letter should be - a “slippery slope” that pulls in the reader because it’s so compelling and interesting.
Here’s a basic outline of the 13 elements you want to include. To see an example of them all in action, visit MY own sales page at www.BoostBizEzine.com.
1. Limit your navigation.
The visitor should not be distracted by links that take her to your bio, other products, etc. The idea is to keep her on this page, reading your copy and leading her to order. So on this page, only have navigation that relates to the product (e.g. FAQs, Order now).
2. Give a powerful headline.
Your headline can make or break your sales. If it’s not compelling, your visitor will click away. Here’s an easy headline formula: “How to _________ So You Can ____________.” Make sure the 2nd part gives a big benefit, for example, “double your business” or “gain peace of mind.”
3. Discuss the problem the prospect has, or incorporate your own story.
Marketers call this “pushing the ‘ouch’ button.” First discuss the problem or pain that the reader has, and then lead in to how your product will solve it. Or share your own failure-to-success story that the reader can empathize with.
4. Tell us who you are.
If I’m going to buy your stuff, I’d like to know why you’re qualified to write about this topic. Give me the feeling that you’ve learned a lot about this topic and want to share it with me.
Even add a picture of yourself and an audio greeting, like I did. These help the reader instantly feel like she knows you better, increasing the “trust factor.” And people buy from those they feel they know, like, and trust!
5. Use bullets like mini headlines.
Lay out everything I’ll get from your product. Don’t just list your table of contents verbatim! Turn each point into an exciting secret. For example, suppose your e-book features 5 tips on how to save money on groceries. That bullet could read, “Revealed: 5 ways you can save hundreds of dollars on your monthly grocery bill.”
6. List plenty of testimonials.
Show your prospects they won’t be the first to buy. It’s more effective to weave-in testimonials throughout your sales letter than to have a separate section for them. Give each person’s full name and Web address, and for extra power, post their photo and an audio testimonial as well.
7. Tell us why your product is such a great value.
How does the price of your product compare if I hired you one-on-one? For example, your manual is a great value at $49 if an hour consultation with you would run me $250.
8. Throw in a few great bonuses.
Offer special bonuses (preferably created by you) that are so good you could sell them alone if you wanted to. It could be a list of resources, a collection of articles, extra tips on a certain subject, or a free consu1tation.
9. Give an unconditional guarantee.
This puts your prospect at ease, giving her no reason to NOT buy. A few turkeys will take advantage of your generosity, but the amount of sales you GAIN from this strategy dramatically outweighs the risk.
10. Request immediate action by having a limited time offer just click online newsletter service.
Some sales pages use trick scripts to make it seem like the offer always ends on that day at midnight, but I find these insulting. If you really will be raising your price soon (and you always should be), list the exact date and stick to it. Otherwise just say it’s an introductory, limited-time offer.
11. Make it ABSURDLY CLEAR what to do next.
Nothing bothers me more than when I’m at a Web site, I have my credit card ready, and I can’t find the $%#@& order link! Make your order process idiot-proof. Example: “Cl1ck below to 0rder n0w on our secure server.” Also sprinkle in order links throughout your page — some people will be ready to buy before they get to the bottom.
12. Make one last plea.
In your P.S., right after your signature, emphasize that I should act now. For example, “Don’t miss out on this great 0pportunity. Remember, you can buy n0w and change your mind at anytime.”
13. Don’t forget your contact information!
Readers WILL have questions, so provide an e-mail address on your site that you or someone else will check at least daily. Also, don’t you feel better buying from a Web site that lists a real address and phone number?
Want More Detailed Step-by-Step Help, With Examples You Can Model?
See my quick-start audio program, “The Secret, Simple Formula to Writing Web Copy That SELLS”.
Online entrepreneur Alexandria K. Brown, “The E-zine Queen,” publishes the award-winning ‘Straight Shooter Marketing’ weekly ezine marketing with 20,000+ subscribers. If you’re ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at
www.EzineQueen.com
Thursday, July 31st, 2008 at 5:05 am and is filed under news. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
