How far would you go to close a $29 sale?
January 5th, 2017 by Bob Bly
A few weeks ago, subscriber MP told me she read someone else’s
book on information marketing, followed the advice, and it did
not work.
And then she asked me, “How is your material any different?”
It sounds like a reasonable question, but I refused to answer it,
telling her “I have no interest in convincing you to buy my
material.”
You might think me rude in my reply, but I said it politely.
And there are three reasons why when anyone asks, “Why should I
buy your course instead of Mr. X’s?” I do not take the bait.
First, in most instances, I have not seen the competing product.
So how can I say how mine is different than that one
specifically?
(In MP’s case, I had not read nor even heard of the book she had
read.)
My usual response is to tell the person to read the sales page
describing my course.
That gives you everything you need to make an intelligent
decision about buying the product.
And then, you either buy it or you don’t.
I’m OK either way.
Also, I am not that sympathetic with people who are worried that,
after buying my info product, it won’t meet their needs.
That’s because I offer an unconditional 90-day guarantee of
satisfaction.
So there’s no risk to the buyer of any kind.
If they listen, watch, or read my info product and return it,
they get a prompt refund.
And they keep all the knowledge they gained — for free!
In essence, I am the one who has in a sense been “cheated.”
Because I have moved all the risk off the buyer’s shoulders and
onto mine.
But I don’t mind. That is the cost of doing business.
And if they can’t even pull the trigger on a $29 ebook with a
money-back guarantee and therefore ZERO purchase risk, well …
Then they probably don’t have the cojones do whatever business
the ebook teaches — so they are wise to walk away.
>> Second, there is the question of ROTI — return on time
invested.
Let’s say — although I charge by the project for my services, not
by the hour — it works out that I earn at minimum $250 an hour
working for my clients.
That’s about $4.17 a minute.
So if it takes me 10 minutes on the phone with MP to answer her
questions, I have spent almost $42 of my time to sell a $29
product — a net loss for me of nearly $13.
>> Third, I have no desire to be a “dancing monkey.”
A dancing monkey is a seller who will jump through hoops — and
say and do anything — to get the order.
There are a couple of reasons not to be a dancing monkey.
The first is: it’s a bit degrading and humiliation — comes close
to begging at times.
Second, it risks alienating many potential clients or customers.
That’s because many prospects are turned off by vendors who seem
desperate and in need of the money.
People would rather buy from someone who is busy and successful,
not someone who is needy and hungry.
Also, when it comes to info products, mine are reasonably priced
— many have said my prices are extremely low compared with others
in my markets.
So I have done my bit to help people improve their lives and
businesses at a fair price that doesn’t gouge them or break their
bank account.
And combined with the unconditional 3-month free trial I offer on
every info product I sell, my conscience is clear … and I sleep
well at night.
MP later wrote back saying, “I will buy it.”
Why?
I told her my bio and testimonials, which are on the sales page
of every info product I sell (see for example
www.theinternetmarketingretirementplan.com), should convince her
or not.
“I guess years and clients have proven you are right,” she
replied. And clicked the order button.
Now, there’s a copywriting lesson here, and it is this:
On your web sales pages, put the credibility right up front —
starting on the first screen.
Reason:
If your credentials are way into the copy in a long sales page,
the reader may never scroll that far down and see them — and
therefore, not buy and click away before ever discovering them.
This entry was posted on Thursday, January 5th, 2017 at 1:00 pm and is filed under General, Success. 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.
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