I’m actually supposed to be working right now, but I’m putting it off because I don’t feel like it.
So I figured I’ld come write a article here and then maybe I’ll feel like working.
Do you want to increase your conversion rate?
Of course you do…
Before I tell you how, let’s talk about why people don’t buy.
1. They don’t want your product(if that’s the case they shouldn’t be looking at your copy - target your advertising better)
2. They don’t trust you or believe your product will do what you say it will.
3. They plan on buying but procrastinate(like I’m doing now) and never get around to it.
Like I said #1 shouldn’t be a problem because you know not to advertise Wrinkle Cream to teens looking for the latest Rap CD.
Now I’m going to tell you how to get your customers to like and trust you within the first few paragraphs of your copy.
How?
Most of you have heard the phrase: “People like people that are like them”
They’re also more trusting of people like them.
I think I first heard that on a Tony Robbins cassette way back when I was kid and it’s the truth. It’s basic Psychology for people to gravitate toward others that are similar to them.
If we want to use this to our advantage in our sales copy we have to first learn who are customers are and what they want(you should already know). The more you know about your customers the better.
Let’s say we’re selling a new Diet Product.
Don’t tell the customer you’re a professional body builder or model. If you do that, they will see you are not like them and you’ll lose alot of sales right there.
Fat people might dislike or envy people who’ve never had the same problem they are trying to fix.
You should tell them that you’ve also had trouble with your weight for most of your life. Tell them you know how it feels to be ignored or to have people laugh at you because you’re fat.
Try to hit on emotional experiences they’ve had and let them know you’ve had the same problems.
You want to make them think you’re just like them. Then, once you’ve done that you can move on and tell them how you overcame the same problem they’re facing and sell them the product.
So build trust before you try to sell your product. Provide proof that you are qualified to solve the persons problem. Give proof that you have solved other peoples problems.
Just do yourself a favor and change your copy so it builds trust like that and test it against your old copy. I’m not saying it will always boost your conversion rate but in some markets it can make a huge difference.
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