Reading Time: About 4 minutes
When selling through the written word many writers are tempted to only talk about everything that’s great with their product.
Which makes sense at one level, because if we only talk about the good stuff it will cause our reader to only think about the good stuff, and they’ll be more likely to want it… right?
At least that’s the theory… But the reality is quite different…
The truth is… People are skeptical of marketing and sales pitches in general. And everyone knows that even the best products aren’t perfect.
So when we only talk about the good stuff, there’s a little voice in the back of your readers mind (sometimes it’s a big voice in the front of their mind) that’s wondering “What’s the catch? There’s always a catch! Because if it sounds too good to be true, then it probably is too good to be true”.
That’s why when we dismiss or ignore objections, and try to hide all the flaws in our offer, many people become even more skeptical. And they start to think of all the things that could be wrong with your product, and all the reasons they shouldn’t buy what you’re selling.
It’s not that they don’t want to trust you. But they’ve been burned before, or they heard about someone else who got burned, and so they naturally resist being marketed and sold to.
If your product isn’t perfect, never believe for a second that if you only highlight the good qualities, that the bad qualities won’t be noticed.
Consumers are very sophisticated these days, and online shopping has made it relatively easy for them to comparison shop without having to leave their homes or visit multiple stores.
On top of that, some sites even have reviews of products that tell consumers what they can expect from a product and what makes one different from another.
Quite frankly, it’s a bit foolish and naive to think that in this day and age you’ll have a totally uninformed consumer show up at your store.
So what do we do about the natural skepticism of today’s consumer?