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Please consider this free-reprint article written by:
Ray Edwards
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Article Title: How To Sell Your Faults
Author: Ray Edwards
Word Count: 644
Article URL: http://www.isnare.com/?aid=96894&ca=Marketing
Format: 64cpl
Author's Email Address: daseph[at]juno.com (replace [at] with
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Easy Publish Tool: http://www.isnare.com/html.php?aid=96894
================== ARTICLE START ==================
There is no perfect product. There is no perfect service.
In other words, whatever your product or service is, it has
flaws, imperfections. The question therefore is not if these
negative aspects exist but how do you treat them in your
advertising?
The best way to handle these hurdles in the sale process is to
cast these negative elements into a totally new light so the
prospect sees them as really advantageous. Now this is not the
same as lying. Anything less than the truth would be both
unethical and unwise. But what may first appear as a weakness
can turn out to be a hidden strength.
Copywriters sometimes refer to this process as reframing or
redefinition. And this process is closely tied to answering the
objections the prospect will have to making a purchase.
Consequently, you have to cast your product in a totally new
and surprising light.
Now there are three general categories of obstacles that must
be overcome and so let us see how reframing or redefinition can
do the trick.
1. Your product is too expensive.
�Everything is relative.� That�s an oft repeated adage that�s
full with truth. So if your price is considered too expensive
the prospect must be comparing your price to other similar
products. Your job then is to change the standard of comparison
making your product appear like a bargain.
For example, in my sales letter advertising my copywriting
service I address the issue of pricing, which is several
thousand dollars, by making a comparison to the prospect�s
Return On Investment. (ROI). The argument then becomes not how
much the prospect is paying me but how he will profit from the
service. In this new light my fee becomes an �
investment� and not a �cost�.
I often do this same recasting of the price for my clients by
showing what the customers would have to pay if they had to
create the product themselves compared to getting it ready
made.
2. Your product is too complicated, too hard to use.
You must show how simple the product is and demonstrate this if
possible. It�s not enough to just state in the advertisement
that the product is simple to use.
The best method of simplification is to start with the known
and gradually move into the unknown. In other words, start with
a scenario that is familiar to your prospect and then compare
this to your product. This is particular important for new
technologies and software. A video demonstration of your
product in use or offering a demonstration copy of your
software will go a long way in proving your point.
3. Your product is not appealing, not important enough.
Of course you�re selling a great product which solves a problem
and fills a need in the prospect�s life but he is not so
convinced. Your job then is to raise the value of the product
by expanding on its uses and benefits to your target market.
This often involves taking a simple product and finding
surprising uses or consequences of using the product.
For example, an ad for a new shower head was advertised for its
romantic value. Who would associate something as �hardware� as a
shower head with romance? But this recasting boosted sales
considerably.
One of the most famous and effective uses of redefinition in
advertising history was done by Doyle D. Bernbach for Avis:
�When you�re only Number 2, you try harder. Or else.�
Hertz who was Number 1 felt the pinch.
There is no perfect product. There is no perfect service. But
who said you needed perfection to get excellent results?
About The Author: Ray L. Edwards is a master copywriter,
published author and Internet Marketing Consultant. His
copywriting clients have claimed up to 1,600% increase in their
comversion rates just from using his services. He is an expert
in writing sales copy for the web. Get more training at
http://learncopy.com
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