One thing you need to know that will transform your marketing…
People don’t trust you
That might have come off a little harsh, so let me clarify. People who don’t know you, don’t trust you.
It’s human nature.
And it’s easy to see why when you look at your prospect’s lives…
Your prospects (and you as well), are continually bombarded with advertisements and sales messages. The New York Times reported back in 2007 that we encounter around 5,000 sales messages daily. Who knows what that number is up to today.
With the sheer amount of messages fighting for our attention… on the radio… in the paper… in your inbox… on the other end of the phone… we’ve had to learn a new skill:
Think about it as a consumer – how are you going to decide which of those messages to give your attention? Obviously you can’t pay attention to all (or even a fraction) of all the messages which come your way. Doing so would take up ALL of your time.
Then which of those messages should you believe enough, to take a chance to act on?
There are many factors involved in making a purchase decision, and the complete set of buying criteria will differ from person to person. But one psychological phenomenon that we all go through is the evaluation of risk.
And when it comes to making a purchase decision, one of the strongest barriers is…
- The risk of buying, then finding out it doesn’t live up to its promise…
- The risk of buying, then seeing the same thing around the corner on sale…
- The risk of buying, then it sits on the shelf gathering dust…
This is one of the most prevalent, dominant fears that anyone who faces a buying decision goes through. And it’s often an unconscious fear, something we attribute to common sense or instinct.
To combat this psychological risk we feel, we’ve learnt to become savvier about our decision making.
We’ve learnt to seek out…
From the moment your prospects come into contact with you, they will be intuitively looking for signs of proof.
They want to know that your product or service will live up to its promise. After all anyone can make a bold promise. But not everyone can deliver on it.
So as a consumer, we’ve learnt to look for a range of proof signals. Things that will help us believe in a company.
This is great news for us marketers. Because now we know there’s a reliable range of proof elements that we can focus on in our marketing (see the Practical Exercise below).
Aside from proof elements in your marketing, there’s another important strategy you can use to remove your customer’s perceived risk…
The risk free guarantee
Move the risk from them onto you.
Take away their risk by guaranteeing your performance. In essence, you’re putting your money where you mouth is. By being willing to risk real, tangible money to prove your promise is believable… you will increase your credibility… and your customers feelings of trust and security.
How powerful is it?
Domino’s built an empire from a single shop catering to college students, to the $1.98 billion company that it is today – on the back of a simple guarantee:
Guarantees have been proven split test, after split test, to lift the response of advertising.
Really, there’s no good reason to not make your guarantees a strong feature of your sales pieces. Because if you think about it, when are you not guaranteeing your work? As a legitimate business, if your job is sub-par or the service is lacking, you will generally satisfy your customer. Why not make it a feature of your business?
Use this as a key element of your sales pieces and communications. It can be a massive competitive advantage if your competitors refuse to offer it.