A Sad Truth That Makes You Rich
by Eo Lim
Have you ever faced this situation before?
Salesman A sells you an expensive vacuum cleaner.
He spends an hour telling you
the benefits of his product.
He further boasts his product is the best.
He shows the features clearly to you. super long extendable hose.
power drive motor. extreme low energy consumption. etc.
virtually uses powerful words to trigger you psychologically to open your
wallet. And, he offers full money refund, 3 years warranty and
This seems to be the best offer that
knocks your socks off.
But, you hesitate. You want to think about
Another salesman, Mr. B, comes few days later. He sells the same
product to you.
Mr. B does almost the same thing as salesman A. But,
this time he shows the weakness of the product. He emphasizes the weakness
is not really important. The product is designed to compensate it.
will you buy from?
If I were you, I would buy from Mr. B.
surface, it looks like a pathetic move by him. But, it strikes our hearts.
We're looking for honesty.
The legendary adman James Webb
Young did this before.
He sold fruits by mail. Let me tell you his
There was a violent hailstorm nearly ruined an
apple-growing season. The ice pellets hit the apples bruising and
scarring the skins.
Young feared massive complaints and returns if he
shipped those apples to his mail-order customers. His business would be
destroyed if he didn't fulfill the order. The customers would ask for
In fact, there were only cosmetic damages. The skins
were discolored. But, this didn't affect the freshness of
To solve the problem, Young included a pre-printed card
in every order.
He honestly told the customers that the apples were
scarred. He further assured that this was the proof that apples were grown
at mountain where extreme cold caused hailstorms. Due to the weather, the
fleshes of apples were firm and sweeter.
According to Young, not a single
order was returned. In fact, the customers even requested scarred apples
the following year.
Isn't it interesting human behavior?
Honesty does sell!
How can you use this to your advantage?
give you an example.
If you're selling hand-made violin on the Internet,
how can you beat your competitors?
You must show your prospects that
yours are not as perfect as those machine-made violins.
"Occasionally, there're some scratches on the surface.
The tune of each string is also not calibrated by computer. The worst is
that every violin doesn't come with perfectly equal size and
But I assure you that this is the proof of violin make
by experienced craftsmen and monitored by best violinists.
each violin authentic and unique. It has the character that you can't get
from machine-made violins."
This is how you use this
Whether you honestly or deceitfully show your honesty,
it doesn't matter. The sad truth is that people can be persuaded to buy
when you intentionally expose the weakness of your
Unfortunately, many marketers rarely do it. Most are educated
to show only benefits-loaded sales messages to prospects. It is especially
overdone in the Internet.
This is your chance now! Be different and be
more empathic to customer influence.
Just pick one weakness of your
product. Talk about it frankly in your marketing. Show how the weakness is
not an important issue and is compensated by the strength.
This is how
you make more sales. You appear to be weak yet you're strong.
Customers who have an objection about your product or service are functionally unable to listen to you. While you're busy asking them questions or sharing information, their attention is focused elsewhere.
8 Common Marketing Mistakes
Advertising can be one of the fastest ways to market and grow your business or it can be one of the quickest ways to go out of business. With the right ad you can attract clients to your business and increase your profits. With the wrong ad you can spend your way into bankruptcy.
What is Your Marketing Message?
Marketing is creating the impression people get about your company and its products and services. It happens through many forms of communication including things as basic as how your phone is answered, what your marketing collateral looks like—including business cards and letterhead—to the even more crucial direct contact of sales and customer service personnel.
Copyright 2004 by Eo Lim
Eo Lim has helped many businesses succeed. He personally owns 14 business
ventures and the number is still counting. Visit his site to find out how
you can get help from his no B.S. - no hype - the "Dose of Wisdom
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