Top Four Consumer Questions
In order to achieve maximum conversions, the Top Four Consumer Questions must be answered. Below is a short excerpt from “The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less”, by Mark Joyner, to put the importance of this into perspective.
Question 1: What are you trying to sell me?
Question 2: How much?
Let’s look at these questions in tandem. Put them together, and your buyer is asking, “What is your offer?” Your communication must reassure that ongoing Unspoken Inner Dialogue that you are offering a commodity of acceptable quality for a reasonable price.
- Give me five dollars, and I’ll give you a glass of water.
- Give me $5,000, and I’ll remove your swollen appendix.
- Give me $100, and I’ll (deleted!) . . .
If, at the core of your sales process, your offer is not a good or a fair one, then only fools will buy. And, if you have fooled someone into buying your product, you won’t have that customer for very long.
In the long term, a business built on such a shaky foundation will not last. You can always sucker someone into giving you money, but you can only do it once.
A master — one who knows how to make a quality offer — will wow the customer once, and wow him again and again and again until both buyer and seller have happily prospered.
Such is the way millions and billions are made. Once the offer has been made, there are still two questions that must always be addressed in the prospect’s mind.
Question 3: Why should I believe you?
Indeed, why should someone believe you? This question goes to the core of buyer insecurity. Sometimes, offers can sound fantastic on the surface, but therein lies the problem they sound too good to be true.
People have to trust that they’re not dealing with a charlatan peddling snake oil before they are willing to hand over their money. An offer only works if it has credibility behind it.
Again, only a fool would hand over money for nothing, and you don’t want a fool for a customer.
Question 4: What’s in it for me? Wait a minute… We just answered the question, “What are you trying to sell me?” Isn’t this the same thing? Not exactly. When people ask, “What’s in it for me?” they are trying to figure out how they benefit.
People buy products, but what they want are “benefits.” You buy the Bentley, but what’s really in it for you is the prestige that comes with owning one.
You buy the health food, but what’s really in it for you is a better quality of life (and more of it). Most marketers see this as the core question to be answered.
Its importance is obvious — if there is nothing in it for me, why should I waste my time listening to you? This question is so often pondered by marketers that we shorten it to “WIIFM.”
However, to focus on this question alone is folly. If you focus solely on WIIFM, your marketing will seem pitchy and solicitous.”
Although the above excerpt was framed in the context of a Premium Offer, all four of the above questions still apply to Freemium Offers just the same.
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