Is there a store that you love so much that you have a hard time going inside without buying a million things that weren’t on your list?
For me, that store is Target. I’ll be honest, I normally walk into Target with the clear intention to buy shampoo or socks. 30 minutes later I find myself wandering towards the checkout counter with 30 things in my cart. It’s at that moment when my alert system chimes in and says, “Courtney, do you really need these shoes? Do you really need this shirt? How about this box of scented candles?”
And that’s when I start to weed out the things that haven’t convinced me that I absolutely need them and sneakily put them back on the shelf. Do you do this too? Tell me I’m not the only one!
So the truth is that your clients and customers are doing the same thing when they read your sales page. I call it “Reshelving Syndrome” and I’ve got 4 ways that you can prevent it from happening:
Here are 4 ways to turn a “no” into a “yes”!
#1 Take a step back. Make sure that your offer is giving your target market something that they really want.
Did you create this product or service because it’s your passion and uses your talents or did you create it because it’s the perfect solution for a specific problem? In the perfect world, it would be both. But if you had to choose, it’s absolutely necessary that your product is solving one specific problem. Your sales copy needs to showcase that.
#2 Showcase the benefits. For each of the features of your offer, tell me why it matters. For instance, if you’re selling a personal finance program to help people get out of debt that includes a lesson on “Consolidating Credit Cards”, tell me why I should care about that!
#3 Give them a reason to decide now. There’s a reason why flash sales and Black Friday work so well — people know that they have a limited time to get the goods. It’s amazing what happens when you give a human being a deadline, they take action at the last possible minute!
#4 Show them that you understand the problem. Why should they trust you to solve this problem? Why are you qualified to do what you do? The best way to create trust is to share your story of overcoming the same problem and to share testimonials from people who have worked with you in the past.
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