3 Things That Turn Visitors Into Buyers
There comes a time in every sales cycle when the person you want to sell to actually arrives at your sales page. That is the make or break moment of your sale. In that moment you have to make sure your visitor finds what she’s looking for. If you don’t, she’s gone - just like that.
Over the years, I’ve seen hundreds of different sales pages. Many of them scream: "this is a scam." They may be perfectly legitimate, but they did things that made sure I will never buy from them. If you got your visitor to the sales page, don’t screw it up.
If a visitor is reading your sales pitch, it means that she’s ready to make the decision to buy from you. Before she can do that, however, she needs to know she can trust you. If you make your pitch look and sound like a scam, trust is the last thing you’ll get.
The truth is you don’t really need to earn your reader’s trust - she’s already giving you the benefit of the doubt. If she didn’t, she wouldn’t be reading your pitch. If you get the visitor through the sales page without screwing up, she’ll trust you.
There are two parts to a sales pitch. The first part is about getting your reader to make the decision to buy from you. You need to show what benefits she gets by becoming your customer. Remember, she’s already done her homework - don’t flood her with irrelevant information.
If you get through the first part, your visitor will have made the decision to buy from you. Now she’s looking for confirmation. She wants to be sure the decision was the right one. She’s looking for signs of credibility. Show your reader that you are qualified to make the claims that you make.
Trouble is, even a credible person is capable of lying. You have something to gain by making your promises, so she’s not entirely sure. What she needs is to see other people who have bought from you and found it beneficial. She want’s to see what is known as social proof - testimonials by people who tried your product.
Give your visitors these 3 things - benefits, credibility, and social proof - and the sale is yours. But go overboard and you start to look as a scam.
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