How Not To Screw Up Your Offer

The conventional wisdom in the internet marketing world, is that prospects are stupid. If the link doesn’t say "click here", they won’t click. If the button doesn’t have ten huge arrows pointing toward it, they won’t push it. If you don’t create an adrenaline rush with every sentence of your pitch, they’ll walk away.

And it’s true that all these tactics work - that time. Have you ever found yourself in a situation where you bought something just to get the salesperson to shut up and leave you alone? Did you want to buy anything from them again?

Have you ever picked up a leaflet just because the person distributing them was annoying as hell? Did you even look at it before throwing away?

As I’ve said, the mentioned tactics work, but they create the same result as the situations described. They create hype and they push the prospect to do something. Because of that, she starts feeling resentment. She didn’t make a decision, she was forced into one. She was sold.

Many marketers make this mistake. They try to create hype, they push, and shove, and sell. Unfortunately, people want to buy, not be sold to. Buyers to make a decision - the right one. They want to know they can trust you.

When someone makes a decision, she sticks to it. By helping someone make the decision of buying from you, you earn her trust. You earn the right to make the sale. Next time she wants something, she’ll come straight to you.

By pushing you lose the chance to earn her trust. Making a decision creates a commitment. Getting forced into one does not. She might buy from you this time, but you won’t hear from her again.

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