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Customer's resistance to change...

by AdwordsMogul
5 replies
Here is a question for other copywriters:

At some point the reader realizes that they can actually get results when they buy the product.

They believe it works, they believe it's doable, and they believe it will work for them.

The price is cool, and they know they need to buy now to get the best deal.

However, that's the point where everything else "kicks in" to prevent them from taking that step and actually buying your product.

Now, obviously, they will still go through this after they have bought it, and that's why most people don't use whatever they buy (regardless of whether it's information or a physical good).

What I want you to look at is what happens before they click on the "Pay now" button.

Do you take this into consideration?

If so, how do you deal with it?

I'm really excited about hearing your opinion!
#change #customer #resistance
  • Profile picture of the author Anish
    I'm not a copywriter but I'll go ahead and make some guesses.

    Yes, you've justified your product in your copy. You've told them the features of your product, what the reader will get, why they should buy the product, and so on. That's just focusing on "logic". And I don't think there are many people who buy stuff acting solely on logic. In my opinion, a truly great ad copy has psychological triggers and a great bunch of emotional effect along with the elements of logic in it.

    I think the way most professional copywriters "deal with it" is by creating a sort of, urgency to the reader as to why they MUST buy the product.. not just why they SHOULD.
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  • Profile picture of the author Alex Cohen
    Originally Posted by AdwordsMogul View Post

    Here is a question for other copywriters:

    At some point the reader realizes that they can actually get results when they buy the product.

    They believe it works, they believe it's doable, and they believe it will work for them.

    The price is cool, and they know they need to buy now to get the best deal.

    However, that's the point where everything else "kicks in" to prevent them from taking that step and actually buying your product.

    Now, obviously, they will still go through this after they have bought it, and that's why most people don't use whatever they buy (regardless of whether it's information or a physical good).

    What I want you to look at is what happens before they click on the "Pay now" button.

    Do you take this into consideration?

    If so, how do you deal with it?

    I'm really excited about hearing your opinion!
    Inertia can be tough to overcome. That's why, as the previous poster commented, a tactic to create urgency must be used.

    Alex
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    • Profile picture of the author Kev Stevenson
      How about removing the last element of risk for the buyer with a cast-iron, no-quibble, no-questions-asked, money-back guarantee?

      Somewhere else on WF recently, someone reported good results using a very long money-back guarantee period - improved conversions and very low %age of refunds...

      (just had a quick search but cannot find the thread to link).

      Regards,
      Kev
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      • Profile picture of the author livepsycle
        Originally Posted by Kev Stevenson View Post

        How about removing the last element of risk for the buyer with a cast-iron, no-quibble, no-questions-asked, money-back guarantee?

        Somewhere else on WF recently, someone reported good results using a very long money-back guarantee period - improved conversions and very low %age of refunds...

        (just had a quick search but cannot find the thread to link).

        Regards,
        Kev
        Ooo.... nice. "Cast-Iron, No-Quibble, No-Questions-Asked". Consider it swiped.

        And a damn fine answer too I might add.
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  • Profile picture of the author keralafriend
    [DELETED]
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  • Profile picture of the author jtunkelo
    Looks to me what you're looking at is the art of the close. Without a powerful close, the rest of the copy is kind of pointless, and because of a weak close, many beginner writers end up with weak results.

    So. There are many different ways to do this effectively, one of the best is the 'crossroads close'. This is where you clearly lay out a choice: either do what you've been doing and keep getting what you're getting, or get this product and get everything that was just clearly laid out. This not only increases the pain of the current situation, but also kicks in the 'must act logically' response where the prospect almost has to experience physical pain to not buy and act illogically. VERY powerful when done right.

    Sometimes it's best to do a summary of the entire offer, if the benefits and bonuses and such pile up high enough to tip the scales. In this case, fear of loss is the operative emotion that pushes the prospect over the edge.

    These are obviously only some of many ways to close effectively, it's a very rewarding area to improve in your copy...
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