Why should I buy YOUR product?
Let's take a hypothetical situation and since I don't want to be accused of
pimping my own stuff, let's take Perry Marshall's book on Adwords.
Let's say it's YOUR book and somebody asks you why they should buy it.
Now, I will freely admit this, this is an answer I would have given years ago.
"Well, if you want to learn about Adwords, this is the best book out there."
Nobody wants to learn about Adwords. Nobody gives a rat's ass about
What do they REALLY want?
They want an effective advertising method that is going to make them
Or, bottom line, they want to make MONEY.
So, what's the answer you SHOULD give them?
Well, there are plenty of ways to say this and plenty of different answers
to give, but you might want to say something like this in a reply email if
you get this question asked. Alter to taste.
"Well, you want to make money right? I mean after all, that is your
ultimate goal. And in order to make that money, you have to sell your
product, correct? And in order to do that, you have to use some kind of
advertising. Is that also not correct? Well, Adwords is probably the most
effective and targeted form of advertising there is IF used correctly. My
book will absolutely give you the best Adwords techniques so that your
campaigns are profitable and you don't end up losing your shirt in the
process. I feel my book will do this better than any other book out there."
And then of course you then send them to the sales page where they
can see the testimonials of folks who have already used your book and
have achieved success with it.
The main thing you need to understand here is that nobody cares about
learning anything or that your book is the best book out there. What they
care about is making money, or whatever other problem it is that they
You can apply this to any product. I don't care what niche it's in. You
have to dive down into the core of what that person really wants. Don't
feed them the pat line about how it's "the best book out there to learn
about xyz." Nobody cares. They care about what learning xyz is going to
do for them.
So here is the quiz?
Take a look at YOUR product, whatever you're selling and tell ME why I
should buy it, assuming I am your target market. If you can do this
effectively in your ads, sales copy, article resource boxes or whatever,
you will DRASTICALLY increase your sales.