Under-Hyping To Win More Sales

There's a saying in my country that goes something like this: "A
fisherman never says his fish is bad!" But should he if he wants to
make more sales?

"Hype" has become a word that many online marketers
are shying away from.

Yet each person has his or her own definition of what constitutes
hype. I just typed in the word "hype" at Answers.com and here are
two definitions the dictionary returned:

1. Exaggerated or extravagant claims made especially in advertising or
promotional material: "It is pure hype, a gigantic PR job"

2. Something deliberately misleading; a deception: "[He] says that
there isn't any energy crisis at all, that it's all a hype, to
maintain outrageous profits for the oil companies"

Even from those two definitions we see that one indicates exaggeration
which makes up the figure of speech called a hyperbole and the other
suggests deliberate deception.

I think most marketers will want to shy away from deceiving their
prospects. From that perspective 'hype' will not just be wrong but
unethical.

But what most people see as 'hype' normally involves a high-pressure
direct selling sales letter that uses many superlatives and promises
much more than the product or service can deliver. For example, to
make the purchaser rich overnight with little effort on their part and
instant success and gratification.

This style of writing has become so popular on the internet that most
people have become immune to such letters. The kind of sales copy that
now stands out is the one that is more down-to-earth and shows a human
side. By 'human side' I mean openly admitting to the downside or
faults of your wares.

This of course is a counter intuitive approach. Who wants to admit that
they are selling 'faulty' products? In fact, the real purpose of a
sales letter is to get a sale not to drive people away. So, if logic
and common sense hold true, you should show all the great benefits
that your product or service offers. And be silent about the
weaknesses.

But a big issue, especially on the internet, is a matter of credibility.
And when you are willing to say that your product or service is not
the perfect solution then your credibility just shoots through the
roof! You become believable and transparent and it shows that you have
nothing to hide.

In other words, it's when you are weak that you are strong. Those
words are taken from the Bible story about Paul who prayed to God to
take away his "thorn in the flesh". His request wasn't granted but
instead he was told that he is stronger when he is weaker. You see
Paul was such a "perfect" Christian that he needed something to
remind him that he was still human.

There is something interesting I realize about the American public.
They are willing to forgive you of the most serous blunders whether
public or private ... if you admit to them. But if you are found out
while trying to hide these 'imperfections' then the public and media
will rip you apart.

The same will happen in your marketing as well. If you admit to the
weaknesses of your products then you WILL make more sales. Let us look
at some ways in which you can do this:

A. This one is obvious but you should still say that your product is
not for everyone and then define your market. This works to build
exclusivity for your product and at the same time show that you are
not trying to sell to the entire world.

B. Admit that there may be better products than yours but they are
more expensive. You can then show that yours will be a bargain for the
price.

C. Instead of pretending to be a "guru", state that you are just
starting out and that's why you are so reasonable in your fees. (If
this is the case.)

D. Be honest about the 'average results' that your product brings to
your customer. It's customary to show your best results in the
testimonials you use with that disclaimer tucked in fine print at the
end: 'these results are not typical'. Since the law requires this why
not just be upfront about it.

E. Always under-promise and over-deliver! This will be appreciated by
your prospects every time.

There is a period just after placing an order when your customers go
through a moment of regret and psychological dissonance. "Was I
foolish to make this purchase? Did I pay a fair price? I wonder if
this will really work?"

That's why you should always follow up a sale with a note of thanks
for the purchase. This will help to reassure the new customer during
this critical period.

But if you promise more than you could deliver then this period of
regret will lead into a request for a refund or even worse--a lost
customer for life. On the other hand, if you deliver more than you
promised then the customers feel smart about their decision and for
'discovering' you. You'll have a customer for life!

So even if your "fish" is perfect maybe you should sell your
customers on your catch being just 'great' and allow the customers to
discover your fish is really perfect.

You'll catch more customers in the process ... and maybe more fish
too!

-Ray Edwards