Admitting a Flaw -- What Flaw Do You Admit?

One way to go about it is to admit the product won't do something the prospect has no interest in doing anyway. For example, when I was looking for a simple text editor/pdf converter, I came across one which said:

"We have to admit it. In order to keep the code small and fast, we had to omit some of the really fancy formatting options. So this program sucks for desktop publishing. In fact, it only does one thing really well - it formats simple documents for easy reading and converts them to PDF quickly and efficiently..."

The way the product was positioned, real prospects weren't going to be looking for fancy DTP functions anyway - they wanted easy, readable pdf ebooks, and they wanted simple, low-cost software to produce them. Somehow, the seller had to admit that that was the only thing his program actually did well...

Personally I can't remember using a flaw as a selling point, but if I wanted to do that and was struggling to think of something, I'd probably scope out the competition and find one of their features that doesn't really translate to much of a benefit and use that.

One could use the tactic on a personal level too, I suppose. For example, admitting I have a tendency is to use too many complex sentences in my writing might help sell a product about effective writing if I explain how my product helps people overcome that tendency.

I used to be Vain... But I got over that

now I'm perfect

If it is my own product then I usually apologize in advance for the sheer volume of writing and explain how I tend to get carried away with delivering content to the point that some people may be turned off by the amount of reading that is required HOWEVER there are quick chapter summaries and plenty of simple tips along the way....

And maybe I'd apologize for using big long runon sentences..

I also tend to not over 'beautify' my products so sometimes I'd mention the lack of graphics, the weird New Zealand accent on the video and at the end of that day it was all done to get them what they needed as fast as possible and at the best price...of course if you're more interested in something nice to look at instead of [Id tickling benefit] then by all means check out one of my competitors...

I'm a John Carlton disciple in some ways and that's an angle he talks about using.

Nothing is perfect, except for Robert Puddy, so I like to help break through their natural skepticism and let them know that they are right...it isn't too good to be true...it's not perfect but it is exactly what they need to scratch that itch.


Cheers,

Jonathan

I love admitting flaws. (I have many.)

I don't care what someone's selling, there will always be a perceived flaw somewhere in the mind of your prospect whether it's valid or not. And if you aren't addressing them, your prospect is. Even if it's only at a subconscious level.

Don't lie, but don't be afraid to play up any weakness you see in your product or your self.

This makes people believe you far more because if you admit something damaging about x, then y and z must be pretty "legit" - if that makes sense.

Some flaws I like to address?

The look of your product if it's not well produced.

That it (your product) might actually take "work" (this can be refreshing to hear).

You maybe haven't been "in business" as long as others...

Maybe it's takes you a day or two longer than others to respond to email, but boy do they get a great response, not done by an assistant...

Sure you've never made a product about x before, but because you're an expert in y, you are surrounded by people who know all about it. (The flaw being you're too "new")

There are so many examples, but based on your marketing efforts, customers will have a picture and story about you in their head. You need to anticipate where they will think you're "bs-ing" them and get their before they do. Etc...

However not all of these (or any others) have to be addressed. And it's important to know when to bring them up at all. But you should try to understand any perceived flaws (however authentic they may, or may not be) about your product or offer and bring them up yourself.

If you're really good at what you do and what you offer (and it looks like you are) then it can be hard to know what to admit. But again, if you get into the mindset of someone looking at your stuff,...they're skeptical. We all are. We've had too many glimpses of the Wizard, and he's not who we thought he was.

When you come at it like that, it'll be easier to see that the flaws are merely perceptions (wrong or otherwise), and they can be turned around to your benefit.

"This system isn't for everyone. If you hate children, kill puppies, and worship satan - we don't want you as a customer."

:p

Amongst the guys doing the big mega launches it really seems that the "This is not for you if you're not going to take action and do the work" is the most common "flaw" to admit.

"This product won't help you attract hot showgirls or force you to vacation on a new beach every month. It won't do one thing for your excuses of why you have no time to visit the in-laws. But it will fill your mind with literally over 50 options of how to improve your prospecting by phone."

Mark Riddle

Admitting a flaw is just to take away a little bit of the 'hype.' If your product sounds PERFECT, people get skeptical. One way of admitting a flaw could be by saying:

"Warning this product is not for everyone! If you're looking for a get rich quick scheme, this product is not for you. This is not a magic button system that will make you rich overnight. You actually have to put in a little work and effort into it."

Something along these lines. But don't be too negative or nobody will buy! :p

The rule of thumb here is that you admit a "flaw" that is a hidden
benefit to the customer--so it's not really a flaw in the truest
sense of the word.

Examples:

ugliness where function matters,
brevity where substance maters,
simplicity where low price matters etc.

-Ray Edwards

My flaw that I tend to present is that I come out and say that Im not a guru, but a person just starting in IM who has had moderate success even though I just started.

I then go on to explain how my 'weakness' is really a good thing because of the advantage it gives to learn from somebody who has just been there.

Oh, I have a huge flaw: Wanting to make certain I do everything right before I go about doing it, then when things go wrong and it bombs, I blame myself instead of the people that told me how to do it.

That stops immediately.