Why Should I Buy YOUR Product?

by Steven Wagenheim 24 replies
Okay, time to put on your thinking caps because there is a quiz at the end
of this.

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."

[BUZZ] Wrong!!!!

Nobody wants to learn about Adwords. Nobody gives a rat's ass about
Adwords.

What do they REALLY want?

They want an effective advertising method that is going to make them
money.

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
want solved.

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.
#main internet marketing discussion forum #buy #product
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  • Profile picture of the author ramkarthik
    Well, I don't have a product, but I do have a blog.

    Ok let me say why you should read my blog:

    Are you tired of reading the same blogging tips written over and over using different words in almost every blog out there? I can tell you it is very hard to find a single resource for any problem. But in my blog, you will read tips on blogging, getting traffic and making money which you might not have read before. GUESS WHAT? I also give 100% money back guarantee that you will succeed reading my blog considering the fact that you will receive all the information in my blog for FREE.

    I hope that's not bad because I'm bad at writing sales page and that's because I haven't written one before.
    Signature
    Sit back and relax, while you take advantage of this freelance writer.
    Special Price:$10 per article (normally $25). PM Me for details.
    .
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  • Profile picture of the author Thomas
    Originally Posted by Steven Wagenheim View Post

    Why should I buy YOUR product?
    Because I said so!
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  • Profile picture of the author matthewd
    Great point Steven.

    You have to understand their ultimate goal... People don't want the features of your stuff, they want the benefit. In the case of your example, the benefit being more money.
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  • Profile picture of the author warner444
    The quiz question is one I think I will apply to every sales page I ever write and some I may be re-writing soon due to this quiz question.

    My answer for my current wso (see sig)

    You should buy my product because it is a unique method to grow your business that I use because it works.

    Lots of people are on Twitter doing lots of things but this method pulls together some related Twitter sites and your blog. Because of that you will increase everything you do, whatever it is. Links, list, market knowledge. Contacts for JV's, more readers for your blog. Once you gain attention it is yours to direct. Yes this method is making sales, is building my list, and I probably should have sold this for more.

    In one sentence, because it works as advertised if implemented and will help you grow your business.
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  • Profile picture of the author Suthan M
    Awesome post. Talking about how the benefits will help them, rather than going on about the features of the product really will drive home the message to potential buyers.

    But talking about testimonials, do they really work nowadays as much like how they used to do back then? If yes, which is better, video, or audio, or just plain written testimonials ?

    Suthan
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    • Profile picture of the author Steven Wagenheim
      Originally Posted by asianlunatic View Post

      Awesome post. Talking about how the benefits will help them, rather than going on about the features of the product really will drive home the message to potential buyers.

      But talking about testimonials, do they really work nowadays as much like how they used to do back then? If yes, which is better, video, or audio, or just plain written testimonials ?

      Suthan
      Suthan, even in the IM niche, testimonials still work. Outside of it, they are
      critical. As for which is better...test. You'll have different results with
      different target markets.
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  • Profile picture of the author Dick Doe
    A question remains: why should I buy from you, Steven?

    Just kidding

    Very hard hitting post as usual. I guess I'd have to modify some of my salespages right away!
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    • Profile picture of the author Steven Wagenheim
      Originally Posted by Dick Doe View Post

      A question remains: why should I buy from you, Steven?
      All kidding aside, only you can answer that.

      If it fills a need that you have, yes. If it doesn't, no.

      It's really that simple.
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      • Profile picture of the author rperales
        Personally...

        ..because my product can show how to multiply little bucks
        into big bucks without extra effort, investment, etc..

        Some how that doesn't sound right huh?

        It's for real though..

        rey
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        • Profile picture of the author jcmentor
          Steven:

          This is the old feature, function, benefit maxim in sales.

          FEATURE: The Book "Definitive Guide to Adwords"
          FUNCTION: Teaches you how to do Google PPC marketing.
          BENEFIT: Make scads of money...

          The saying goes that great salespeople sell benefits. Mediocre salespeople sell functions and poor ones sell features.

          My experience tells me that you need all three, but they all hinge on scads of money.

          All the best,

          Jack
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          • Profile picture of the author Steven Wagenheim
            Originally Posted by jcmentor View Post

            Steven:

            This is the old feature, function, benefit maxim in sales.

            FEATURE: The Book "Definitive Guide to Adwords"
            FUNCTION: Teaches you how to do Google PPC marketing.
            BENEFIT: Make scads of money...

            The saying goes that great salespeople sell benefits. Mediocre salespeople sell functions and poor ones sell features.

            My experience tells me that you need all three, but they all hinge on scads of money.

            All the best,

            Jack

            Jack, I think you summed it up quite well and in a lot less space than me.

            Good going.
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            • Profile picture of the author Floyd Fisher
              Why should you buy my product?

              List building on autopilot.

              Did that do the trick?
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              • Profile picture of the author Steven Wagenheim
                Originally Posted by Floyd Fisher View Post

                Why should you buy my product?

                List building on autopilot.

                Did that do the trick?
                Why do I want to build a list Floyd?

                What's the benefits of doing that, even if it is on autopilot.

                Benefits, benefits, benefits.
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                • Profile picture of the author John Ritz
                  In the copywriting world, we play a game called "So That."

                  It works like this:

                  Why would people want to buy your book on Google Adwords.

                  Well, they want to buy it SO THAT they learns the ins and outs of Adwords and gets lots of traffic that converts, of course!

                  But we need to go a level deeper. Why do they want to do that?

                  Well, they want to do that SO THAT they can make more sales and more profits. Duh!

                  Ok. great. Now why do they want more sales and profits.

                  Well, they want ore sales and profits SO THAT they can increase their financial freedom.

                  And why do they want to do that?

                  They want to increase their financial freedom SO THAT they don't have to worry about bills, so they can work when they want, and so they can SPEND MORE TIME WITH THEIR FAMILY.

                  Bingo! Sometimes we have to go 3 or 4 levels deep before we uncover the deeper benefits. The true desires. Their *real* criteria.

                  Why do people like sports cars? Is it because they love speeding tickets? Or do they really want to be envied and loved by their friends and peers (and impress the ladies). Whatever.

                  The "So That" test can help you to uncover those deeper desires. But you need to know your prospects very well to play this game.

                  Cheers,

                  John
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                  • Profile picture of the author Steven Wagenheim
                    Originally Posted by John Ritz View Post

                    In the copywriting world, we play a game called "So That."

                    It works like this:

                    Why would people want to buy your book on Google Adwords.

                    Well, they want to buy it SO THAT they learns the ins and outs of Adwords and gets lots of traffic that converts, of course!

                    But we need to go a level deeper. Why do they want to do that?

                    Well, they want to do that SO THAT they can make more sales and more profits. Duh!

                    Ok. great. Now why do they want more sales and profits.

                    Well, they want ore sales and profits SO THAT they can increase their financial freedom.

                    And why do they want to do that?

                    They want to increase their financial freedom SO THAT they don't have to worry about bills, so they can work when they want, and so they can SPEND MORE TIME WITH THEIR FAMILY.

                    Bingo! Sometimes we have to go 3 or 4 levels deep before we uncover the deeper benefits. The true desires. Their *real* criteria.

                    Why do people like sports cars? Is it because they love speeding tickets? Or do they really want to be envied and loved by their friends and peers (and impress the ladies). Whatever.

                    The "So That" test can help you to uncover those deeper desires. But you need to know your prospects very well to play this game.

                    Cheers,

                    John

                    John, you said it better than I ever could.

                    Yes, it's not an easy game to play if you don't know your target market
                    very well.

                    Thanks for a great post.
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                    • Profile picture of the author HeySal
                      Why buy my ebook? Because it has been proven over and over again that better looking people get the most advantages in society -- and one feature all better looking people have in common is great, healthy skin. The only way to get HEALTHY skin is by giving it what it needs to give it what it needs to retain elasticity and keep the connective tissues and DNA in good repair, and keep it clear of festering infection (aka - acne). Skin is an ORGAN - You can lift your face until your feet don't touch the floor - but if you don't repair or maintain your cell structure correctly it's all gonna fall again and your gonna look like a shar-pei having a bad hair day- if you had skin integrity in the first place, you wouldn't need a freakin' face lift or potentially toxic acne drugs (and slapping toxins on your skin or swallowing them is not a great way to maintain cell or DNA HEALTH).

                      You can take 30 years to research and test nutrients and techniques or you can buy my book - it's already done for you.

                      Okay - I'm done - can I point all of your frightening mugs to my sig now?
                      Signature

                      Sal
                      New PLR - Disaster prep duo report pkg: The Art of the Graceful Bug out, and Preparing Pets for a Disaster. - PM me for report details.
                      Quality PLR Ebooks and Reports:
                      Mind/Language - Weight, - Pet/Dog - Disaster - 2011 Earthquake Report - Hair Care

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                  • Profile picture of the author jcmentor
                    Originally Posted by John Ritz View Post

                    In the copywriting world, we play a game called "So That."

                    It works like this:

                    Why would people want to buy your book on Google Adwords.

                    Well, they want to buy it SO THAT they learns the ins and outs of Adwords and gets lots of traffic that converts, of course!

                    But we need to go a level deeper. Why do they want to do that?

                    Well, they want to do that SO THAT they can make more sales and more profits. Duh!

                    Ok. great. Now why do they want more sales and profits.

                    Well, they want ore sales and profits SO THAT they can increase their financial freedom.

                    And why do they want to do that?

                    They want to increase their financial freedom SO THAT they don't have to worry about bills, so they can work when they want, and so they can SPEND MORE TIME WITH THEIR FAMILY.

                    Bingo! Sometimes we have to go 3 or 4 levels deep before we uncover the deeper benefits. The true desires. Their *real* criteria.

                    Why do people like sports cars? Is it because they love speeding tickets? Or do they really want to be envied and loved by their friends and peers (and impress the ladies). Whatever.

                    The "So That" test can help you to uncover those deeper desires. But you need to know your prospects very well to play this game.

                    Cheers,

                    John
                    John:

                    This is a really excellent post. In sales improvement (aka training) we have always said "peel the onion deeper and deeper." The way that you peel the onion deeper and deeper is by continually saying "so that" or "in order to".

                    This is the level at which benefits are meaningful to most people. But you can't hit them over the head with detail. The more implication, the better.

                    All the best,

                    Jack
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                • Profile picture of the author Floyd Fisher
                  Originally Posted by Steven Wagenheim View Post

                  Why do I want to build a list Floyd?

                  What's the benefits of doing that, even if it is on autopilot.

                  Benefits, benefits, benefits.
                  Lists make the owners of said lists money.

                  The bigger the list, the more money (all things being equal of course, there is more to it than just list size).

                  Clear enough?
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  • Profile picture of the author Zeus66
    Why should I buy YOUR product?
    Look, I know some people who know some people. Buy my product or some of those people will be paying some of your people a little visit...

    I call this Soprano Marketing. Catchy? You likey?

    John
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  • Profile picture of the author talfighel
    Why should you join my newsletter below?

    Well, the company that I am going to send you info about is the FIRST and only network marketing company out there IN THE WORLD that takes an individuals DNA and then they customize a nutritional program specifically for them.

    Don't guess when it comes to your health, ASSES.

    Tal
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    • Profile picture of the author Zeus66
      Don't guess when it comes to your health, ASSES.
      ROFL! I had to read this 5 times before I finally got that he isn't calling us all ASSES. LOL He means "ASSESS," I do believe. I'm sorry to laugh at your misspelling, but it has to be the funniest one on this forum in many a moon. HAHAHAHAHA! You just called us all asses. That makes your sentence damn funny, man. Thanks for the laughs!

      John
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  • Profile picture of the author Chris_Willow
    Because I'm a cool guy and you'd like to make some money, right? Well I make things happen...

    Chris
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  • Profile picture of the author visit_faraz
    Awesome post Steve.

    I had read this in a copywriting book, but then forgot about it.

    That was an awesome reminder for me.

    This really helped me a lot.

    bye,
    faraz
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  • Profile picture of the author Mark M. Bravura
    And the best reasons why are always shared in a conversational tone, minus the (bad) hype; with no big bold red headline screaming "LEAVE Now! (properly translated, of course).
    Signature
    Sig's on vacation...


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