Let's play a game. Imagine for a moment you're one of those shifty marketers out there selling something you have no right to be selling. |
You know what I'm talking about. The "magic bullet" products that promise instant, push-button success. That kind of thing.
And you want to get this magic bullet product into as many hands as possible.
How do you do it? You stay vague. You tell the buyer about how they're going to learn how to do X and Y and Z.
You tell them they're going to take "control" over their audience or be the "boss" of their industry. You don't give them too much in the way of details.
Maybe you're even telling the truth. Maybe your formula will work. Maybe it's proven. Maybe it's 100% legit.
But maybe those 140 hours of bonus videos are completely unedited and virtually unwatchable.
Maybe you're selling a perfectly valid formula, but it's a lot more complicated than the average buyer would ever want to follow through on.
Maybe the reason it's proven is because it's based on honest hard work, and if you came out and said that, nobody would buy it.
Even if what you're teaching is correct, above board and legitimate. If they knew the details, they probably wouldn't buy.
Buyers of magic bullet products want magic bullets - if they knew how intense it was going to be, they'd be scared off. So as that less than ethical marketer, you keep it as vague as you can.
You tell them that at the end of this program, they'll know how to do X and Y and Z and then success will be theirs.
People buy. They get the product. They see the typo-ridden transcripts and the complicated systems and the hard work.
They want their $1,000 or $1,500 or $2,000 back. Sometimes they even get it.
But now they're disappointed. They're angry. They're burned. They'll never buy a magic bullet from a vague marketer again.
But the story doesn't end there. Then these people come to you - the real you, not the imaginary one we were playing at. Here's where it gets interesting.
You're not a shifty marketer. You're a nice person. You're doing the best you can.
You're working hard on your product, and you finally get it done.
It's not perfect, but you gave it the very best you could under the circumstances.
You start working on your sales page. But then you get nervous.
As you begin to describe the details of your product, you start to get scared that people might be turned off by knowing certain specifics. Not because you're a liar, you're just worried about turning people off.
If you tell them your ebook is only 82 pages, will people think it's too short? If you tell them it's 253 pages, will they think it's too long?
If you tell them your videos are 2 hours long, will they balk? If you tell them the videos are 14 minutes each, will they think that's not nearly long enough?
If they saw your less-than-ideal membership site theme, might that turn them off? Or even if it's really slick, will it look too slick?
If they knew the coaching sessions came with homework, would they click away? If they knew the Q&A calls were at 7PM Eastern, would they refuse to buy?
It's easy to get afraid. Sound familiar?
There are so many types of buyers out there. Everyone's different. Everyone's turned off by something.
You start worrying that if you gave the full, unvarnished truth, sales might go way, way down. So maybe you do what most people do - you stay vague, to hedge your bets.
You're not a shifty marketer. You're not afraid your product isn't good. You're just afraid that some people might get turned off if they didn't like the specifics.
So maybe you omit the specifics. You just talk about 5 audios being included. Or 6 videos. Or monthly coaching calls. You highlight the benefits, but you're careful to leave out the detail of the features.
You stay vague, and you tell them what they get, but not how they get it. You don't give the details of what it looks like.
But you know what happens when you do that? You look vague.
And when you look vague, those jaded, burned-by-other-marketers customers can't tell the difference between YOU and THEM.
You end up look shifty. You look like those marketers you despise. You lose their trust. You lose the sale. Not on purpose. But it happens.
Here's the lesson. People associate vague with untrustworthy. They don't give you the benefit of the doubt.
You can't just tell them that you're going to teach them X, or give them X. You have to tell them how. You have to give details.
They want to know that the ebook is 82 pages. They want to know the calls are at 7PM Eastern. They want to know that each audio is about 45 minutes long.
They want to know that your coaching calls involve homework. They want to know. That's how they can make an informed decision.
Give the full details, even if they scare you. It's an extreme show of confidence and strength.
I read an marketing article recently about how people get more clicks on dating site profiles if they use a webcam picture rather than a really nice headshot.
There's something about showing something potentially less favorable but clearly true that makes people feel more comfortable.
It's a kernel of truth they're not used to seeing elsewhere.
Again, we both know you're not a shifty marketer. But when someone reads your sales copy, do THEY know that?
Take a look at your sales pages. If you're not giving enough details about what they'll get on the inside, now's the time to change that.
Your buyers are waiting to trust you more. Don't be afraid.