with our product” than it is to say, “Lose fat with our product.” Specific
promises are easier to grasp for the customer and they’ll feel more confident
in the product. Grey, fuzzy promises are less appealing. Make promises as
specific as possible, and also make downsides as specific as possible. For
example, minimize the downside by saying “there is a 30-day money back
guarantee” rather than “we have an excellent returns policy.” The former
gives a clear, definite promise to the customer that they can feel confident in,
the latter is less appealing because the customer is more unsure what they are
getting.
Get emotional.
People buy when they have their emotions stirred. You want the reader to
feel excited by what the product will give them – you want them to feel the
crushing downside if they don’t get the benefits you are promising. Do
everything you can to push the potential customer to feel strong emotions and
push the upside hard whilst antagonizing the customer’s fears.
Newness and novelty are powerful.
Differentiation in the marketplace is a powerful way to make your product
seem better than the competition. If it’s the first in the product, that’s
fantastic. If it isn’t the first, make it different, better in some definitive way.
Always think about how you can present something as being better and
newer. Also, don’t be afraid to focus on the unusualness of the product.
Use testimonials.
This comes back to minimizing risk. No customer wants to take a risk when
they buy a product. So, the more you can ease all their worries, the better. To
do this, have multiple, excellent testimonials throughout your marketing.
If in doubt, discount.
Emphasizing the cost savings of a product is always a great move. People
love a deal. There is nothing new here. Consider the positioning of the
product or service in the marketplace. If you have something more premium,
perhaps make the price an afterthought. If the product or service is
deliberately priced to be competitive, make this prominent in the sales
material.