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How To Make Your Offer A No-Brainer By Laying-Out The Choices.
By Hans | January 24, 2009
Imagine you have detailed knowledge of how computers work.
Now imagine explaining to your grandmother who’s never touched a computer in her life why she should buy a certain computer.
Most likely you’ve got a challenge.
Words like “RAM,” “memory,” “processor”… even “mouse” mean nothing.
You then set-out to explain these items. But, it seems like what you say goes in one ear and out the next.
She doesn’t want to understand it. It’s a foreign language. It requires work.
This challenge is the same when you attempt to sell anything. From a political viewpoint to your product or service.
You’ve got to take far-off concepts (those others can’t relate too) and simplify them so they not only make sense. That’s not enough.
But, you’ve got to speak in a way that your target audience is willing to listen.
There are a lot of techniques to do this — simplify reality into a message that sells. But, there is one that stands-out:
You can layout the choices.
These choices might be between:
- Continuing to do the same old mistakes or using another more effective approach,
- Paying exorbitant fees for something that does not work or paying lower fees for something that does,
- Remaining ignorant or gaining the benefits of knowledge (the red pill versus the blue).
- Joining the elite group or remaining below with those struggling.
- And the list goes on and on.
Choices makes deciding easy. Your recommendation becomes a simple no-brainer choice.
Let’s take a few examples of how this concept might be used in sales copy.
Let’s go back to the computer idea.
We might tell a Grandma, “When you get a computer, it’s like being right there in your grandchildren’s life at the most important moments. You can instantly see pictures moments after they’re taken. You can instantly send ‘e-letters’ to your friends without paying a cent…. OR…. without a computer, you’re left-out. Friends and family won’t be able to easily connect with you. Precious moments will be missed.”
This is a real and meaningful choice. By expressing it, the other person focuses on what’s most important.
Let’s take a couple more examples that you might have seen before in your own or other’s sales copy.
For an effective business opportunity, the choice might be between continuing to struggle from pay-check-to-pay check or living a life of abundance. Each choice impacts not only enjoyment you personally get, but it also impacts your family’s lives.
For a product that boosts your immune system, a choice you might lay-out is between feeling down-and-out, getting sick more often, and being more susceptible to the threat of disease… or you can feel energized, ready-to-take on the world, which means you’re more productive, enjoy better relationships, and are happier. Two very different worlds.
You know that you have laid out a good choice when it overcomes all of the prospect’s objections. Price, time-constraints, lack of skills seem small in comparison to the benefit of gain.
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