Winning The Customer Through Weakness
There is a saying in my country that goes something like this:
"A fisherman never says that his fish is bad!" But should he if
he wants to make more sales?
"Hype" has become a word that many online marketers are shying
away from. Yet each person has his or her own definition of what
constitutes hype. I just typed in the word "hype" at Answers.com
and here are two definitions that the dictionary returned:
1. Exaggerated or extravagant claims made especially in
advertising or promotional material: "It is pure hype, a
gigantic PR job" 2. Something deliberately misleading; a
deception: " [He] says that there isn't any energy crisis at
all, that it's all a hype, to maintain outrageous profits for
the oil companies"
Even from those two definitions we see that one indicates
exaggeration which makes up the figure of speech called a
hyperbole and the other suggests deliberate deception.
I think that most marketers will want to shy away from deceiving
their prospects. From that perspective 'hype' will not just be
wrong but unethical.
But what most people see as 'hype' normally involves a
high-pressure direct selling sales letter that uses many
superlatives and promises much more than the product or service
can deliver. For example, to make the purchaser rich overnight
with little effort on their part and instant success and
gratification.
This style of writing has become so popular on the internet that
most people have become immune to such letters. The kind of
sales copy that now stands out is the one that is more
down-to-earth and shows a human side. By 'human side' I mean
openly admitting to the downside or faults of your wares.
This of course is a counterintuitive approach. Who wants to
admit that they are selling 'faulty' products? In fact, the real
purpose of a sales letter is to get a sale not to drive people
away. So, if logic and common sense hold true, you should show
all the great benefits that your product or service offers. And
be silent about the weaknesses.
But a big issue especially on the internet is a matter of
credibility. And when you are willing to say that your product
or service is not the perfect solution then your credibility
just shoots through the roof! You become believable and
transparent and it shows that you have nothing to hide.
In other words, it's when you are weak that you are strong.
Those words are taken from the Bible story about Paul who prayed
to God to take away his "thorn in the flesh" . His request
wasn't granted but instead he was told that he is stronger when
he is weaker. You see Paul was such a " perfect" Christian that
he needed something to remind him that he was still human.
There is something interesting I realize about the American
public. They are willing to forgive you of the most serous
blunders whether public or private