Reasons why

Give your prospects the reasons behind the deal you are making and you improve the chances of it being accepted; it’s a technique often suggested by savvy marketing experts. I’d like to share another aspect of ‘reasons why’ explanations that can also be very persuasive.

It’s connected to the ‘objections’ – or ‘reasons why’ your prospect may not buy. Answering the concerns your prospect has; reassuring them that purchasing from you is a wise decision is crucial to your sales letter campaign’s success.

Now, if you met your prospect face-to-face you could answer any and all the questions they might ask. But when you are writing your sales message you have to try to answer those potential ‘stop-them-buying’ questions in your description of the benefits and features of what you are offering.

Give Reasons Why They Won’t Buy…

There is another, more direct approach that may work for you – especially if you are giving a seemingly outrageous deal that is likely to make someone think “What’s the catch?”

You start by telling your reader that your marketing experts do not expect a high take up of your offer – citing perhaps only a 10% or 12% response. And you then say that although that is OK from a business point of view, it worries you that someone may miss out because you haven’t explained the deal properly.

So you tell how you brainstormed with your people to think of reasons why someone may refuse the offer. And then tell them what you came up with and – of course – answer those objections.

Including supporting testimonials as you answer each objection makes it even more powerful and persuasive.

It’s a technique I discovered many years ago and have used in different letters.

Practical Example

In the example I’m giving you here I wrote the letter for an office equipment company who specialised in supplying equipment to estate agents. It was an ideal fit because the offer this company was making (a free colour, laser printer) was absolutely unbelievable, although a perfectly viable business proposition for them as well as a fantastic deal for their clients.

Download the ‘Reasons Why’ PDF example here (right click to download, left click to open in a new browser window).

I’ve extracted just the pages detailing the ‘reasons why’ and, for confidentiality, my client’s company name and their clients’ names have been removed. (These pages demonstrate the real, powerful reason for collecting good testimonials too… see The Heart of The Matter for more on testimonials).

So, next time you decide to make an incredible offer to your prospects or customers consider if this technique might work for you.

And if you use it, do let me know how you get on.

~ Carol Bentley

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