You can't sell online without using these 4 magic words.
No matter the product or service you're offering...
Your customer needs to hear this:
"It's not your fault"
4 simple yet most effective words if you want to sell ANYTHING online.
Why?
Because it's likely your customer has tried to solve the problem before.
But whatever they used before clearly didn't work.
And they're not to be blamed for their failing.
Then who is?
Of course it's others - your competitors, existing solutions, industry, government, common beliefs, etc.
Another reason you have to include "It's not your fault" is...
It gives you the platform to launch into what's called a Unique Mechanism.
1. Unique Mechanism Behind the Problem our Prospect Faces
2. Unique Mechanism Behind the Solution to that Problem
It's how you back up your claim.
Take this as an example from a weight lose program;
"You are not broken. And there is hope.
If you've ever been made to feel like a failure, we're here to tell you - your weight is not your fault. Diet culture has misled you to think that restricting harder is the answer.
Let's equip you with science-based tools and strategies, shall we?"
Can you spot the unique mechanism (problem & solution) in the above example?
I have made it easy by highlighting the answer.
But now don't go ahead and start your sales page with 'it's not your fault'.
Because there is a time and place to use these magic words.
And that place is... After the Unique Mechanism behind the prospect's problem, and before the Unique Mechanism behind the prospect's solution. So your sales page copy will go something like this... HEADLINE
LEAD
UMP
4 MAGIC WORDS
UMS
... And then you complete the essential elements of a sales copy.
P.S. If you want help selling your product or services online...
Click the link below to schedule a strategy call with me.
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