To Good To Be True

When you read a well crafted, long, sales letter on the web telling you how “I made $341,000 and so can you…”; how do you feel? This guy promises to reveal his secret. He also promises that you can do it too. He even promises to guide you step-by-baby-step. This is your wish come true. This is what you have been looking for through all your surfing online. You are desperately trying to believe that the promises are true. You want to believe so badly, your finger trembles as your mouse hovers over that “Buy Now” button. Why do you hesitate? What is holding you back? Go for it!

What is wrong? What is missing? The three key components of the advertising maxim Attraction, Interest, Desire, Action (AIDA) are all there. There was attraction, interest and desire but no action was taken. And that missing piece means a failure to convert traffic into sales.

The Lack of a Personal Touch

Somehow, the link between the product pitch and the buyer action is missing. In the off-line world, other than broadcast media and printed collaterals, we can depend on sales people to make a difference. Telemarketers, sales consultants and relationship managers can easily add a personal touch to push the sales through. They can use convincing words, encouraging smiles and a warm handshake. In the online world, the keyboard and mouse is the only means of interaction between you and your buyer. Words are all we have to complete the sale when the traffic is flooding through our gates. Why is it a major constraint?

1) YOUR PROSPECT CAN'T DISCUSS or NEGOTIATE WITH YOU

2) THEY CAN LEAVE WHENEVER THEY WANT.

Online, your sales letter is all you have to convince visitors to take action to become buyers. So why do some sales letter fail to move us to take that final step of making a purchase? They are convincing, compelling and persuasive, often with evidence of earnings (eg, ClickBank’s cheque, PayPal’s Statement) and testimonials from successful buyers.

Let us stop to think about this for a moment. Testimonials from lots of successful buyers might seem convincing at first glance, but then, who are they to you? Do you really know them? Can you really trust that these testimonials are as truthful as you would like them to be? Are the ClickBank cheques real? We questioned their credibility and integrity. We doubt the authenticity of the testimonials. Remember when you were young, mummy said “Don’t talk to strangers…”? This habit of mistrust continues to live in us even though we are no longer tied to mummy’s apron-string. There is no relationship between us and the seller. Buying from a stranger is psychologically uncomfortable and frightening, and that convinces our logical mind that it is commercially unsound and financially hazardous. The missing link here is a relationship to build on trust, credibility and good faith.

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