Lowering sales resistance is one of THE most important things you can try to tackle throughout your copy.
You see, people LOVE buying, but they hate getting sold to. So if you want to make sales, you need to lower the sales resistance that person is already having.
And if you’re not exactly sure what sales resistance is, have you ever walked onto a car lot and had a car salesman walk up to you, trying to figure out what you want to buy? That feeling you get, you know, the feeling of wanting to punch them in the face and do your own thing…is what prospects are feeling as they’re reading your copy.
So before I get into these 5 steps for lowering sales resistance, let me give you a little bit of a visual.
At first, you’re going to start off losing the battle. You prospect is literally trying to find reasons to say no to whatever you’re selling them.
Think about it, the majority of people out there are trying to look for excuses for EVERYTHING. Want to lose weight? People will have excuses why they can’t. Want to make more money? Same thing. This goes for everything, and there’s no exception to the product you’re selling.
Your job at this point is to create trust in the prospect and at least get them to contemplate owning whatever you’re selling them.
And eventually when you get them interested enough you’ll hit a …
At this point, they’re still going to be leery about the product but you’ll not only have their attention, they’ll have read a considerable amount of your copy and be at least thinking about consuming the product or service you’re writing about. Their will be a sort of battle going on inside the persons head.
Essentially, they’ll be unconsciously weighing the negatives against the positives and seeing which one comes out on top. The picture above represents the negatives and the positives (the money being the negative because they have to spend it, the arms-raised person representing the benefits).
And eventually you’ll (hopefully) come to a point where you can…
And finally, you’ll be able to be like this little gold man above and win the war even when the odds are against you! This only happens successfully when you have a good product selling it to the right people and using the right sales process to do it.
And although this seems like a hard thing to do, let me give you those 5 tips to lowering sales resistance so you can make this process MUCH easier – no matter what you’re selling!
Keep in mind, these are in no particular order:
As I mentioned, lowering sales resistance is sometimes a hard feat to do. But if you know how to do it and you know what buttons to push to lower the resistance without your prospect even realizing it, that my friend is how you become a great copywriter.