Selling Benefits Is Still The Name Of The Game
There are differences in how those benefits are reiterated online. On the one hand, in a traditional environment, a vendor is disconnected, directly engaged with a customer, who can interact with him / her one-on-one. This allows the seller to hear the objections that most customers have to buy the product. As any good seller knows, the moment an objection is raised, the sale is almost done. That's because people generally want to be convinced to buy a product; They only have a small problem or objection that they have not been able to solve by themselves. When a seller hears an objection, they will generally have an immediate response to why that objection is not how it is perceived, and it frames it differently to produce a statement of benefits for the prospect. This allows the customer to rationalize or harmonize their feelings so that the final sale is made.
However, how can you do the same online when the customer is anonymous? you don't see it and he/she doesn't see you? How do you know what your objections will be and what benefits to list when you can't even involve a website visitor to speak to him/her directly? The key is to brainstorm every possible objection a customer may have and list the benefits of your product on a sales page that includes ALL of them.
The online sales page is the equivalent of your customer sales presentation, and it better lists the benefits for you to read. However, if you consider human nature, you know that no one wants to read a long list of benefits. In fact, they may not even bother to read beyond the first two sentences of their sales page before deciding they don't want to continue reading. What do you do? There are ways to write these sales pages to get attention and gently head towards the page in a way that generates an emotional response that keeps you reading and eager to buy. The following pages will give you an idea of ?? how to do it.
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