I’ve wanted an iPhone for ages, but I haven’t bought one yet because only six of my seven prerequisites are met.
No matter what you’re selling, how you’re selling it, or who you’re selling it to, there are seven things that customers need to know before they decide to buy.
Let’s use Apple’s brilliant copywriting for the iPhone as an example.
This is the first thing you tell people when they ask what you sell.
The customer needs to know all the features of what they’re buying. Here’s one of the features of an iPhone:
“The Retina display on iPhone 4 is the sharpest, most vibrant, highest-resolution phone screen ever, with four times the pixel count of previous iPhone models.“
Once you communicate the features, you need to emphasize the benefits to those features. What does the customer get out of your product or service?
In Apple’s case, the benefits to the Retina display are clear:
“In fact, the pixel density is so high that the human eye is unable to distinguish individual pixels. Which makes text amazingly crisp and images stunningly sharp.”
3. Social Proof
Nobody wants to be the first person to buy from you.
With the iPhone and other Apple products, the social proof is in the term fanboy, people with Apple tattoos, and the fact that they’ve sold 73.5 million iPhones worldwide.
How do you demonstrate social proof? Testimonials, lists of well-known clients, press logos, social sharing stats.
4. Sense of Urgency
This is the only reason I haven’t bought an iPhone yet. I have a phone and it works just fine. I don’t need an iPhone. And until I need one, I’m not going to buy one.
Verizon can continue to send me their $50 coupons that expire at the end of the month, but I’m crafty enough to know that I can get that $50 discount whenever I want if I just ask.
As originally told by Michel Fortin:
“Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating.”
If Apple communicated the costs of not having an iPhone, I’d be more likely to finally buy one.
How do you instill a sense of urgency? Limited-time offers, communicating immediate benefits and costs of procrastinating.
Once you’ve told them about the features and benefits, demonstrated social proof, and instilled a sense of urgency, it’s time to disclose the price.
The reason you reveal those things first is so they don’t get distracted by the price before they realize how much they need what you’re selling.
If you guarantee that your product or service will deliver the benefits you promise and those benefits outweigh the costs, they have no reason not to purchase.
Read that again and think about it for a second. Ok, continue.
This is the kicker that’s hard to offer but it’ll push most customers off the fence. And you’ll find that most people won’t take advantage of your guarantee, so it’s ultimately worth it.
Apple’s guarantee is their brand’s commitment to create such a fine product that it won’t disappoint or break in the first place.
What are good guarantees? 60-day money back guarantee (better than 30-day because people forget); if you don’t recoup your costs, I’ll reimburse you.
7. How to Buy/Call to Action
The final thing your customer needs to know is how they can buy from you.
Give them a call to action. Ask them to buy. Otherwise, they’ll just move on, especially if the purchasing process is unnecessarily complicated.
So Where do You Put These Things?
Sales pages, sales pitches, on a t-shirt, and anywhere else you’re hoping to sell something.
So which one do you think is the most important?