If you’ve been reading my blog, you’ll notice that I quote a lot from Drew Eric Whitman, the author of “Cashvertising” (mostly because he’s a genius). He’s got a ton of information stored in that seasoned brain of his, and when shared, not only is it brilliant and out of the box, but it makes perfect sense…
For example, (and speaking of out of the box), he writes in the book how he does this one envelope experiment with his audience whenever giving a presentation. He asks the audience, “does anyone have $20?” And a few people raise their hands. He selects one, takes his envelope to them and asks that person, “If I asked you to trade me your $20 for what’s inside this envelope, what is the one question you might want to ask me before making the trade, knowing that once we make the deal, you can’t get your money back?”
The person answers the same way that anyone (including you and me) would respond:
“What’s in the envelope?”
Why is this exercise pure genius?
Because it reveals the most important question that every single person on this earth is innately driven by What’s In It For Me?
The Truth About Self-Interest
Consumers will only buy things once they know exactly what they’re going to get out of whatever they’re buying. Whitman calls this the WIIFM (What’s in it for me) acronym. Until they know how they will benefit from the product or service, they will remain hesitant, or won’t buy at all.
Whitman does another experiment after the envelope test, where he holds a clear, plastic bag containing a $20 bill. He then asks the audience, “who would like to trade their $1 bill for this bag containing a $20 bill?” Almost everybody raises their hands – go figure. Why? Because they know exactly what they’re getting out of that plastic bag – 20 dollars.
The Backbone of Benefits
So the obvious fix to this challenge would be to list the benefits of your product, right? True, but it’s going to take a little more than empty promises to sell your prospects on your product…
What does it really mean to convince someone of something such as why they should buy your product? Whitman states that that “to convince is to cause belief.” Which means that if your prospects aren’t sold by your list of benefits, they’re not completely convinced that your product works.
You have to COMPLETELY convince your prospect – without a shout of a doubt – that your product can give them value. So how do we convince your prospects that your product is worth spending their hard-earned cash on? Simple: Provide them with EVIDENCE that your benefits are legit.
According to Cashvertising, the definition of evidence is “ Any factual statement, object, opinion or statement that is not created my a source is used by that source as support” (73). This is why having testimonials is so important. You’ll have other authorities to help convince your prospects that your product is of value.
Do Your Research & Provide Evidence
What’s great about providing research and evidence for your product is that you then can back up the TESTIMONIALS that back up the BENEFITS that back up the product! The more case studies, research, articles, and journals you have to support your evidence, the stronger your evidence will be, and the more believable your benefits will become. And we all know the more believable your benefits are, the more likely your prospects will buy your product!
For more information on how to write highly converting sales copy, check out the blog at JDCopywritingINC.com.