Do you consider your reader has been lied to?

To be honest, I don't think so.
I have a USP that differentiates me.... does that count?

It can be frustrating at first for an honest man who really wants to help, he wont get it and may become defensive or even take on a slightly aggressive tone when the prospect doesnt believe. After all he is an honest man, why in the world would that person talk to me or question me as if Im trying to rip him off.

Only after putting yourself in that person's shoes can you become more effective and truly understand where that person is coming from. They want to believe but just keep getting disappointed time and time again. Often they wont tell you they have been taken as this would be a sign of weakness, instead they may aggressively question your statements.

Instead of getting defensive when you are sensing that attitude from the prospect it may just be better to confront it and say something like, "It sounds like you have been disappointed before?" Let them talk about it and explain why that wont be the case this time. Ideally you have some proof of success to show him to back your case

OR else you may just have to look him in the eyes and say

Look I know that you have been let down before , but if you will just give me 1% of your trust ,I promise to earn the other 99% and one day we will look back and laugh at this conversation.

No, I don't take that into consideration.

One way is to remove or reduce the risk they're taking, until your way and you has proved itself effective, then charge the bigger bucks to continue.

It's £497 set up plus £97 per month , errrrrr their thinking I been screwed over before, do i really want to shell out £497 before anythings been proven? Plus you are then stuck on £97 a month at least for a while.

Position it as £47 set up (solely to cover real costs) £47 per month trial for the first X months (to give time for real results to begin to show) then when they do (and they surely will right as you/we are the real deal ) it's £297 per month (or whatever figure is relevant to the return and growth.

So the risk is taken by us, we know what we are doing, they don't, we believe we will deliver and then some, at the outset they are less sure obviously, therefore we aren't actually taking any or little risk and will gain massively once the results show.

Lets do the math
High risk approach £497 then 11 * 97 = £1564 first year
Low risk approach £47 2*£47 9* £297 = £2814 first year
Slower uptake £47 4*£47 7* £297= £2314 first year
dead slow uptake £47 8*£47 3* £297 =£1314 first year but the client is still onside and the £297 per month into the 2nd year and beyond is where you really make the profits , an extra £200 per month in the 2nd year is of course £2400 , remove the risk upfront, make the profits long term, and the example above is just using small amounts

but they dont start paying the bigger figures until they're paying it from the profits your strategies are making them and although they then pay much more, they're not having to dig into their reserves to fund it .

I think you should assume that every suspect, prospect, lead and line of enquiry is stressed, anxious, sceptical and mistrusting and you have to work your bollocks off to put their mind at rest.

Some of the things you can do are...

MONEY BACK GUARANTEE

FREE TRIAL

JOINT ACCOUNTABILITY

CASE STUDIES

INSTALLMENT PAYMENT PLAN

PAYMENT ON RESULTS

FREE MEANS FREE

INSURANCE / ASSURANCE

WARRANTY

INSTITUTE / ASSOCIATION PROTECTION

FREE ITEM OF VALUE

DISCOUNT

but best of all, focus in on their NEEDS, LISTEN and ensure you get the prospect to quantify the impact the problem is having on their business, and how your solution satsifies their needs and get them to confirm why that is the case. They wont disagree with their own data, but they will with yours

hope that helps.

Regards


Fraser

Hi there,

One thing I don't see here is the use of verifiable testimonials.

You bring up two distinctly different scenarios:

"been lied to, cheated out of money"

and

"has trust issues?"

The first one is something that happens to us all and we should always assume the prospect has an elevated radar when the relationship is "cold". If lying and cheating is common in the business you're in, you'll need to overcome that by either using testimonials that show you're not "one of those" or by addressing these issues upfront and counter-acting them with benefit-laden prose to put them at ease.

As for trust issues - I think if you don't consider this when marketing to your herd you are likely to miss the mark.

All the best,

Sasha

Wise words from Eddie. Whether or not the person has been lied to in the past, you need to be ready to deal with suspicion and even hostility: if you have no prior relationship, the person will be worried that you are out to "cheat" him/ her is some way. I usually try to acknowledge that worry, not least because they will likely feel more open to you if you demonstrate that you understand their concerns. I say something like "I understand that you want the maximum benefit for your money, and don't want to feel cheated [as you have been in the past]. I have that concerns too - if I cheat people like you I won't stay in business long" and can then follow up with how you will back up these words, such as suggested by mjbmedia.