When most salespeople start a conversation with a client, either face to face or through text, they start out with the intention of convincing the person overtly to buy the product.
This is done generally by listing benefits, features, and creating positive emotions associated with the product, and amping to the max negative emotions associated with the problems the product promises to take away.
Naturally, this works well in many cases. A good copywriter, armed with some verbal skills and a good understanding of the needs of his or her audience can convert in the double digits to a cold audience.
But there’s another way.
See, you don’t always know everything about your target market.
Sure, if you’ve got tons of cash, you can run an extensive adwords campaign just to elicit information. Get enough of your target market to fill out a well worded questionnaire, and you’ll learn a lot.
But most folks don’t have that kind of cash, nor that kind of time and patience.
We wanna make money, and we wanna make it now!
Fortunately, there’s another way.
This doesn’t involve knowing anything about your target market, or even knowing much about how they intend to use the product.
No bullet points required!
By a combination of things. One is by using sufficiently vague language. That way, your potential customers will “fill in the blanks” with whatever is important to them.
In case you’re wondering how to do this, listen to a political speech. Anyone will do. Those folks have mastered the art of vague language, so a while swath of society can fill in the blanks.
The second is to future pace. Get your customers thinking in the future, after they’ve made the decision to buy. All those objections will suddenly be in the past, where they don’t matter any more.
And they’ll imagine that they already “own” the product, so buying it will seem natural.
Obviously, there’s tons of different ways to do this. But if you do any kind of split testing, you can keep these two elements in mind:
Vague Description of Benefits
Give it a try.