9. Why People Visit But Don’t Buy
They want to think about it til later
They don’t have the problem you
solve or it isn’t urgent
You stand out from everyone else
They don’t believe you
Your offer isn’t worth the price
to them
Problem
Promise
Proof
Irresistible
Action
Desperate
Unique
Immediate
Overwhelming
Offer
10. The 5 Principles
• Desperate Problem
• Unique Promise
• Overwhelming Proof
• Irresistible Offer
• Immediate Action
12. A Dentist
• I’ve got a toothache and it’s driving me crazy.
• I can’t sleep I can’t eat, I really need this
sorted out now.
13. An Airline
• I’m buy 75 aeroplanes and I need to get the
best deal possible.
• I’ve got the board of directors, investors and
shareholders breathing down my neck
14. For your business
• I’m an X and I’m looking for exactly the right Y.
• I’m concerned about A, B and C and I’m
overwhelmed by the choices out there.
16. Unique Promise
• What Will They Get?
• How Will it Make Their Lives Better?
• How will you Help them Make the Right Choice?
• How soon will They See Results?
This promise must be a benefit the customer wants and it needs to be unique from what the competitors offer.
General
Simple Clean Easy
What specific feature/benefit combination can you highlight
Cure rather than prevention
Strong brand implies trust and acts as a promise
What Will They Get
You will Get
Discount
savings
You will learn
It covers
Brands
What you won’t get with
competition
alternatives
traditional solutions
Comprehensive program
Do X and Y will happen
Close the gap/overtake your competitors
You will get access to
Assessment tools
What you won’t get – No hospital stay
How will you educate the customer
How Will it Make Their Lives Better
Allows you to
You will preserve your
You will enjoy
We understand your needs
You will look better (designer) – self image
You will eliminate
improvements to
confidence,
selfesteem,
mood, and
performance"
Make your life easier
Ease of Use
Not your fault
How will you Help them Make the Right Choice
Find exactly the right
Tailored for you
Sport specific
Designer specific
Helps you choose
One of its kind
We will guide you
Dedicated person
Your unique needs
Customized recommendation
Personalized
To fit you
How will you work for your customer?
Specialists in an area – this is all we do
How soon will They See Results?
Specific time period – relief in less than 1 week
Timeframes
When can they get the results - immediately
How long will it last – permanently
Quick way to discover
in just two simple steps
Will be Covered in Offer
Reduce Risk
Guaranteed Results or your money back
Protection from something - 100% safe No flame, lead, or soot
This includes testimonials, specialization, studies, background information, case studies, demonstrations, guarantees, specifics, reasons why, understanding their disbelief, admitting a fault
Will it be more painful to ignore your offer and go about their day than to exchange their money for it?
Is it totally risk free to them? Is it an amazing bargain for the value at this price?
What’s Included
Discount or Premium
Payment
Delivery
Returns
Guarantee
Customer Service
Would it motivate a lazy person to jump out of bed in the middle of the night to take action before the deadline is over?
