Yesterday’s email about selling to skeptics struck a “nerve”.
Got a TON of feedback on it.
In case you missed it, the entire email was about why the new “thing” in copywriting could (or at least should) be learning how to sell to skeptics.
In other words, engaging and persuading people who think you are LYING to them.
Are shaking their heads at everything they read.
And are looking for the teeniest excuse to zap your emails, toss your sales letters or click away from your website.
Well, guess what?
A few years ago when I was writing an ad for Ken McCarthy (a MASTER at selling to skeptics), he told me something very interesting about this.
Something only someone like him — who has been dealing with lists for some 30 years — probably would know.
Something that totally changed the way I wrote my ads.
Anyway, here’s what he said (paraphrased):
Generally speaking, about 5% of a market buys everything and anything.
These are the super **rabid** buyers.
They want everything on your subject.
And it takes very little effort to sell them.
Then, there is another (“secret”) part of your market:
The 10%-20% who are extremely qualified prospects…but are SKEPTICAL.
They are anywhere from 2 – 4 times bigger than the rabid segment.
BUT… they need to be **persuaded**.
In other words, they aren’t impressed with gurus or big names.
They don’t believe wild-haired claims.
And they’re suspicious of every single word we say.
What does all this mean, exactly?
Simply this:
There is a gigantic portion of skeptics in your market ripe for the picking.
And if you know how to engage and persuade them… you can’t help but make dramatically more sales.
Now obviously, each market is different.
And it may not be exactly like this for everyone.
But that was the “gist” of what Ken told me.
And I have used that piece of knowledge to write ads that (more often than not) beat the ads I compete against.
Plus, let’s face it:
In these ultra-skeptical times, the hyper buying segment is probably much smaller now.
While the hyper skeptical segment is much bigger.
Awesome newz if you know how to sell to the skeptics.
Because it means you are about to kick some serious arse.
Ben Settle
P.S. And speaking of Ken McCarthy…
Ken is, hands down, one of my top 3 favorite copywriting teachers because of these kinds of deep marketing insights.
He really has this “selling to the skeptic” thing down pat.
You can see more of Ken’s “skeptic-proof” copywriting secrets in Appendix 3 of The Copywriting Grab Bag:
