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