How frustrating is it when you offer someone the opportunity to try something new and they refuse to even give it a chance?
It could be something as basic as asking them to check out a great new restaurant.
Or it could be a huge opportunity like meeting the coach who will guide them to their dream job.
The point is, you shared something because you wanted to help someone and they rejected your offer.
Why are people so stubborn? Why is it so hard to persuade them to try new things no matter how much they stand to gain?
Here’s an example of why your efforts might fail.
Suppose you offer a skydiving service.
You set out to write a compelling sales pitch on your website.
In an effort to show your audience what’s in it for them, you start rounding up your best testimonials. One in particular jumps out at you:
“After my first jump with Company X, I realized that skydiving is a lot more than just a five-minute rush. Ever since my feet touched the ground, my life has changed. All of the stupid little obstacles I’ve dealt with in my day-to-day life seem trivial now. I feel like there’s nothing I can’t do. I’ve become a much more outgoing person, I got promoted at work, my dating life has never been better, I won the lottery…”
You get the idea. Benefits galore.
Next, you consider what makes you stand out. Easy: your jump coaches are the best in the world because you require them to log at least a million jumps and go through a ten-year training program before you’ll hire them.
And for good measure, you throw in a money-back guarantee: if they don’t have a constant smile on their face for the next week after their first experience with you, you’ll refund every penny, no questions asked.
You connect these ideas together to create an irrefutable offer and wait for the calls to start coming in.
Prepare to be disappointed.
Most of the people who arrive at your site won’t pick up the phone or even send an email.
In fact, most of them won’t last on your site for more than ten seconds.
Here’s why you’re losing them.
Suppose a potential customer finds your skydiving site and the first question that pops into their head is, “What if my parachute doesn’t open?”
If that’s the question that’s gnawing at the back of their mind and they read your message, it doesn’t matter how compelling your benefits are, how high your company ranks against the competition, or how generous you are.
Your prospect’s preconception about your service–in this case, the fear that it might end their life–has rendered your entire message useless.
How do you persuade people like this?
It comes down to two choices:
One: You ignore them and instead target your message to experienced skydivers and other adventurous types.
If you’re lucky, you might develop a small following, but you’ll be largely dependent on your fans to spread the word. Meanwhile, all the people who are too scared will never get to experience the amazing service you have to offer.
Two: You learn how to recognize, understand, and overcome the preconceptions that stop most people from considering your offer.
You’ll move beyond just attracting like-minded people and your business will begin to grow as you change more minds and more lives.
If you really want to make a difference in your business and the world around you, I want to help you.
In my day-to-day life, one of my greatest passions is introducing people to new things that will enrich their lives in some way.
As a copywriter, my focus is on helping businesses that share this passion.
If you’re serious about getting past your prospects’ preconceptions and convincing them to try something new, the pages that follow will show you how to get there.
In the upcoming segments, I’ll further explore the barriers that stand between you and your future customers and how to overcome those obstacles.
You’ll get a more in-depth look at:
- What it’s like to be in your prospect’s shoes
- Why it’s so important for you to get through to people who resist change
- How to overcome this resistance
Learn how your prospects think and how to change the way they think: