Traffic Conversion Secrets Lesson 11 - Logic and Business 

While an emotional trigger will help to stimulate buying
behavior, when it comes time to justify the purchase buyers
often seek out logic. Part of being a good sales person or
business owner is being able to juggle multiple marketing
paradigms at one time and you have to consider that one
solution never fits all. Some customers will be very easily
controlled emotionally but many will be analytical thinkers
who dont fall for those sorts of Tricks. For these types
of clients and customers we must present in a logical way
that allows them to assess the facts and understand why
your product or service is better not just because you say
so, but because it has proven results.   Use Logic No one
likes to feel that they've been taken on a deal, and so the
end result that even if the emotions have carried them
away, they will always give a logical reason why they
eventually bought the product. That's because people don't
admit that it was an emotional response that instigated the
buy, they'd rather admit there was a valid reason for the
purchase.

Knowing this, that a logical reason may be necessary for
some to close a deal, and then you want to provide that
logical reason just as you would attempt to resolve an
objection before it is raised. It doesn't mean that the
reason has to really make any sense; it just has to be
enough to justify the purchase. It has to answer the
question: Why should I buy this product?

The Technique

Here you are going to aim a very definite reason why a
customer should buy your product. It's typically done after
an emotional appeal, to seal the deal and give your ad a
double whammy. You are going to look at the demographics of
your visitors and you are going to try to put yourself in
their shoes. What would be the defining reason to buy this
product?

There are a variety of reasons that can trigger different
segments of the population to agree that to purchase your
product makes sense. If you are dealing with people who are
budget conscious, you can go after economic reasons.
Another possibility is to focus on health as a reason.
Maybe they are getting older and more health conscious.
Maybe you are selling something to people who are sick.
That can be a powerful reason to consider buying your
product. Safety is also something is top-most in people's
minds. This might work well for some people and not for
others. Safety means different things to different people.
For mothers, child safety might be the reason that you need
to express to close the deal. For elderly people, it might
be personal safety when they are home alone.

Aside from very logical reasons like that, you don't have
to just concentrate on those. Sometimes some of the best
reasons are status, especially if you are selling in the
luxury market. In that case, the reason you give might be,
You deserve it! Is there any logic to that? Not from an
intellectual perspective, but from a reasoning standpoint
it makes perfect sense to a certain subset of people,
particularly the affluent.

Another reason that you can use is that it will enhance
your personal or professional recognition. That can be a
powerful reason for people who are dating or seeking some
sort of career advancement. Again, the reason you choose
should fit the demographic of people you are marketing. 

The way this strategy works best is if you can get into the
mindset of the people you are marketing and understand what
type of objections they are likely to raise for themselves.
If you are not sure what they are, you need to do a little
market research with similar products that are selling
online. Without understanding some of the potential
objections that people might be thinking about when they
view your sales page, you will not be able to successfully
resolve them in a logical manner, and that's the key to
this strategy.

Once you determine the most typical objections, you will be
able to think up the proper justifications to overcome
them. By doing so, you will eliminate the last bit of
resistance in your buyer's mind and close the sale.   The
Secret

Our Western culture prides itself on being one of reason
and logic. We rely on our intellectual capabilities to
justify almost every aspect of our very existence. Since we
are young, we are told that civilized people use reason and
not emotion to understand their world. While that remains a
deep part of our conditioning, the truth is that we react
emotionally first and then we attempt to justify our
emotions with our thinking minds. So, when the emotion is
felt to make a purchase, we question it. We have a certain
suspicion about salesmen and slick marketing tactics. The
emotion stirred up by the copy may be so strong that people
are just waiting to find the reason to justify to
themselves that, yes indeed; this is a really good
purchase. But, without that reason, the sale is not
finalized. That's because our conditioning steps in to warn
us that anything that seems too good to be true, usually is
unless we rationally analyze our course of action. A good
salesman anticipates that as the starting point of a sale's
negotiation, not the end. He or she understands that the
person who begins to create objections in their mind is
actually considering buying the product, but the mental
conditioning and inherent distrust built up about deals may
be causing them to hesitate. The way they are taught to
hesitate is to analyze the situation with their minds. So,
those people that are raising objections are already
half-sold! Otherwise, they'd simply walk away and never
engage in any thought process to defend themselves from a
potentially making a poor decision. It's your job, as an
online marketer, to understand what objections are
typically going to occur at this stage of the game, and
resolve them satisfactorily to reduce the resistance to
your sale.

How to Make it Work

One can get very creative in implementing this strategy
because the mind has a way of creating excuses when it
really wants something. Realize that the sale was probably
already made on an emotional basis; all you are doing now
is closing the sale by engaging the proper reason to
assuage our cultural conditioning. So, even though you can
go after reasons that make sense and go along with the
product, there are plenty of reasons that don't exactly
have to tie into the product, but offer some benefit and
can be used to walk the logic labyrinth.

For instance, say you are leasing vehicles. Well, you can
talk all day long about the wonderful qualities of the
vehicles and how leasing is such a flexible option. But,
the final reason that may make the most sense from a
business perspective may be the potential ability to write
off the lease on the company's taxes. You may wonder, where
did that come from? Well, if you understood the demographic
that is buying your product most, you may discover that it
is companies that are leasing vehicles so they don't have
to buy their own and maintain them. Instead, they buy a
lease and use them only when they are under warranty. Maybe
they even have a specific brand that fits their needs best
and are already sold on that one model. So, then, you know
that other companies who are in competition may not
understand how they save by leasing a vehicle, instead of
buying. So, that can be a powerful logical argument to
overcome objections from new customers who never thought
about leasing before.

In this scenario, the reason actually had very little to do
with the product's features or quality. It had to do with a
competitive edge and the ability to rationalize the
purchase as a smart business expense. So, that's how you
can get extremely creative with this particular strategy.
Don't just limit your reasons to things that tie into the
product, but widen your net and cast it into the biggest
possible incentive that makes sense for your demographic.

However, if you find that you need to go with standard
reasons, there are always reasons available tied to any
product. For instance, if you sell computers, you may want
to iterate how practical they are, how much work can be
accomplished, or even what business-oriented security
features the software comes with. Whatever you choose, it
has to be something of interest to your demographic.

If you are selling other technology, you can focus on how
it does a specific function better than other products, how
it can improve your productivity, how it simplifies a
particular task. These are all very logical reasons that
appeal to that crowd.

One thing to remember when implementing this strategy is
that it is related to the price you set for your product.
In other words, if you have a high priced item, you will
have to justify it more than a less expensive product. The
only time that may not be true is when you are marketing to
an affluent demographic. Otherwise, you will always have to
justify a more expensive product to someone, even if they
are head over heels in love with it.

Take luxury cars. There's really nothing all that much
different from the way one car operates over another. So,
they have to be sold on the features and the reasoning they
give is that even though it may have the same parts as
another car, they are somehow better quality. It may be a
car known for its smooth ride, or it may be known for its
high safety record, whatever the reason, it's really
something that suggests the car outperforms other cars.
After all, luxury cars are truly expensive. How would
anyone be able to justify ever buying one based on the fact
that they needed a car that took them from one place to
another? Obviously, that strategy would not work! Instead,
the logic has to include why it is so much better than
other cars to justify the high cost.

Despite this, it's almost certain that people who buy
luxury cars are buying them based on the emotional impact.
The feeling of specialness, the luxury of owning one, the
way it associates them with a specific class of people is
what really sells these cars. But, if you were to ask
anyone why they bought a luxury car, they would most likely
opt to tell you it outperforms other cars because they have
to justify the expense to you and to themselves too.

The funny thing about the way to implement this strategy
that it can actually pay to put in technical reasons to
sell the product, even if most people have no idea what
most of the features are in technical language. Take a look
at how personal computers are sold. They will tell you it
had this much RAM, hard drive space, and all kinds of
technical features that the majority of people don't
understand. The higher the price, the more the technical
features are listed in one long list. That's because they
are the reasons that people will justify buying a higher
priced computer versus a less expensive one, even if they
haven't a clue what all those extra features are all about.
They only know they have a very smart computer, and
likewise, they feel smart opting for a fully loaded
personal computer, even if all they want to do is type up a
few emails or letters every now and then.

The time to implement this strategy is after you've made
the emotional sales pitch and the customer is wavering. It
almost always comes at the end of a sales presentation, on
the side of the box of the software or as an inset for the
PC advertisement. It's not the sole reason anyone is
expected to agree to buying your product, it's simply put
there at the end to remove the last vestiges of resistance
to buying the product. 

So, for online marketing, it does go in your list of
benefits if you have multiple reasons, but you should have
one big reason at the end why this is the very best thing a
person can do to resolve the problem that led them to your
sales page. You can even put it in as an afterthought, as
in, Don't forget, this product does this and this and you
should take advantage of that. 


To Your Success,
YOUR NAME

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