Traffic Conversion Secrets Lesson 13 - Create Opportunities from Issues

If you do spot a problem with your product, you can dismiss
it (as in the earlier example), or you can convert it into
an opportunity. This strategy is a little more creative
than the last one, where you are just being blunt about
your dirty laundry. In this one, you are being truthful
about the problem, but you are reframing it from a negative
to a positive. Once people start to see that you may have a
point, that negative really is a positive, then you don't
even have to dismiss the objection, it becomes another
selling feature.

So, you do have to raise the objection first, and use the
strategy in Chapter 4, but you want to resolve the
objection on a positive note. If you can be really creative
and sell that problem as a feature, it can be a way to
disarm and even charm people reading the copy on your
website.

The Technique

The strategy involves learning how your potential buyers
perceive your product and any objections they might raise
in their own minds. You don't have to be a mind reader to
figure that out. You can simply ask them. You can set up
surveys that offer a discount coupon on your products or
offers a freebie to get a little market research on
particular products. You have to know which objections
might be converted into opportunities, and often they may
not even be objections that you would think about first.

You can even add a few posts about a product on some group
site or your own forums and see what people don't like
about the product as well as what they do like. Some of
these objections may be specific to your particular
product, but others might be pretty generic. For instance,
say you are selling tattoo templates online. Well, you
obviously aren't the only one selling tattoo designs and
you can visit specialty groups and forums and find out what
people are talking about. They might be discussion which
tattoo designs are the best or which ones to avoid; they
could be talking about the seriousness and permanent nature
of tatoos. Maybe you hear about the bad reactions people
got years later from some tattoo they got when they were
younger; the focus is on the fact that tattoos are
essentially Forever. 

However, it also happens to be the opportunity because
tattoos are permanent. They don't rub off, they are unique
and can highlight your personality or mark a particular
moment or event in your life, and you will always have that
remembrance. Even though some people will see the
indefinite nature of tattoos as a potential problem, many
people will be drawn to them for that same reason. All you
need to do is educate the person visiting your site on why
it is more of an opportunity than a potential problem. For
this, you can even suggest that some tattoos now come with
ink that can be removed with a laser later.

In the case of tattoos, we have a generic problem that
crops up that makes an excellent opportunity. However,
there may actually be problems that are specific to your
product. In the case of the earlier example of a piece of
art that is terribly ugly, would you be able to make it an
opportunity? It is possible with a little creativity.
Aren't ugly works of art controversial and conversation
starters? Maybe it represents a particular time period of
style of art that is only recognized by discriminating art
buyers. In that case, the fact that is ugly is the
opportunity to express exactly why you were savvy enough to
buy the piece anyway. It shows you are a person who
understands art and the value of a piece of work.

The Secret

Even though the major part of this strategy is to reframe a
negative into a positive, you don't want to try to force
something that will never be. You don't want to try to
convince the potential buyer of something that is ludicrous
or a stretch to believe because people are pretty smart
about that sort of thing. So, you are reframing the
objection into a positive, but in a way that is believable.

In another way, if you happen to reframe something that
would normally appear negative into a positive in a bright
and refreshing way, people will be surprised at first. That
surprise lowers their resistance to believing the new way
the problem has turned into an opportunity. Again, by
raising the objection first, you have gotten the upper
hand. You have set the stage to be the authority on this
particular problem and you have guided the potential buyer
to a solution that not only resolves the problem, but
presents them with a great opportunity too. 

At first, it will stir up feelings of shock that you dared
to bring up the problem first, then it will lend you
credibility and provide your voice with more authority on
the subject. Finally, it will reduce their defenses and
make it easy for them to go along with your final
assessment of the problem as an opportunity. They will be
grateful you actually pointed out something to them they
just might have missed. 

How to Make it Work

Okay, so you've done some market research and gotten a list
of possible objections for your particular product or
market. For each product, take out a sheet of paper and
create two columns by running a line down the middle of an
8  X 11 sheet of paper. On the first side list all of the
objections that you discovered or thought up, and then
start to go through them one by one. You don't want to pick
every objection and try to make it an opportunity. What
that will do is make people think that there are far too
many problems with the product and you're just messing with
their minds. If you pick an objection is that not very
serious to highlight, because it's easily converted into a
positive, it will make you appear condescending instead of
helpful. 

If you pick something that isn't really an objection, you
just think it might be able to be perceived as one, you are
going to be raising an objection in your potential
customer's mind that might never have surfaced. This will
make them stop and think about what other red flags they've
missed. So, you don't want to pick a weak objection or one
that is non-existent. What you want to do is locate serious
objections that people might have to your product and then
creatively turn them into a positive. So, be careful which
objections you consider to highlight as it can make or
break this strategy. 

Once you know which objections might qualify for this
strategy, the fun starts. You have to be very creative and
think up a resolution for each strategy that makes that
problem an opportunity. There are some objections that
universal, not specific to your market or to your product.
These are things like the price is too high, it takes too
long to get it, it's not convenient, or the competition has
better or different features. Don't forget that you can
target these objections as well and maybe you want to start
with them for every product, just to get the hang of this.
Then, you think up a reason for why that objection is
really an opportunity. A classic example of this is when
you have a product that is really expensive when compared
to the competition. You can say it is a good value for the
money because it offers more features than the competition
too. So, while you pay more than the others, you get more
and in the end it is worth more too.

This may be a little more canned in online presentation
than in a regular face-to-face presentation. If you are
meeting a sales prospect in person, you can often hear the
objections live and/or anticipate them better from the
comments they make. Online, you can't really interact that
much with your visitor, so you have to take the strategy of
doing your research and then picking just one of the
biggest flaws and using that as a lead in for your sales
page. 

If you have multiple objections you want to resolve, then
you can use a table that compares features between your
product and other leading brands. Tables are very easy on
the eyes of people reading online materials. So, they can
see, that price-wise you are more expensive, but then the
rest of the features are checked for you and your
competitors columns are empty. This gives a very big visual
impact and is a way of raising objections and resolving
them without having to explain it out in a paragraph. The
table is a visual tool that does it for you.

Always, always, always be upfront about any flaw or
objection that is going to be a major concern for your
customer. If you fail to address it, the potential buyers
might bring it up or they might not, but they will surely
be thinking about it. If you don't bring it up, it will
never be resolved in their minds. An unresolved objection
is going to dampen your sales. So, despite the fact that it
may seem strange to be bringing up your product's bad
points, it's far worse to not acknowledge them at all.

So, what happens if you are in the middle of a sales
presentation and the product breaks or it doesn't perform
the way you would expect it to? Acknowledge it right away
and let people know the reason for that particular problem.
Maybe you can bring up the fact that even if the product
does not perform the way advertised, there is a guarantee
they can use to get a replacement or something similar. 

Sometimes people don't want to buy things online because
they don't know what they're going to get when it arrives.
This is particularly true of diamonds. The biggest
objection a person buying a diamond online is how could
they be sure the diamond they received was worth the
thousands of dollars spent on it? So, many online diamond
retailers raise that objection as a valid objection and
showcase the fact that their diamonds are appraised by a
particular agency. Or, they might discuss how the value is
established and how safe the delivery is and any money back
guarantees too. Now, the fact that you're buying a diamond
online and may not be able to visually see it before it
arrives and don't know how to determine worth is an
opportunity to have a valid certification of your diamond
for free through the website's policies.

The timing of this strategy is similar to the last
strategy. Always bring up the objection first, before your
customer has a chance to do it for you. You can shock them
with the declaration of a particular problem. You can even
not make it a statement, but a question. Like, Are you
afraid that you don't know if the diamond you buy online is
worth what you paid for it? That lead in will
automatically bring people in because it acknowledges a
fear that may lurk in the mind of the prospect but that has
not be verbalized. Once you verbalize it, many people can
relate to that fear and it draws their attention as being
relevant to their personal experience. You come off looking
as someone who is sympathetic and understanding for even
bringing it up. 

Then, when you provide the resolution, Our diamonds are
certified by third-party appraisals that are
board-certified to be... you not only have given them the
prospective buyer the solution right away, but also
relieved the fear and anxiety experienced with that
particular problem. That sense of immediate anxiety and
relief can end up leading to an instant sale. 

You can do this very well in a targeted email campaign for
those people who have subscribed to your email list. Don't
spam people with advertisements, but if you are trying out
a new product that most people have a problem buying online
for some reason, you can use that niche to help you use
this strategy by turning that objection into an
opportunity. When presented correctly, it can be a way to
engage the reader and draw them into your copy far enough
for them to find the solution to their problem and
associate your product with a new opportunity for
themselves. 


To Your Success,
YOUR NAME

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