#1 Way to Turn Interested Browsers into Buyers

I was listening to a really interesting story about Charity: Water. Turns out, a big reason people don’t donate is that they don’t trust how their donations will be used. Charity: Water grew because they convincingly addressed this concern.

Addressing these types of resistances is one of the 16 tactics in our toolbox. We call it Narrative Control and use it to convert interested browsers into buyers.

Our definition of Narrative Control: Making positive something that is or will be perceived as negative.

Think about your product’s sales pitch. You are likely listing a whole bunch of benefits targeted to a whole set of buyer types. Here is one example (see red box):

This line was added to appeal to people concerned about crashes. Simply stating “crash-resistant design” might work on a few people concerned about crashes. It will not work on the rest of the group. When the larger group sees “crash-resistant design,” they’re thinking, “yeah, but what makes it not crash?? I don’t buy it.”

If we don’t address this larger group we’re missing out on sales.

And this is just one claim.

Your site probably makes dozens of claims. Ranging from promises about quality, special discounts, popularity, etc. Each of these could benefit from some Narrative Control treatment. It’s a little bit of work but it makes the sales pitch watertight and converts people who are definitely interested but just not 100% convinced yet.

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