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Marketing is hard enough, so focus your attention on converting Healthy Skeptics. Stick around and we’ll answer every question.
I know you feel you can handle 20 things but take it from this white-haired marketer– focusing on 20 things is never the answer.
Focusing On Healthy Skeptics Is a Game Changer
Potential buyers on your site can be plotted in a range like this:
Let’s understand each member in this line-up:
The Believers are already buying. You could focus on converting more believers but most have already converted. I don’t think there is enough juice here to justify the squeeze. So let’s move on to Cynics. It’s best to ignore Cynics. Here’s why– a cynic will take anything you say and add “I’m not buying what your selling” to it. I don’t spend any energy trying to convince a cynic. 99% of the time it doesn’t make financial sense.
And even if you do manage to convert one, they will be a post-purchase customer service nightmare. Avoid the cynic for your own mental health and the general wellbeing of your customer service team.
Moving onto Skeptics. Convincing skeptics is fun but exhausting. To convert the skeptic the marketer needs to go out of her way. The skeptic will ask 5 follow-up questions.
No doubt there is value in understanding Skeptics– it makes our marketing more effective. The skeptic is raising objections that other buyers will also have. It’s fun to try and convince a skeptic but it’s not the best use of your marketing energy.
(If you have a high-margin product then converting Skeptics makes sense.)
But why spend so much energy convincing a skeptic when we have this other store visitor who is so close to buying? The person I’m talking about is the healthy skeptic.
I love Healthy Skeptics. Here is a group that believes there is a better way and is willing to pay for it. Healthy skeptics dig into facts with the goal of discovering the truth (vs. uncovering “dirt”).
Unlike Cynics, healthy skeptics don’t pretend to know it all. They are aware of their biases and blind spots. Saying “I don’t know” doesn’t hurt their ego. They respect expertise (a conversion tactic we’ll next.)
Healthy Skeptics want to find a good solution and are open to being persuaded. But they aren’t gullible.
To convert a healthy skeptic the marketer needs to make a convincing case (we cover this in the next chapter, CHAPTER 3). Healthy skeptics will patiently listen to what we have to say but if they sense we’re talking in circles or skirting important questions they will walk away– as they should.
In a world where there are only 24 hours in each day, I’d focus my entire marketing attention on understanding and converting Healthy Skeptics.
You can get a 40% conversion bump by focusing on this segment.
Thinking Like Healthy Skeptics
To understand the questions that may bubble in the mind of a healthy skeptic I read each line of the product description and ask myself:
– Why would this matter?
– What evidence do I have to support this statement?
– Is this statement coming off as marketing speak? If so, how do I phrase it to sound more like something a subject matter expert would say?
Poking holes in a sales pitch you’ve worked so hard to craft is an uncomfortable feeling. But whether we like it or not the healthy skeptic is going to consider them.
Guess what will happen if they don’t get convincing explanations for their reasonable questions?
The good news is that there exists a nine-point copywriting process that has been designed to win over the healthy skeptic. Here it is– The 9 Truths About Online Shoppers.