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tickets, and many readers reported saving $300 or more after one quick read.
“What does the length of the report have to do with the price?” I remember
thinking about that one complaint. “If I gave you a treasure map, would you
complain that it was only one page long?” It turned out the joke was on me. All
of us place a subjective value on goods or services that may not relate to what
they “should” be.
Just as what we want and what we say we want aren’t always the same thing,
the way we place a value on something isn’t always rational. You must learn to
think about value the way your customers do, not necessarily the way you would
like them to.
Compelling Offer Tool Kit:
FAQ, Guarantee, and Overdelivery
As you continue to work on your offer, three tools will assist you in making it
more compelling: the FAQ page (or wherever you provide the answers to
common questions), an incredible guarantee, and giving your customers more
than they expect. Let’s look at each of them in detail.
1. Frequently Asked Questions, AKA “What I Want You to Know”
You might think that a frequently asked questions (FAQ) page is designed
merely to answer questions. Surprise! It’s not … or at least, that’s not its only
function. A well-designed FAQ page also has another, extremely important
purpose. You could call it “operation objection busting”: The additional purpose
of a FAQ is to provide reassurance to potential buyers and overcome objections.
Your mission, should you choose to accept it, is to identify the main objections
your buyers will have when considering your offer and carefully respond to them
in advance.
Wondering what the objections to your offer will be? They fall into two
categories: general and specific. The specific objections relate to an individual
product or service, so it’s hard to predict what they might be without looking at a
particular offer. General objections, however, come up with almost any purchase,
so that’s what we’ll look at here. These objections usually relate to very basic
human desires, needs, concerns, and fears. Here are a few common ones:
