|
5 Ways of turning negative feedback
into killer sales copy!
If you look through your Feedback Report, you'll see that not all the comments about your products are
complimentary. Some of them might even be quite nasty and straight to the point.
That is a good thing!
You want to know what your customers think, especially if they don't like your products.
It gives you the opportunity to improve your products, service or website.
In this article I'd like to provide some suggestions for handling those negative
comments. How do you use them to your own advantage? The idea is to change your sales copy in such a way that it will eliminate the negative thoughts associated with a product.
 |
Comment 1: "Your product is overpriced" |
This is a PERCEPTION that visitors might have about the product. They might have seen a similar product on another website that sells for a lower price. But you know the real reason why your product is more expensive. The solution is not necessarily to lower your price, because you might not make enough profit to justify the transaction!
Here's what you can say (choose the solutions that are applicable to your product or write your own):
-
"The product is of a better quality, because it is made of .... You can use it for a longer period of time and it won't break easily."
-
"The design is unique and not readily available. Your friends will envy you, because you'll be the only one that owns this product."
-
"The product has a longer battery life that will save you costs in the long
run. We provide an extended guarantee so that you can have ease of mind."
Get the idea?
Remember to always put emphasis on the benefits that can be derived from buying this product!
Don't sell features.
Show your customers what those features can do for them.
|
Comment: "Delivery takes too long" |
This is one of the most compelling reasons why people don't buy.
Here's what you can say:
-
"It will be worth the wait. Do not buy another product with which you won't be 100% satisfied."
-
"We'd rather say that delivery will take 5 days and then deliver in 3 days, instead of making false promises. Something that our competitors often do!"
|
Comment: "I can buy the product at my local store" |
That could be true, but it takes some effort to drive to a shopping centre and walk up and down the isles to locate the right product.
Here's what you can say:
-
"You can buy from the comfort of your own home and the product will be delivered
to your doorstep."
-
"It is cheaper to buy on the Internet."
-
"You can add a list of products to your shopping cart and re-order without having to search for the right products again." (You need the right shopping card to be able to do this)
|
Comment: "I'm worried that it won't work for me" |
Many people have this concern because they don't always understand exactly how the product or service works.
-
If you provide a money-back guarantee this is a good time to tell your customers about it. Tell them that there is no risk. They can return the product if not totally satisfied.
-
Also tell them about your fast and friendly after sales support. When someone buys a product they don't want to struggle
getting it to work.
-
Tell them about your comprehensive and easy to read user instructions.
-
Tell them how easy it was for other people to use the product - show them some of the positive feedback that you
have received.
|
Comment: "I've heard some bad things about your product service" |
Unfortunately there will always be people to whom it is second nature to say bad things about everything. They don't always need a reason to do so. If you find out that there's a negative
rumor going around you should:
-
Give good reasons why that rumor
is false.
-
Provide proof that your product really works. Provide some reference or an email address of someone that can confirm your claims.
-
If someone tries to discredit your product, do not publish their name or name of their website, because that's exactly what they want... attention... and a change to further discredit your product.
I can go on with a long list of complaints and solutions, but I think you're getting the idea...
There may be hundreds of reasons why people are not buying your products. You should find out why and use convincing sales copy to conclude the sale. I want to say this again - when you describe certain features of your product,
ALWAYS tell your customers how they can benefit from it!
|
