"Doubting Thomas" is a
Biblical figure… the Apostle who would not believe the
resurrection of Jesus until he saw Jesus with his own eyes. But
"Doubting Thomas" is also with us today, thousands of years
later, alive and well and living in the hearts of consumers,
both male and female.
Today, based on centuries
of past experience, your prospects are very skeptical of sales
offers. They don't trust the offer and they don't trust you.
They’ve been burned too many times before. They’re afraid of
making a bad decision.
Most importantly, they’re
afraid of making a mistake. Very often, the fear of making a
mistake is exactly is what prevents people from buying. So
acknowledge that fear… face it head on… and then blow it out of
the water by taking the risk off the shoulders of your prospect.
If you can turn the risk of
loss from your prospects to yourself -- if you can say to
consumers, "I'm the loser if you don't like what you ordered
because I'll refund every penny you paid" -- you'll both end up
Lots of offers have a
"money back guarantee" and that takes away some of the risk.
But, if you really want to explode a consumer's doubt, make your
offer better than risk-free.