Knowing, liking and trusting the seller can help. But it plays a supporting role, not the leading role.
Don’t act like you’ve never bought merchandise from a hustle man who you’ve never met and have no reason to trust.
If you have what someone really wants, they’ll talk often themselves into buying regardless of other considerations.
That’s the reason Know-Like-Trust is dangerous.
You spend an inordinate amount of time, money and energy trying to get “known” rather than creating a desirable offer.
You postpone making an offer until you feel you’ve built up enough K-L-T first.
Truth is, many of your would-be buyers are bored with you by the time you’re ready to make an offer.
Trust is important. But no one buys something they don’t want just because they trust the person selling it.
If you offer something that improves people’s lives, you don’t have to “earn” the right to sell it to them.
The longer you wait, they longer they’re missing out on the benefits of your offer.
Imagine Moderna (a company you don’t know) and Pfizer (which NO ONE likes and few people trust) waiting to make their vaccines available until they’d crossed some arbitrary Know-Like-Trust threshold…
Doesn’t work like that.
People begged to get those jabs. Stood in line for hours to get them.
Because they desire protection — and getting back to “normal” life.
What does your ideal customer really want? Show them how to get it.
And whoever paints the clearest picture of a specific desirable outcome wins.
P.S. Share this revelation with your business buddies. They need to know the truth too!
So an irresistible offer should be driven by “desire stacking.”
Which brings me back the offer I mentioned at the beginning of this email.
One of the most attractive, no-brainer offers I’ve ever seen.
A chance to rent out the mansion from The Fresh Prince of Bel-Air.
You may have seen this. Airbnb posted the link about a week ago, and Will Smith gave a video tour on YouTube on Monday.
When you see this, what’s your instant reaction?
For me — and countless people like me — the response is…
1st: WHERE DO I SIGN UP?
2nd: Please, God. Let me get a spot before they’re sold out.
I did not wonder how much it costs (and I definitely didn’t try to compare price vs. other lodging in the area).
Flying cross-country in a pandemic didn’t dampen my excitement.
If I could have grabbed a spot, nothing would have stopped me from booking a night.
Of course, different people have different responses. But for the right people, this offer is totally irresistible.
And the core reasons the Fresh Prince mansion is a no-brainer… are the same reasons behind most offers that are too sweet to ignore.
Let’s quickly break down 4 of them.
1. Status
Your offer should raise your prospect’s status — in his own eyes or the eyes of others.
When he says “yes,” what does he get that instantly makes him feel better about himself… like he’s just jumped to the next level (or at least finally discovered the elevator)?
How will he look to his (future) wife? His kids? His golf buddies. His competitors?
What will he have that others WISH they had?
A few bonus ebooks ain’t gonna get it.
2. Story Factor
Does buying from you give the customer an exciting, envy-inducing story to share at his next dinner party or networking event?
Does it change the story he tells himself about himself?
Or the story his parents tell to brag to their friends about their son?
Does it give him content that will get tons of likes on social media?
You might be shocked how much people will spend or suffer through to have a good story to share.
Think of all the great stories you could tell after staying at the Bel-Air mansion! And unlike a lot of business stories, you can share this one with just about everyone.
3. (Aspirational) Identity
Every conscious decision we make is influenced by the way they see ourselves and our place in the world.
If your offer connects to your should-be buyer’s identity in a unique way…
Helps him express externally how he sees himself internally…
Or moves him closer to being the person he wishes he was, letting Clark Kent be Superman, as it were…
It taps the deep-rooted desire.
How can your offer link your buyer to that identity?
4. Exclusivity
You don’t have to convince anyone there’s a limited amount of nights to book a stay in a mansion.
And you don’t have to convince anyone there’s high demand for the available slots.
But only about 365 people will have the privilege of securing one in the next year — if Airbnb keeps it open that long.
That kind of exclusivity and scarcity amplifies desire that’s hard to replicate in any other way — as long as you’re offering something people want in the first place.
It multiplies the status and story factor. Being part of such a small group boosts the impact to identity.
Leveraging exclusivity makes your offer significantly harder to resist. Use it to your advantage.
So there you have it.
When you’re thinking about how to make your offer as compelling as possible, remember…
Put value on the back burner. It’s all about stacking desire.
***UPDATE***
When I sent this article out as an
I sent my broadcast email newsletter earlier this week, I tested two very different subject lines.
One promises a valuable lesson about a topic I hear a lot of questions about…
The other seems to offer a voyeuristic peek into the lifestyles of the rich and famous.
I have to admit, the split test results surprised me:
If you’ve read my emails before, you may assume the mansion I promise a tour of is my own home.
(That’s kinda deceptive, but not maliciously so).
After the first hour, the voyeuristic subject line was opened TWICE as many times as the benefit subject line. Honestly, I thought the “Anatomy” subject line would win.And I definitely didn’t think either version would double the open rate of the other. There are a few takeaways here:
TEST. You really never know what will work until you get it out to the market
I’ve said it a thousand times, but must have forgot when I sent this test..
Sometimes entertainment is the most valuable benefit you can provide. That subject line brought MTV Cribs to my readers’ inbox.
If you want to keep your open rates from dropping over time, entertainment value is practically nonnegotiable.
People really do want to go behind-the-scenes, especially if your business has a personality component. They’re curious about the non-business stuff going on with you and others in your industry.
One of the top copy rules is that the copy must be about the reader. And while the “mansion” subject line doesn’t seem to be about the reader, it really is. It’s providing something they want: entertainment… escape… scratching the curiosity itch… aspiration… connection.
