Tag: sales

Tearing Down The Walls Of Sales Aversion

face painted on wall


Our Aversion 

Most of us suffer from sales aversion to the point we shut down at the mere hint of a sales pitch. Someone comes to the door and you “politely” shut it in their face. Whatever it is, you don’t want it, right?

We often inquire of our friends their favorite restaurant, or the name of a good mechanic. We’ll ask for the name of a doctor or an all-natural deodorant. But the moment someone openly shares these things unsolicited, the walls go up.

I know, I’m guilty of it, too. There’s just something inside us that rises up to guard us against being taken advantage of.  It’s a wall of protection even friendship struggles to break through.

Your friends love to hear about your adventures, failures, successes. They don’t mind seeing pictures of your cat or your dinner. They don’t even mind hearing your review of a restaurant or movie. But don’t — whatever you do — share a product you sell. 

Tell them you’ve seen great results with product XYZ and you might as well have leprosy.

Fool Me Once…

We have to go back to early childhood to find the root of this aversion. At some point in everyone’s life, there was a time when we were made to feel like a fool. You made a childish mistake, and someone laughed at you. Someone you trusted.

As a teen, you made a hasty purchase with your meager allowance, and soon had buyer’s remorse. You felt shame.

Maybe a time or two you’ve gotten into a business venture that turned out to be too good to be true, and you dragged some others in with you. You felt like a public failure.

In order to protect ourselves from this feeling of shame and embarrassment, we put up a barrier that says, “You can’t fool me.” And every time we let down this barrier and get fooled again (and we do), the next time the barrier is thicker.

It’s not as if we don’t like to buy things. Look around the malls and you can see we love to buy. We are a consumer society. Online shopping is an ever expanding marketplace. So truly, we do want to be sold to, we just don’t want to feel stupid.

How Proof Breaks Down The Wall

To sell your products, you’ve got to get past the thick wall of objection. One way to do that is to give assurance through proof.

There are three kinds of proof you can use to assure your prospect they won’t be foolish to buy from you. All of these help to build credibility.

Testimonies: When you share a testimony you give your prospect third-party proof that your product really does what you said it does. This is the success story, the satisfied customer, the referral from someone like them. The more of these you can provide, the more you chip away at that wall. Your prospect might not trust you yet, but they’ll trust the guy with nothing to gain. This kind of “social proof” goes a long way.

And if a picture paints a thousand words, a good before and after photo will speak ten-thousand.

Endorsements: Another third-party proof, these are the words of an expert. A doctor, a financial guru, a scientist — whoever is well qualified to speak of your product’s quality or value can make a good endorsement.

Solid validation can come in the form of charts, graphs, statistics and other visual elements of proof as well.

Large corporations often use celebrities to endorse their products. Although they aren’t experts, many people admire them and want to emulate them. But buyers aren’t dumb. They know full well these celebrities are generously paid for their endorsement.

Personal Profiles: This is commonly used with high-tech or medical products. Although your own testimony carries little weight when you’re the one that will profit, if your product is designed by a scientist or other expert, it can be worthwhile to show their credentials. Buyers want to know just what qualifies you to produce such a thing, and this proof of expertise will help to alleviate doubts.

Building Trust

Understanding your prospect’s obstacles to buying will help you in forming a strategic plan whereby you can gain his trust. With the right proofs, you take away the bricks from his wall and give assurance that he won’t feel like a fool for buying from you. You give him reasons to justify the purchase to himself and to others.

This, however, is just one tool for success that includes other trust building elements. You’ll need a compelling story, a powerful promise, meaningful features and benefits, an emotional connection, and a strong guarantee. But without removing this obstacle, you’re just likely to hit a dead-end.


Cindy White is a freelance copywriter specializing in helping businesses reach their target markets for increased sales and improved client relations through compelling, well-crafted copy. Initial consultations are always free of charge. 

7 Ways To Avoid Frustrating Your Prospect


Are you accidentally frustrating your prospects with the wrong words?

Back when I worked in the banking world, I constantly had to paddle my way through a muddy river of acronyms and corporate lingo. It was like a mystery decipher game. Where was my decoder ring?

I always suspected that somebody got paid a lot of money to make up that nonsense. I bet they felt pretty smart. The problem was, it didn’t help make anyone more productive or successful. Kind of the opposite, actually.

Hey, guess what. Industry-speak doesn’t always work with your employees (evident by the eye rolling), and it never works on your customers. It’s not that they aren’t smart enough. On the contrary. It’s just that they’re busy knowing their own business. Don’t make them learn yours.

“Your written content is only useful if it communicates its desired message to the intended audience.”

Never assume that others understand your business language.

Those code words that are meant to shortcut communications within your industry are a foreign language to everyone else. There are two scenarios:

  1. You make them feel stupid and they choose not to do business with you.
  2. They pretend they know what you’re talking about and you end up with misunderstandings.

Your written content is only useful if it communicates its desired message to the intended audience. A message misunderstood is a waste of time and resources, and can create frustration. Frustration is the last thing you want to create! It neither motivates staff, nor sells your product.

When creating written content, always keep the following tips in mind:
  1. Spell it out. Avoid using acronyms or “lingo” until you’ve spelled out the full meaning at least once. And only use it if necessary.
  2. Talk to me like I’m 5. Or at least like I’m a fifth grader. Don’t talk down to people, but use words that are easy to read and understand. One measurement often used by copywriters is something called the Flesch-Kincaid (FK) Score. It’s a tool used to measure readability of a written piece, expressed as a grade level. Personally I seldom use it, because I naturally write at a fifth grade level. Remember, readability is an important key to understanding the message.
  3. Be a good friend. Keep a conversational tone and your prospect will see you as someone that understands them and has their best interest at heart. Be kind and helpful in order to build the trust that bridges your reader from prospect to customer.
  4. Use shorter sentences. Long, run on sentences, although they may contain much valuable information, can sometimes lose the attention of, or become a burden to, the busy, distracted reader, thereby losing hope of your message making its intended impact. In other words, Long sentences are burdensome. To make your point, keep it short.
  5. Write for the skimmers. The truth is, most people don’t actually read, they scan. The headline is the first, and most important element. Make it awesome. After that, subheads, followed by the summary at the bottom. If they see value in that much, they’ll hopefully go back and read the rest. Make it worth their time.
  6. Tell me what I need to know. Show your reader they’ve come to the right place. To overload your reader with unsolicited information can cause a mental road block (unless it’s engaging and entertaining, of course). Give the necessary information with a link to further investigate as desired.
  7. Tell me what to do. Your goal is to cause an action step. Click here, buy now, fill out this form, pick up the phone, etc. Just say so. Any time your reader is unsure, the default will be to do nothing.

Your message should tell your prospect that you can help fill a need, solve a problem, and/or bring relief from some pain and frustration they have. Nobody needs additional frustration in their lives, nor do they like to feel stupid. Just tell them what they need to know and what to do next.

Most importantly, your message must provide value to the reader, and to do that, you must speak their language, not yours. 

So if you need help with defining and crafting your messaging or with any marketing materials, PICK UP THE PHONE.  Seriously though, I’d love to talk to you about your needs, so call me. Or send me a message here.


Cindy White is a freelance copywriter specializing in helping businesses reach their target markets for increased sales and improved client relations through compelling, well-crafted copy. Initial consultations are always free of charge. 

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