We are hyped to death. Even when a good product makes it through the noise, we’re skeptical about the benefits it preaches. Will it truly help us solve our problems? And what’s the downside?
That’s a concept Roy Williams of the Wizard of Ads recently addressed. He says:
Do you want to surprise Broca, gain the attention of your customer and win back your credibility? Learn to name features, benefits, and downside. Trust me, the customer is already trying to figure out the downside. Why not just tell them? It’s the best possible way to insulate yourself from the backlash when they finally figure it out for themselves.
What a concept. Share it all with your prospects and clients and grow your business in the process. It will help you build trust and create realistic expectations. And may just get you some great word of mouth marketing in the process.
What do you think about sharing the “downside” of what you sell? Leave me a comment and let me know.