You know how a lot of soccer moms burn for heart-pounding, leg-trembling, stocking-ripping, kinky romance in their lives?

Buyers have a similar desire for certainty .

Founders and business leaders live in in a perpetual Harry Potter fan-fiction daydream. They imagine they could wave a wand, utter some magical marketing phrases, and enchant these secretly lustful buyers with the certainty they’re looking for.

Here’s the problem, Merlin: there’s a vicious, fire breathing dragon in the way just hankering to melt your face off

And that problem is buyer skepticism.

When you offer prospects a solution that will solve their problem by doing it cheaper, better, or faster than the competition…

Their internal skeptical dragon can’t help but rear it’s scaly head and lick its teeth

But most marketers are oblivious to this reality. So their strategy to get people’s attention is through sheer hype.

“We have this incredible opportunity that will 10X your revenue blah blah blah”

Buyers ask tough questions when they see this kind of hype.

They raise their eyebrows and want to start due diligence immediately,

When you offer something that seems too good to be true, you’re going to get skepticism.

Hearing prospects verbalize their skepticism to your face is the best outcome you can hope for from hyped-up marketing.

Otherwise, they just want to get off the phone or click the unsubscribe button. They’ll run away without giving you any feedback.

Put yourself in the buyer’s shoes. You’ve been the target of overly-fantastical marketing. You have a finely honed psychological spam filter that junks all these claims without a second thought.

The solution to slay this skepticism dragon isn’t to make even bigger and bolder claims–all that would do is make it fiercer and stronger

The solution is good ol’ fashioned proof.

Make sure you can back up all your marketing claims , and 80% of the battle is won.

The challenging piece for founders is how to prove their claims without being boring.

The #1 sin in marketing, after all, is boring your audience.

So, the last thing you want is to make write your promotional materials in the dry, soulless style of a consumer report or white paper.

I might not be able to unleash a buyers “inner goddess”, but I might be able to…

P.S. My book shows business owners and entrepreneurs the exact steps for using creativity to make lots of money. It costs around $30 everywhere else, but if you join my daily email list by clicking the link below, you can have a digital copy for free.  

Get it here: https∶//powerpersuasion.net/