It’s so easy to get into the “I’m the best” mindset about your product or service. After all, you want to sell it, and you know it’s the best thing out there -- so you share that thought in your literature:
Wrong, wrong and wrong.
First, that language can open you up to lawsuits brought by your competitors (after all, they believe they are the best, too!).
But even if you don’t feel you need to worry about legalities, there’s another reason not to proclaim your premier status: Your readers already know you want to sell your product or service, and that you believe it’s the best -- so they likely will read right over your exuberant language. Even worse, some will be completely turned off by those often-unsubstantiated claims.
Instead, you need to tell your customers what your product or service can do for them. Highlight the benefits that are most important to them, and stress how your product or service can solve their specific problems.
At this point, you may be tempted to offer up a list of cool features. Again, please don’t. Those are fine to delve into later if appropriate for your audience, but they should be included only if they actually lead to a customer benefit.
So, the “best” way to sell your product or service is to demonstrate why you’re No. 1 – without actually saying you’re No. 1. Has your product or service broken records? Tell them. Will it help their bottom line, and can you quantify that? Will it help the environment (always a plus)? Finally, does anyone else offer what you offer?
Make your case by explaining how you can help your customers. You’ll win their trust as you prove you really are the best at fulfilling their needs.
- Our business offers top-notch service at the best price.
- You won’t find anything better than our product.
- We provide the best product at the best price.
Wrong, wrong and wrong.
First, that language can open you up to lawsuits brought by your competitors (after all, they believe they are the best, too!).
But even if you don’t feel you need to worry about legalities, there’s another reason not to proclaim your premier status: Your readers already know you want to sell your product or service, and that you believe it’s the best -- so they likely will read right over your exuberant language. Even worse, some will be completely turned off by those often-unsubstantiated claims.
Instead, you need to tell your customers what your product or service can do for them. Highlight the benefits that are most important to them, and stress how your product or service can solve their specific problems.
At this point, you may be tempted to offer up a list of cool features. Again, please don’t. Those are fine to delve into later if appropriate for your audience, but they should be included only if they actually lead to a customer benefit.
So, the “best” way to sell your product or service is to demonstrate why you’re No. 1 – without actually saying you’re No. 1. Has your product or service broken records? Tell them. Will it help their bottom line, and can you quantify that? Will it help the environment (always a plus)? Finally, does anyone else offer what you offer?
Make your case by explaining how you can help your customers. You’ll win their trust as you prove you really are the best at fulfilling their needs.
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