Generally speaking, as human, no one likes to be sold to – we rather want to buy.
The literal explanation of this is that, we don’t like to be somewhat forced to buy a thing.
We like to logically come to the conclusion for instance that, “I see this so and so feature in this thing, so I bought it” – not that, “I bought this when the sales person won’t let me rest!”
And this ideology further implies that, to sell a thing to anybody, you need to let them see the reason why they must buy…
If what you intend to sell them is something that has some level of competition, then, you might want to take some careful notes of some points I’ll be explaining in this post…
Firstly, let me make it clear that I don’t take full credit for the tactic that you’re going to learn in this post… I learned it from Todd Brown of the Marketing Funnel Automation.
Now… from our college days argumentative essay writing, if you remember, we’re always told to bring out the features and benefits of both sides of what we’re exposing on… but then at the end, point out to why one option or way is more or highly defected, and why the other is better off.
And a more advanced way to use that argumentative tactic as a marketing tool is what I’d be exemplifying to you right here now…
In your marketing statements, because you want to place some choices at the feet of your prospects that they can pick their desire from, so that you won’t seem to be forcing them to buy…
But while stylishly making sure you portray your OWN product or service to them as the best alternative to all the others, there has evolved some style of presenting your arguments…
When trying to present your product or service, what you do is that you present it along with two others that are competitors to it…
…but you systematically present them by highlighting certain features and benefits to them all… with your OWN product or service having the least or even negligible defect and the most outstanding benefits…
The strategic and systematic format to use – as explained by Todd Brown – is as pointed out below:
(Competitor’s Solution) Choice 1: weak advantage, strong disadvantage, strong disadvantage.
(Competitor’s Solution) Choice 2: strong advantage, strong disadvantage, strong disadvantage.
(Your OWN Solution) Choice 3: weak disadvantage, strong advantage, strong advantage. (That can’t be matched or delivered by the other alternatives).
In the first alternative solution you inform your prospects about, which is that of a/some competitors, that you feel the prospects might’ve heard of or known, you name it, and then go on to state an advantage, but letting them know it’s just a weak advantage, then to quickly follow it up with a strong disadvantage it has, and then another strong disadvantage.
You then move on to mention another alternative which is still that of some competitors…
…you name it – whether or not your prospects know it – and then go on to state a strong advantage to it, but to quickly follow it up with a strong disadvantage, and then another strong disadvantage.
And then, you now come up with your OWN solution.
For you not to be caught up for discrediting others, first come up with a disadvantage of your solution too, but make sure to note that it’s just some very negligible and weak disadvantage, and then quickly follow it up with a strong advantage, and then another strong advantage.
That way, you’d have completely changed your prospects way of thinking, to view and see your solution and option as the best amidst all other competing alternatives.
The importance of arguing this way is that, somehow, your prospects might come across the marketing and adverts of these competing options, and they might want to try to weigh them with yours.
But when you’ve strategically brought their cases up in your marketing already before your prospects hear of them from external sources that would be hyping them, so to speak, then your prospects would not be dumbfounded to be in some kind of indecisive states.
They’d always readily go for your option and solution.
That’s about that.
Let me know what you feel about this post in the comments section below.