They All Say “…I’d never fall for sales techniques” But They All Fall Into The Same Trap
I was writing about how to sell features yesterday and in my original document I went completely off-tangent. This was because I used an example of how to sell to a “rational” type.*
We all know the rational type. If you tell them you’re a copywriter or salesman, they automatically say “That’d never work on me.” They tell you that a list of the things that they want wouldn’t cause them to buy your product or service.
- They don’t get tricked by salesmen or smooth talkers.
- They buy based on features, not benefits.
- They don’t buy until they’ve done their research.
- They only go into a store to buy what they already knew they were going to buy, and nothing ever changes their mind.
At least, that’s what they’d have you believe.
In reality, nobody is immune to sales. It simply isn’t possible.
If I could create a perfect product that solved all your problems for the low price of ten dollars, then you would buy it, provided I got through to you the benefits of said products, and the fact that the product solved your problems.
If you are a copywriter or salesman, then the problem with your product is one of two things: It’s not designed for the right audience, or you’re not getting the benefits across.
The good news is that you can rattle off a whole list of features and benefits that have nothing to do with your prospective customer, providing you give them the one solution they’re looking for.
Even if you’re an INTJ-style rationalist-introvert, you’re still going to be sold on that one feature mentioned in yesterday’s post. In fact, in a lot of cases, you’re going to be even more prone to this. I know I am. The person who normally buys something “for the specifications” is exactly the sort of person who tends to buy “System-Type” products.
- It’s why “Dating Systems” sell so well. (As though humans follow one blueprint.)
- It’s why “Money Making Formulas” work well.
- It’s why so many products are talked about in terms of gamification.
Those are all emotion-driven examples of appealing to rational types.
So How Do I Sell Any Mundane Product To The Cynical, “Sales Don’t Work On Me” Rationalists Crowd?
The simple answer is: You provide the solution to their problem in the way that they best receive it.
The longer answer is: You use their rationality against them. Don’t be afraid to put the fine details and specifications in; just don’t use them to sell the product, because nobody actually cares. Notice how tech webstores have that list of specifications? That’s so a person can convince themselves they’re buying for the features. You still need to give them the benefits and fish for that benefit.
It’s answering an objection before it arises. This is key. People who think of themselves as rationalists need to be told (and made to feel) that they aren’t getting caught up in the buying fever even when that’s exactly what they’re doing.
As I stated above, anything that mentions words like “strategy” and “method” works well in terms of buzzwords. Even if you have no control over the product, frame your copy in a methodical way.
To go back to another previous post, rationalists tend to be interested in the “how” questions.
Finally, paint a picture of a better world and highlight the challenges. You should do this in every piece of copy, but it’s important when you’re dealing with the rationalist reader. The world is chaotic and commerce is a chaotic thing. Rationalists tend to feel lost because fashion doesn’t make sense, social proof doesn’t make sense and – although we all know about rationality – the world isn’t rational. People don’t behave rationally most of the time; they’re on autopilot.
Addressing that is a massive goal when it comes to dealing with a rationalist; especially when you combine it with your product.
This is exactly why all “dating advice” follows this blueprint:
Guys/girls are really weird and they don’t make sense. At least they didn’t until I discovered this one secret. Until then, I just couldn’t understand them. But once I found this system, it all made sense.
There’s a reason for that blueprint. Non-rationalists won’t think they can learn social skills from a product. Rationalists will and those hooks are what nab them.
(NOTE: *I use the word rational because that’s how they’re typed in psychological terms. You’ve probably heard of Myers-Briggs personality tests. Rationalists are strategic types, Idealists are Diplomatic types. For what it’s worth, I don’t believe in one type of person being more rational than any other… just different motivations and ways to achieve said motivations. )
P.S. This isn’t meant to be disparaging or insulting. We’ve all got triggers, rationalists, non-rationalists, introverts, extroverts… something triggers everyone.
P.P.S. Let me know if you enjoy these customer profile breakdowns. They’re fun to write but I’m not sure how much anybody likes reading them.