M5 Step2 Please
Step #2: Please After getting your audience’s attention in the tease stage, your job isn’t finished. Even if you have an excellent hook that grabs someone’s attention, you aren’t going to make a sale if you fizzle out in the please stage. In the please stage, your job is to show your audience the magical transformation that your product provides. The reason why they should buy it. Think about OxyClean for just a moment. Billy Mays would grab the audience’s attention by showing them a problem that they could identify with (i.e. a stained carpet), and then he would hold their attention by showing the magical transformation of OxyClean (i.e. a difficult mess being cleaned up). That’s one strategy. Another strategy to use (and one of the most powerful) is testimonials from people who have used your product. However, there are five levels of testimonials. In order of least powerful to most powerful, the five levels of testimonials are: 1. Consumer: A testimonial from a normal person who has used your product. 2. A Professional (i.e. a doctor, lawyer, industry expert, etc.): They have more credibility, so their testimonial is a bit more powerful. For example, a doctor promoting a skincare product is way more powerful than a consumer promoting that same product. 3. Celebrity: Getting a celebrity to endorse your product puts a halo effect around it. You get significantly more publicity and credibility if a celebrity goes to bat for you. 4. Editorial: If a respected publication puts out an article about your product saying how great it is, that’s really powerful. You can’t buy that. 5. Clinical Data: Whether it’s a university study or a third party testing lab, getting empirical data that proves your product works is the most powerful type of testimonial that you can have.
Copyright 2018, LURN, Inc.
Page 1 of 2
The root of the please stage is that you have a solid product. The please stage will almost take care of itself if you have a product that provides a lot of value to its users. In the next lesson, we’re going to go deeper into the seize stage of the three-step formula.
Copyright 2018, LURN, Inc.
Page 2 of 2
Copyright 2018, LURN, Inc.
Page 1 of 2
The root of the please stage is that you have a solid product. The please stage will almost take care of itself if you have a product that provides a lot of value to its users. In the next lesson, we’re going to go deeper into the seize stage of the three-step formula.
Copyright 2018, LURN, Inc.
Page 2 of 2
