In part 3 of thinking, we reach the pinnacle of this mini series – how thinking gets us out of a hole.
The title of this series is “How to think about things until you figure them out”, so let’s do that. Overthinking only happens when we hit an obstacle. It’s the same with all types of selling too.
If a prospect starts to dither over whether to purchase or not, there’s a good chance they’ve gone into overthinking mode (and if you’re the seller, I’m sorry to say it’s your fault).
If you have an option to buy on a dedicated sales page, but you also have options to sign up for a newsletter, get a sample, or click on numerous other links, then you’re creating an overthinking opportunity for your buyer.
If your sales copy has more than one big idea and they’re not perfectly aligned, or it has more features than a meteor battered planet, then, you guessed it, your poor old prospect is going to have too much to think about.
And that, in a nutshell, is overthinking. It’s impossible to focus because there are too many distractions.
The way out (and the way to get what you want) is to create binary decisions. Turn every choice into yes or no. E.g., “should this eBook be $7 or $27?” – the answer should be NO unless you’re selling it to a crowd of IM fans (there, I just overthought it).
Whenever you get into a decision rut, go back one step (in the case of the eBook that back step is this: “should I sell the eBook or give it away?” (there are only two answers – A or B below):
Answer A: Sell it. Next question: $7 or $27. Just choose and sell it (the price doesn’t matter – it will sell or it won’t sell whatever you choose – and if it doesn’t, THEN go on to the next question – “e.g., should I make it cheaper?”).
Answer B: Give it away. Great. Now create the opt in page.
As far as copywriting is concerned, we can give our buyers decisions to make, but ONLY if we keep it at a maximum of two, and ONLY if the answer is obvious (i.e., we already pre-sold them on one of the answers).
What do you think? Can you work with this or is it too much to think about? Let me know.
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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