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Tips for overcoming your potential customers’ subconscious objections to making a purchase.
By Therésa Müller, CEO, ZA Group (Pty) Ltd
"Every sale has five basic obstacles:
no need, no money, no hurry, no desire, no trust."
— Zig Ziglar
Here is a real-life example from ZA Training — a division of ZA Group — attempting to overcome all of the obstacles listed by Zig Ziglar. You be the judge of its effectiveness.
(Note: We´re using an advertisement for one of our most popular workshops to demonstrate our marketing secrets to you — and hope you´ll decide to attend the workshop when you´re done reading! Read carefully and don´t miss the gold. The special offer, by the way, is real.)
You are invited to join us in a highly interactive one-day event that will teach you:
How to create advertising GUARANTEED to generate business for your business …
no matter what line of business you´re in.
The following testimonials and bullet points address the obstacle of "no desire".
Reading about what the workshop will teach you and what other businesses got out of it stimulates desire to obtain the same … if not the knowledge and skills, then the promise of positive results.
"An extreme eye-opener. This might just rejuvenate my business."
— Mariet Groenewald,
JM CPR Training
"I manage a six figure annual marketing budget with a very narrow margin for error …
Every time I place an advert, my neck is on the line so, as you can imagine,
I am motivated by results rather than the BS associated with much of the marketing and advertising world. What I got from your workshop was simple, clear, practical and applicable …
and illuminated the marketing process for me. Thanks to the manual, I continue to implement
your advice and it continues to generate positive results for my business."
— Stephen Anthony Farah,
Marketing & Operations Director,Andromeda Mobile Solutions
"I feel more confident in writing my marketing material,
creating my company´s pamphlet
and newspaper ad."
— Maliska Jelliman,
Owner, Pay Magic
Whether you are a marketing professional, business owner or entrepreneur — this workshop will give you:
- The knowledge to think like a seasoned marketer.
- Specific guidelines for marketing your business in the most effective manner possible.
- Clarity on what makes the difference between advertising that pays for itself … and advertising that does little more than drain your financial resources.
- An intimate understanding of why people would want what you have to offer … along with an ability to persuade them to take action towards acquiring it.
- The tools you need to create highly effective advertising, guaranteed to generate business.
- The ability to identify your most lucrative target audience.
- Insight into where to place your advertising for maximum impact and results.
- Guidelines for testing your advertising to see if it is working.
- And much, much more.
These testimonials address the obstacle of "no trust" by providing "reasons to believe". Endorsements, case studies, client testimonials, success stories and supporting scientific findings are all ways in which to build credibility and trust.
Some pretty important people from some pretty important institutions have attended and this is what they have to say about the workshop:
"Absolutely, unbelievably great! Practical, to the point, well researched, experienced, enthusiastic … very professional. Proof that nothing beats experience."
— Professor Tommy Du Plessis,
Director: Potchefstroom Business School, North-West University
"The course material is outstanding, its presentation is professional and the manual is invaluable.
Every delegate has been "wowed" by the workshop and can attest to the huge impact that their new knowledge has had on the growth and sustainability of their business.
We happily recommend this workshop."
— Sakkie Stoltz,
Vice President, Roodepoort Chamber of Commerce & Industry (ROCCI)
The following addresses the obstacles of "no need", "no money" and, in the last bullet,
"no hurry". The value simply outweighs the cost, making nonsense of any objections. Most business people would find at least one, if not all, of the offers appealing.
In addition to valuable information, skills and tools, you will also acquire:
- A free e-book entitled: 10 Ways to Write More Effective Advertising
- A free one-hour, one-on-one consultation valued at R1 250. You can use this session to get a crit on your existing marketing materials, to discuss specific marketing challenges, to get feedback on your marketing strategies, etc.
- A R1 000 discount voucher: equal to the cost of the workshop. This voucher can be redeemed for creative work* with ZA Marketing — a division of ZA Group — if you enroll before 17 February 2010.
The last bullet above, as well as the paragraph below addresses the obstacle of "no money". It has already been established that the value of the workshop far outweighs the cost.
Now the reader learns that doing the workshop is well worth the investment of time and money …
and that it will, in fact, save them money in the long run.
The cost of the public workshop is R995 per person (including VAT). This is a drop in the ocean compared to what you´re going to waste on ineffective marketing if you don't find out how to do it properly.
The following addresses the obstacle of "no hurry". Fear of losing out or of missing an opportunity is a major incentive to act. Linking the special offer to a deadline increases the incentive to act and tells the reader to hurry up.
You owe it to your business to take a look at what we´re talking about.
Note: This particular offer, with its R1 000 voucher for creative work* from ZA Marketing, is valid only for registrations received and paid for by 17 February 2010, regardless of which workshop date is booked for the year.
(View full workshop schedule here.)
* Creative work includes graphic design and writing for any medium.
So, what do you think? Is this a successful communication? Is this perhaps a formula you could use for communications from your own business?
Too long? Guess what? Research shows that when something is relevant to a particular audience, they will read it to the end, no matter how long it is. Did you read to the end? Point proven.
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