How do you get “almost” customers? Ouch.
They get to the shopping cart but won’t pull that trigger.
Come on now, type in your credit card, you know you know it by heart.
They ogle your landing page. They want what you have! And yet, they open another tab. They move on.
Dun Dun Dun. They do not buy.
Guess what? There are special trolls hiding under the bridge to revenue. When you get close to making a sale, they scare your prospects away. Get rid of them and your copy will convert better than ever.
Who are they and what do they represent? Fear.
The Trolls of Fear. They stink up your landing page and scare away the customers. And, they come in a few varieties.
If you’ve spent any time in Vegas, you know the drill. It’s colorful, loud, and you’re going to lose money.
But it looks so easy and there are smiles everywhere! Shiny happy people with adult beverages! How many times will you pony up to the blackjack table and say “hit me” before you get it? The dealer never loses in Vegas.
But you read the books, you watched, you paid attention. You. Can. Count. To. Twenty-One. What gives? It’s Vegas, baby, Vegas. And so the money-waster troll is born. Go ahead, order a drink from the pretty lady and watch it go bye bye, it’s just chips, but it’s money, honey, and it’s gone. It looked easy. Now, you’re drinking gut-rot Scotch and you’re empty handed. Sucks to be you right now. That’s a tough one to get past.
OK, fine, so you didn’t win. But maybe that cocktail waitress likes you. She really really likes you. She’s leaning in. She’s making eye contact. That’s it. No more dating sites. No more blind dates. No more “who’s going to be my plus one on New Year’s Eve?”
And, then when her shift is over, she goes with the guy in the Armani suit. He hit blackjack. Again. He won $5 grand. Wait a minute, how is he winning against the dealer?
Your buddy told you the table was cold. He’s moved over to play the slots. You’re down hundreds and feel pretty peaked. That Scotch is not sitting well, and you feel like a big old idiot with empty pockets and no girl.
And that troll digs in his heels, he’s in it for the long haul.
When we’re misled by a shady business experience, the troll grows. We easily mistrust because we’ve been deceived. What to do?
And then wonder of wonders, along comes a content marketer with helpful information. Perhaps she shares a helpful article that solves a problem we’ve been grappling with. Let’s call her a Copywriter With Vision, if you will.
Wouldn’t you love to be able to trust your judgment again? Don’t you want to believe in people? Well, you can.
You can find quality business relationships, and decency in those who consistently create strategic, relevant, and valuable content. You can find trustworthiness in business. It’s out there.
But the troll keeps murmuring horrific reminders about “falling for it again,” and “don’t get fooled you, stupid idiot.“
So Crush Those Fear Trolls
You too can crush the fear trolls. Do it for yourself and for your clients. Be honest, deliver quality content, and be a decent human. It’s not rocket science. It is content marketing. It’s content marketing, and copywriting, and running a business with principles. That’s how you wipe out fear. That’s how you get prospects, convert them to customers, and turn them into forever loyal repeat clients.
Be real, be consistent, be truthful, keep your promises, don’t try to be who you’re not. These are simple life rules really. Your grandmother would be proud.
Photo credit: Trip Advisor