Flaunt Your Flaws

Legendary direct response copywriter Joseph Sugarman once sold an ugly but very functional thermostat.

The caption read:

”It had no digital readout, an ugly case, and a stupid name. It almost made us sick.”

The fact that Sugarman was so honest about the drawbacks of the product made people believe him about the benefits.

There’s a good lesson here.

Flaunting your flaws is a huge trust builder.

When you say, ”Our product isn’t a fit for everyone. Based on what you told me, here are the drawbacks and here are benefits” you’re more trustworthy than if you say, ”Here’s why our product is right for you.”

Prospects are skeptical of salespeople because they know they’re biased. They have a vested interest in making the sale. To overcome skepticism, be the arbiter of unbiased information.

The best way to persuade is to stop persuading. Let your prospects persuade themselves.

Prospects rarely interact with salespeople who don’t have commission breath. So when you’re radically honest you stand out like a red X in a sea of white circles.

Good old-fashioned honesty for the win.

Are you telling prospects both sides of the story or only your side of the story?