We're as fond of "top 10 lists" as David Letterman. In the business world, such lists often go under the heading of "10 tips" or "10 things no (fill in the blank) should be without." As such, they represent a distilled version of the writer's wisdom, passed on in a format that is immediately accessible to their time-challenged readership.
But do we really need 10 tips? Especially when the whole idea can be boiled down to one simple statement? As our example for the day, we turn to Keith Gloster's article in today's WebProNews, "10 Tips for Writing a Highly Persuasive Ad." After reading his list, and agreeing that each item contains a nugget of wisdom, we stepped back and thought, "what's really being said here?" Every action he suggests serves one goal: build buyer confidence. And by building buyer confidence, we mean the buyer's confidence in their own ability to make a decision that will not come back to haunt them.
Buyer confidence is at the heart of conversion. Once achieved, the buyer is acting from an "internal locus of control" rather than being influenced and shaped by all the forces (and conflicts) around them. Gloster does a nice job of showing us some of the ways to help the buyer get there. Our friends Bryan and Jeffery Eisenberg cover this topic from almost every angle in their highly-acclaimed best-seller Call to Action.
Focus on making your buyer a winner. Winning buyers are confident. And when they are confident, you win too.