💡 Don't Be Perfect (Issue 111)

Potential buyers don't trust 100% positive reviews

Have you ever looked through the reviews for a product, service, restaurant, etc., and found yourself suspicious of anything with a perfect rating?

I know I have. It seems too good to be true. What’s the catch? Sure enough, the reviews don't sound quite authentic when you dig into the actual text.

So, what counterintuitive advice do I have for you as a business owner?

Be imperfect.

Potential buyers won’t trust a 100% positive rating and all glowing reviews.

People are more willing to buy when you have positive testimonials and reviews, but you admit imperfection. When there are reviews that complain about something that most buyers don't care about anyway (e.g., unrealistic expectations for your product or service).

Write your marketing and sales copy to do this upfront. Share the great results your clients get. Talk about the cool features of your product. Explain the benefits. Post some of the wonderful testimonials and reviews.

But then explain that you are not the perfect solution for every single person on this planet or every potential situation. For example, you can say:

• "My clients love the results I get for them, but I'm not for everyone."

• "This product isn't for you if you’re not willing to put in the work to achieve success with it."

• "People won't get good results with this if they don't use it consistently."

• “Pharmaceutical companies don’t like me because I make people so healthy they don’t need their products.”

• “Car salespeople hate me because my advice will save you tons of money on a new car and lower their commission.”

How can you adjust your message to admit your imperfection, enhance authenticity, and boost sales?

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I’m Larry Cornett, a Freedom Coach who works with you to optimize your career, business, and life. My mission is to help you take complete control of your work and life so you can become a more “Invincible You.” I live in Northern California near Lake Tahoe with my wife and our Great Dane.

Photo by Usman Yousaf on Unsplash