People love to see other people’s mistakes… how many people watch America’s Funniest Home Videos or watch funny videos on YouTube? Heck! We are almost addicted to watching other people’s mistakes.
So, how can you capitalize on this?
Show your mistakes! Whether in your marketing, newsletter or Website… talk about an unadulterated mistake. Why? Because people are skeptical of others that paint rosy pictures… people don’t want to be sold or told all the great things about a product, without hearing the negatives as well.
Telling them your, or your products weaknesses, creates trust. It makes them feel like you won’t try to hide anything from them or only sell them the positives. AND… It certainly makes you look different (and better) than all your competitors!
Here are some things that work…
- Walk through a mistake you made with a client… all the problems it caused the client… how you fixed it… and how it changed you as a person.
- Quote statistics about what investments people are moving money out of… whether it be bonds… mutual funds… or whatever. You find these stats regularly in industry magazines. Not just your clients, but as an industry whole.
- Talk about a mistake you made personally… and how it changed you
Don’t make these “sales” stories. People smell sales talk from a mile away.
Make these emotional stories. Remember, people buy based on emotions and if you can create some empathy with your story… you are going to get plenty of traction and action!