The Astonishing Power of Guilt and Absolution
Most of us – and most of our prospects – do things we know we shouldn’t. Or don’t do things we know we should.
And most of us are pretty sure that – sooner or later – we’re probably going to get what we deserve. So we regret our sins and that feeling of regret is called “Guilt.”
Now, guilt as it turns out, is one of the most powerful of all human emotions – and so is the unique kind of euphoria that accompanies forgiveness.
Every prospect you talk to is a walking, talking bundle of guilt.
He feels guilty that he hasn’t always eaten right or exercised …
That he smokes or drinks too much …
That he works too hard or not hard enough …
That he doesn’t provide well enough for his family (conservative guilt) or that he earns “too much” (liberal guilt) …
That he lost family money on a stock he should have researched better … or failed to sock away enough for retirement.
No matter who we’re selling to, these guilty emotions are resident in almost every one of our prospects.
When he thinks about these failings (or when our promotion gently reminds him), his remorse turns to fear and becomes dominant – a driving force capable of moving him to action.
And when a promotion shows him how a product absolves him of his sin and suspends the consequences of his shortcoming -- the urge to buy can become almost irresistible.
This week, I finished up the first draft of a promo selling a nutritional supplement that lowers your risk of having a heart attack or stroke – and to write that promotion, I had to read about 4,000 customer testimonials.
My favorite said something like …
“I smoke two packs a day and drink a quart of vodka every two days. I eat lots of red meat and cheese and rich, sugary deserts. I’ve never exercised a day in my life.
“My doctor says I should try to live healthier. I tell him to mind his own business. At 94, I like my lifestyle just the way it is. No way am I going to change.
“So thanks for a product that lets me live the way I want and still keep my blood pressure, cholesterol and blood sugar normal.”
Priceless.
Now that guy doesn’t seem to have an ounce of guilt in his entire body. But most of the folks who use my client’s product do.
It was clear that they viewed his product as a way to get forgiveness for past health sins. And so one of my major headlines touched on that idea, promising to “Dissolve 50 years of artery plaque in 8 weeks or less.”
Notice though, that I never mentioned the fact that my prospect’s high blood pressure, massive cholesterol numbers or diabetes was his own doing. Blaming prospects for self-created problems only ticks them off. Not a particularly good way to make a friend or a sale.
But if you begin by understanding the guilt and fear your prospects feel relative to the benefits your product provides – and then simply offer forgiveness in the form of your product (or premium), you’ve taken a giant step towards making the sale.
Hope this helps …
Clayton Makepeace, http://www.makepeacetotalpackage.com
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