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Secrets to Success
Deborah Cole Micek
and John-Paul Micek
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Reversing risk boosts your sales
Part seven in a 13-part series
IN Part Six of the 12 Laws of Online Marketing with Business Blogs, RSS, and Podcasts, we discussed Law #5: Headlines are the front line of all your business-blogging, online and offline marketing efforts. If you missed earlier installments to this 13-part series, you can find them at advancedbusinessblogging.com.
Law #6: Reverse the risk to watch your list grow and your sales soar.
Have you ever noticed how most companies put the risk of doing business on you, the client? Here's an off-line example I saw recently when I was waiting in the check-out line at a garden center. A sign behind the counter stated in bold red letters, "Absolutely NO REFUNDS After 30 Days."
When I read that sign I caught myself double-checking my intended purchases to see if my use of any would fall outside this 30-day timeframe. Although I didn't put anything back, I wondered how many people must have the same reaction; and, how many of those people must end up not purchasing some products -- or worse, not buying anything at all.
I don't disagree with the policy of the store. But the way this policy is stated is destroying client trust. The risk is being put squarely on the shoulders of the consumer. In this case, the garden center wouldn't even have to change their policy to reverse the risk. The same policy could have been stated positively: "We will be happy to refund your full purchase price within 30 days."
See the difference? The first statement puts the burden of responsibility on the client. The revised statement implies that the business owner is taking the risk and bending over backwards to help the client out.
Just as your business blog is not the place for blatant sales pitches, or hard-core marketing language, your risk-reversal policy should not be conspicuous.
The content you deliver on your business blog is actually helping to reverse the risk for prospects without direct mention of any risk reversal. When a person visits your business blog, it's like you asking someone you like to go out for a cup of coffee. You have a good conversation, and you don't expect to get or give a kiss at the end.
As a prospect joins your list and returns to hear more of what you have to say, they get to know you better (and trust you more).
With the right business blogging strategy, by the time a person sees your actual risk reversal, it's simply icing on the cake. It makes deciding to do business with you a "no-brainer."
Instead of experiencing disappointment like most marketers, or just getting a kiss at the end of one conversation -- you get a wonderful marriage!
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John-Paul Micek is the lead business coach at RPM Success Group Inc. Reach him at
JPM@RPMsuccess.com or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer of RPM Success Group, is a business success coach and life strategist. Reach her at
DCM@RPMsuccess.com or toll-free at (888) 334-8151.