Today, I’m in a good mood.

And, I’m feeling a little more generous than usual.

So here’s the dealio:

Huh? What’s that?

No, no, no! I’m not going to be giving away any of my products.

(I said I’m in a good mood and feeling a little generous. I did not say I’m losing my mind.)

No, what I am going to do differently today, is I’m going to do a little more teaching and a little less teasing (the information marketers will understand what I mean by that)

To that end, I’m going to devote today’s email to teaching you a little (but powerful) sales technique that can help you sell your wares more effectively. In other words, this sales technique can bring you droves of new, cashed-up customers and clients.

Geez, thanks, Kelvin.

You are most welcome. (just don’t expect this rare act of benevolence to become the norm)

Here beginneth the lesson.

Deep down in your greedy little entrepreneurial heart, you know you have a good product or service. You know your product (or service) will help solve your prospect’s problem. And, I bet you also know that you should be making more sales than what you are currently.

What gives?

Why aren’t your sales conversions higher?

Listen: identifying the reason or cause for craptastic sales ain’t that easy. It rarely ever comes down to one reason. There are copious things to consider. However, there are reasons for piss-poor sales that are more common than others. One such reason is this:

Your Prospects Don’t Believe Your Product or
Service Claims and Promises!

It’s a real problem.

And one that must be rectified – pronto!

You see, a doubting prospect is a prospect whose mind is closed, and when a prospect’s mind is closed, so are their wallets!

No good.

So listen up: when you make a product claim, your prospects are either going to accept it or reject it.

For your sales to improve, you must start making product claims that are readily accepted by your prospects. Sadly, most marketer’s product claims have all the believability of a politician’s promise.

So, how do you make claims and promises that prospects readily believe?

There are, of course, many ways.

But if I had to pick one that you can quickly start implementing, it would be this:

The “Reason Why” Technique.

By the way, I go deep into this in my 24 Laws product. But for right now, lemme give you a quick explanation of the “reason why” technique and then give you a real-life example of a soft drink company who made millions using this one little technique.



Cuz I’m happy to stop here if ya want.

Alright then. Let us proceed.

The “reason why” technique is pretty much what it says. It’s simply giving your prospects a reason why your product or service claims and promises are true.

And now, here is that real-world example:

In the late 80’s, Slice soft drink came out with a campaign that bragged about the great taste of their new soft drink. Their catchphrase was: “A better tasting soft drink”

Now, that by itself is no good. It’s just another company patting themselves on the back. It rings hollow.

But the marketers behind Slice’s campaign were no dummies. They knew people would be skeptical.

And that’s why they added a tagline that said this:

“Because it contains 10% fruit juice.”

And that little tagline (the reason why) made all the difference.

You see, that tagline gave people a reason why their soft drinks taste better – it contains 10% fruit juice.

And when you give consumers a reason why your product is better, you give them a reason to try it.

And boy oh boy, did consumers try Slice’s new soft drink.

Slice softy drink quickly captured a cool 7% of a $40 billion cola-dominated market.

Now hear this: over the years I’ve been selling my wares online, I’ve noticed two things: (1) how very skeptical people are of product claims, and (2) how very easy this skepticism is overcome when you give people reasons WHY your claims are true. Yup, people are quick to doubt your product claims, but if you know what you’re doing, you can make them believe your product claims just as quick.

Now listen: Think back to the last product claim you made in person or in your sales copy. Did you just open your big pie hole and blurt out a product claim without giving a reason to back up the claim? Huh? Huh? HUH?

Will didja?

Look, here’s the bottom line:

When you come up short on reasons why your product claims are true….

…You’ll Come Up Short On Sales!

But not YOU! (unless you’re a complete moron and ignore this reason why technique.)

Now you know better.



Author's Bio: 

Michael Jordan plays basketball, Steven Spielberg makes movies, Kelvin Dorsey writes emails.

Everyone has a talent.

If you're looking for someone to teach you sales, copywriting, or email marketing, Kelvin's your Huckleberry.

Kelvin is the author of six books. His most notable is titled 81 Days To Becoming an Online Sales Machine.