Show vulnerability… it shocks your prospect. Admit your limitations… talk to the skeptic in your prospect… it is a basic scientific principle of trust. Nobody believes anything is perfect!
Remember Volvo’s great sales pitch?
“We’re Boxy but We’re Safe”
OK, you got me… that Headline is actually from the movie Crazy People… but if Volvo HAD used it… science and psychology says that it would have had a high likelihood of working. So, why don’t they use it then?
Because like us… nobody likes to admit their weaknesses. But science says if we DO admit our weaknesses… people trust us more and we’ll be more successful!
What’s are some examples we could use?
- This might not be for you…
- We can’t help everybody but if you are…
- This isn’t the highest return you’ll ever get…
- This is NOT perfect…
- Many people don’t want to work with me, only people that…
- We can’t help you if you were born before 1947…
- I will never offer you the best investment, I don’t know what that is…
- Etc.
So, when you are preparing your next marketing piece… go ahead and admit a limitation that will surprise people and make them trust you more. And in today’s ultra-skeptical environment… we’ll take all the trust we can get!
