Razor Blades And The Marketing Slippery Slide

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Copyright © 2010 Scott Bywater


On Friday, I made a mistake which probably cost me a thousand dollars or more. That's right. I gave you the wrong number to call to listen into the replay of my teleseminar about getting more customers last week.

Now when people are ready to take the next step with you, it is always a big mistake to put anything in the way of them doing so (as I did on Friday).

Instead, you want to make your marketing process like a slippery slide which makes it virtually impossible to stop buying once you hop on.

But all too often, companies do what I did on Friday - they put a razor blade along the slippery slide which kills sales.

Let me give you a few examples of what I'm talking about so you can see if this happens in your business.

EXAMPLE #1

Yesterday, we went to a very well known sporting company. Now my wife and I go for a swim at lunch time, virtually every day, so we bought goggles for all 3 of us, a rash vest and a number of other bits and pieces.

Now the service was fine. But when we went to walk through the checkout there was a huge lineup and the service was REALLY slow.

My wife, who is the more outspoken of the two of us, commented on this and the lady apologised and said two of the cash-registers were down.

She then ruined this apology by making an excuse and saying it wasn't her fault. But that's another story.

Anyway, as I was standing there, I heard her talking to her colleague about how the IT department really needed to get their act together because this was happening EVERY weekend. Now, we went through with the purchase. But we did consider just forgetting about it - and I imagine there were a number of people who did put their stuff away and think "we'll go somewhere else" or "we'll come back another day" (and never did).

A big, expensive mistake... particularly when you consider how much this company spends on advertising.

EXAMPLE #2

I remember writing an online phone directory for a lady several years ago. And a few months later she came back to me to tell me she hadn't received a call since I wrote the ad.

I was shocked as this had never happened before. I went to her ad online to check it out. Dialled the number. Here's what I heard:

"The number you have called is disconnected. Please check the number before dialling again."

Another big, expensive mistake!

EXAMPLE #3

I tried to buy an information product valued at just under $2,000 online on Friday. But whenever I put my order through, it told me I needed to fill out something else.

Guess what?

I couldn't find it. I tried four times before giving up. I plan to try again and call the company.

But life moves on, and the reality is the majority of your customers just won't get around to it.

Another big, expensive mistake.

Anyway, take a moment to think of your business. Is the marketing process fluid? Is it hard for your customers to get off once they hop on? Or are there razor blades which are stopping your prospects from sliding to the end and becoming customers?


About the Author:
Scott Bywater is a direct response copywriter with extensive experience in B2B and B2C writing. Mr Bywater is the author of Cash-Flow Advertising and More Customers Made Easy. You can gain access to his copywriting and marketing tips via his entertaining and eye opening "Copywriting Selling Secrets" newsletter available at http://www.copywritingthatsells.com.au/


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