Your prospect doesn’t know squat about your product!
You’re close to your product. You’ve been working on it for weeks or even months. And so when you sit down to write the sales letter, it’s pretty easy to assume that your prospects know what you know about your product.
Guess what? They don’t. And if you keep making this assumption, your prospects are going to get confused… and leave. Without ordering.
Let me give you an example that I see all the time…
Let’s say your product is called the Whiz Bang Traffic Crusher. Over the past few weeks you’ve started abbreviating it to WBTC. In fact, you’ve used that abbreviation so much that “Whiz Bang Traffic Crusher” and “WBTC” are synonymous in your mind.
Now listen…
If you have a fresh prospect hitting your page, he’s never heard of the Whiz Bang Traffic Crusher. And for sure he’s never heard of the WBTC. So if you use this abbreviation without defining it, he’ll have no idea what you’re talking about.
Imagine a headline like this: “Here’s why so many people use the WBTC – and why you should too.”
Your prospect is going to look at that line and think, “what the…?”
For starters, that line gives no clue who this sales page is for. “People” could refer to dog trainer, nudists or those who like peanut butter and jelly sandwiches.
Secondly, the prospect has no idea what “WBTC” stands for. More confusion. More wondering who this sales page is for.
At this point your prospect’s head hurts. He doesn’t want to waste time figuring out what you’re selling and who you’re selling it to. Unless he’s the super-curious type and he has a lot of extra time on his hands, he’s going to hit that back button.
Bottom line…
Remember, your prospects don’t know a thing about your product. So don’t start abbreviating its name… especially before you’ve even introduced the full name of the product!
