If your product isn’t great, make it so!
If you feel hesitant about selling, don’t be shy. There’s no shame in selling something excellent. And if your product isn’t great, strive to make it so!
One of the YC partners points out, ’The biggest marketing mistake startup founders make today is writing landing page copy and sales letters as if it were the last century,’ gradually building an argument from a distance and only arriving at a meaningful conclusion at the end.
It should be the opposite. Start with the strongest conclusion, then follow with the next strongest, and so on. In other words, you must immediately captivate someone with something significant, then continue to captivate them until they hit the ’buy’ button.
— People don’t care about what you do initially. The key to maintaining engagement is quickly turning ’I don’t care’ into ’Oh, that’s cool!’
— If you’re not clearly selling, people won’t clearly buy! They may agree with you, but they won’t buy from you.
— Additionally, you can’t win someone over with just one compelling argument. If you only have one strong reason ’for’ buying, you won’t overcome the barriers of hesitation and mistrust. You need 5-7 strong arguments, no less.
Finally, don’t lose momentum!
If you manage to capture attention, maintain that momentum until the buyer takes action.