Preselling is About Building Trust
Any time money is changing hands, you can guarantee that there will be
shysters, con-artists, sharks, rip-offs and self-proclaimed “gurus” hawking “the
next big thing” in order to get a piece of that pie.
That presents a real problem for the affiliate marketer. You see, people will only
buy something if they trust that it will help them. So your job as an affiliate is to
build up that trust before sending a visitor to the actual salesletter itself.
This process of building up trust ahead of time is known as “preselling.” Think
about it like this: let’s say that you see a TV commercial for a particular product
that claims to solve a problem you have. Do you run out and buy it immediately?
Perhaps occasionally you do. But most of the time you just dismiss it, don’t you?
However, let’s say that after seeing the commercial, a friend, coworker or
associate who bought the product is raving to you about how great it worked for
him or her. Aren’t you more likely to go buy the product after that? Of course
you are. That’s because you’ve been presold on it.
The same is true of selling any kind of product online. Sure, you could just
redirect traffic to your affiliate link. You’ll probably even make some sales by
doing that. But doing that is the equivalent of the TV commercial. It is limited in
its ability to build trust.
On the other hand, if you presell your traffic, you transform yourself into the
friend, coworker or associate who is raving about the product, and that makes the
traffic you send through your affiliate link a lot more likely to buy.
There is one caveats, though. The potential customer must trust your
recommendation for the product you are offering or else they won’t buy it—even
if they have the problem the product promises to solve. So it’s important that
you understand what’s involved in building trust through preselling. Do it right
and it will greatly improve your bottom line. Do it wrong and your list will
become unresponsive. The next section deals with that specifically.