No matter what product you sell and what niche you’re in, people will always compare you to your competitors.

Whether it’s price, product features, materials or anything else.

The truth is - you will never be the best at everything because there’s always a trade-off.

You can have the highest quality materials but people need to pay premium price.

You can be the cheapest option but then your quality will have to suffer somehow - whether it’s the product itself, packaging, customer support or anything else.

What most brands do is they focus on their USPs (unique selling propositions) and talk only about the good side.

The issue with that is most brands focus only on their strengths without addressing their weaknesses.

And this is what messes up your conversions.

Because your weaknesses are the trade-off your customers have to make.

Cars are a great analogy for this:

Toyota is extremely reliable with low MPG and you will keep it running for years but it doesn’t give you status (trade-off).

Lexus is premium, has high quality interior that looks wonderful but it doesn’t give you sporty driving experience (trade-off).

Porsche is premium, has great interiors and gives you unforgettable sporty driving experience but it comes with a price tag (trade-off).

Whenever you give someone a choice, they always focus on what they get but also on what they lose.

This is why your email copy should also touch on these trade-offs and address them straight up.

So you’re turning hesitant prospects into customers by addressing your weaknesses.

I call it flipping the script.

Let’s say you’re the cheapest solution/brand on the market - you could say something like:

“Our product is the cheapest out there. Not because it lacks features or uses low quality materials. But because we didn’t add a 2-3x markup with falsely created perceived value to squeeze as much money from you, the end consumer, as possible.
Instead, we made it affordable to everyone as we know it works better than other alternatives and we care about helping people. All without sacrificing the quality or the end result of using the product.”

And if you are the most expensive option out there, you can say something like:

“Yes, our product is 4x more expensive than any other solution out there. And we’re proud of this. Because what we have to offer is the best product on the market.
Other brands will tell you they use the same materials but they didn’t spend tens of thousands of dollars to create a patented solution that has the highest success rate and longevity out there.
Just think about it - when was the last time you went for the cheaper option and ended up paying 2-3x more overtime anyways because it didn’t work or just broke after 1 week.”

You get the idea.

In both examples I addressed the trade-off someone thinks about when analyzing the offer:

Cheap → has to be poor quality or is missing somehing important.

Expensive → is the same and does the same job as other products so I’m fine with paying less for lower quality.

It is quite simple but helps you remove any uncertainty and make your prospects go from “something is off” to “alright, that makes sense”.

When it’s logical, the decision can be justified.

And when the decision is justified, they’re more likely to give you money.

Try this approach with some of your next campaigns and see how they perform.

Cheers,
Konrad

More Resources

• Hire Me & My Agency For A Fully DFY Email Marketing

• Done-For-You Black Friday (One-Time Fee)

• ​Ecommerce Email Conversion Checklist​ - 207-point email audit checklist to help you turn email into your most profitable channel driving 20-40% more revenue.

• ​Ecommerce SMS Conversion Checklist​ - add 5-15% in new, untapped revenue by setting up SMS in just 60 minutes.

• ​Automated List Cleaning System​ - save $100s every month on your Klaviyo bill by creating a system that automatically cleans your list, suppresses profiles and downgrades your Klaviyo plan. All in less than 15 minutes.