- You want to make sure you only convert the right kind of client.
- Interrupts their normal expectation for “sales” experience, which leads to more openness to your message.
- Enhances your credibility.
Use testimonials of people who didn’t buy and their reasons for not buying. It should be presented as a positive: “I didn’t buy because X but would have bought because of Y and Z” where X is a benefit that they don’t need or does not apply to them, and Y and Z are also benefits that do.