90. Why Transparency Sells Better Than Perfection w/ Todd Caponi

<p><span style="font-weight: 400;">Buyers barely even read the product description anymore. 96% of us scroll right to the reviews because we want to predict what our buying experience will be like.</span></p> <p> </p> <p><span style="font-weight: 400;">The last thing we want is for an organization to over promise and under deliver. We long for transparency.</span></p> <p> </p> <p><span style="font-weight: 400;">In this episode, I interview</span> <a href= "https://www.linkedin.com/in/toddcaponi"><span style= "font-weight: 400;">Todd Caponi</span></a><span style= "font-weight: 400;">, Founder at</span> <a href= "https://www.transparencysale.com/"><span style= "font-weight: 400;">Sales Melon</span></a> <span style= "font-weight: 400;">and author of</span> <a href= "https://www.amazon.com/Transparency-Sale-Unexpected-Understanding-Transform/dp/1940858801"> <span style="font-weight: 400;">The Transparency Sale</span></a><span style="font-weight: 400;">, about why transparency sells better than 5.0 ratings.</span></p> <p> </p> <p><span style="font-weight: 400;">What we talked about:</span></p> <p> </p> <p><span style="font-weight: 400;">- How leading with your flaws appeals to the buyer’s brain</span></p> <p> </p> <p><span style="font-weight: 400;">- Sales theory from the 1920s… still valid?</span></p> <p> </p> <p><span style="font-weight: 400;">- Why buyers spend 61% of their time investigating your claims</span></p> <p> </p> <p><span style="font-weight: 400;">- Personalization & value will help your communication stand out</span></p> <p> </p> <p><em><span style="font-weight: 400;">Subscribe, listen, and rate/review the Customer Experience Podcast on</span></em> <a href= "https://itunes.apple.com/us/podcast/the-customer-experience-podcast/id1453581989"> <em><span style="font-weight: 400;">Apple Podcasts</span></em></a><em><span style= "font-weight: 400;">,</span></em> <a href= "https://open.spotify.com/show/6dv6SvwyqOI02pjzJ8srQq"><em><span style="font-weight: 400;"> Spotify</span></em></a><em><span style= "font-weig