Selling to Skeptics

A Secret to Selling More in Tough Markets in Other Ways

Author: Russ Reynolds

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Pre order release date
1st January 2026

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Description

Discover the secret strategy used by some of the most successful advertisers online to convert jaded skeptics into confident buyers.

Selling in competitive markets is tough. And as big brands continue to pour money into online advertising, it's only going to get tougher. So, how do small business owners maximize their ad dollars to stay competitive? By crafting their sales argument to appeal to those with the biggest doubts.

In Selling to Skeptics, veteran salesperson Russ Reynolds shares a simple framework that turns even the most skeptical prospects into confident buyers. Those who learn and use the framework gain a competitive advantage in the marketplace, resulting in lower ad costs and larger conversion rates.

More than just theory, Selling to Skeptics contains case studies and real-world examples of this framework in action, empowering marketing professionals with a new understanding of how to sell online in a highly competitive environment and equipping them with a practical guide to quickly put their learnings into action.

About the Author

Russ Reynolds is a direct response copywriter and former award-winning Fortune 100 salesperson and sales manager with over 28 years of experience selling and advertising in some of the world’s most competitive markets – including weight loss, investment newsletters, and making money online. In these markets, Russ has written sales promotions that flopped miserably. And he’s written promotions that have pulled in millions in just days. From these experiences, he learned a simple truth: if you can sell the skeptics, you can sell just about anyone. After realizing the difference between the winners and the losers comes down to one thing, he developed a framework that gets even the most skeptical prospects to buy, paving the way for novice and veteran marketing professional alike to compete online with the biggest brands. Russ currently resides in the Stann Creek region of Belize.