This is why people don't buy

--> even if they're ready

I’m sure you’ve heard me bang on about how the biggest reason people don’t buy is simply because they’re not ready.

That’s why we use email to keep in touch, keep adding value, keep building credibility and keep in touch so we’re top of mind when they’re ready.

But the truth is that even when people are ready to buy, more often than not - they don’t.

At least not from you.

Because most of the stuff people like you and me sell is scary to buy.

Often it’s expensive. But even if not, it has a huge impact on their business or lives.

Which means they need to be confident it’s going to do what you say it’ll do. They need proof.

Ogilvy famously said “"The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything."

Of course, that’s exactly what a lot of marketing is: huge claims with no proof.

And it works - if customers are desperate or gullible.

But for the kind of clients you and I want, you need more.

You need your potential clients to truly believe they’ll get what they need from you. And that means proof.

Proof comes at different levels.

You telling everyone how great you are is the weakest level of proof. Of course you’d say that.

Qualifications and awards give a bit more confidence. As do testimonials from experts. But winning an award doesn’t mean your stuff will work in the real world.

Guarantees imply confidence in your product. But then again, what good is money back if your business has been damaged by bad advice or poor service?

Customer testimonials show that your products and services work for someone - but your potential clients are always going to wonder if they’ll work for them.

Trials and tests (for example clinical trials for pharmaceutical products or “road tests” for consumer products) can give potential buyers a bit more confidence.

But the best form of proof is demonstration. Seeing something with your own eyes.

So for an expert or advice-giver, the best way to prove your advice or coaching or consulting actually works is to give advice and get your potential clients to try it out.

After all, there’s no stronger proof that your stuff works than getting them to try it and it actually working.

That’s why we “add value” in emails and other content. It’s not just to be nice. It’s not just for “reciprocation”. It’s because it can be the best way of proving that our services actually work.

But that means the advice we give (or at least some of it) has to have real impact.

It has to give quick results. Results in a timeframe that delivers proof before they need to buy.

Or if it’s not possible to deliver immediate results, it needs to give new insights and ideas that they’re immediately and 100% confident will benefit them.

Those are the kind of “value” to aim for in your emails.

Not easy every time.

But if you want people to buy, you have to ring that proof bell a few times.

- Ian