Why they aren’t buying (from you)
You are good at what you do.
You have an excellent (fill in the blank here) __________________
Your website is done
Your shopping cart or paypal is hooked up and you sent an email to your list pointing to your beautiful sales page (that you’ve been laboring over)
You’ve emailed your list, you’ve tweeted and updated and shared and even youtubed your offer.
Then you made yourself a frosty drink and kicked up your feet, prepared to listen to the ka-ching of your shopping cart go off all day while your sales rolled in and the herd of eager buyers stampeded your site.
Right? Well, in the words of the philosopher Dr. Phil — ‘how’s that workin for ya?’
It happens. It’s not uncommon. It’s discouraging and…it’s fixable.
I don’t proclaim to be the ‘most high’ marketing expert. I’m not at expert at conversions and diagnostics. But I do have a theory and some quick-fixes that tend to work for my clients and I.
I believe your offer probably lacks one or all of the following:
Urgency ==> As humans, we are wired to want to make the right decision. Translation: we have a fear of making the wrong decision. Which means quite simply, we will put off the decision as long as possible in the hopes that we don’t have to make it at all.
So deadlines on offers, expiring bonuses, payment plans that lapse and pricing that escalates are all ways to communicate urgency. Why your prospect needs to make a decision. The truth is — I just want a ‘yes’ or a ‘no’
To buy or not to buy, that is the question… the death of your offer is the NON-decision. The ‘I’ll think about it later’ factor. Ackkkk…recheck your offer and make sure you have SOME type of Urgency.
Scarcity ==> Do you have limited space in the room? Are there limited lines on the call? Is the webinar access limited? Do you have bandwidth to just coach xx amount of clients? Do you have a physical bonus and only xx copies?
As humans, we’re often more motivated by what we’re afraid we’ll miss out on that the really cool thing we’re going to get (ie your product).
So, how can you add scarcity? Again, we’re not manipulating your prospects, we’re giving them reasons to make a ‘yes’ or ‘no’ decision.
Awareness ==> So, you put up a sales page. Yippee, you blogged. Hooray for you tweeting your offer. Kudos to you for emailing your list. So what? How many messages and emails and incomings do you get per day?
It’s NOT your prospect’s job to remember you are in business. It’s YOUR job to remind them. It’s YOUR task to keep them aware of the 1) scarcity and 2) urgency and 3) you
Email them again with new content or a reminder. Make your subject line super-clear [Expires today] or [1 day left] Friendly Reminder. The lifespan of a tweet (depending on # of followers) is about an hour. If I tweet ONCE about a killer offer…very few of my audience sees it! Facebook it again and ask your network to ‘share.’
Is it good? Are you proud of it? Are you convinced you’re solving a problem in the market of (insert your niche here) _________________.
If so – then you need to evaluate your offerings through a lens of:
And make SURE that you are empowering your audience to make a decision. Otherwise…they will decide to decide later and that’s really no decision at all.
I’d love to hear below what some of your favorite decision triggers are: Deadlines? Bonuses? Limited Slots? Exclusivity? Let’s talk below!