Three Ways To Make People Buy Your Stuff
It is critical to know your product, or your service, inside out. Naturally, it makes sense that it is very hard to sell your product (or service) without having a complete understanding of what you provide.
But far more important than understanding your product (assume I mean product or service), is understanding your prospects, your potential customer.
And even more important than that, is understanding why people buy.
There are three things you need to understand when selling, and I want to share with you those three secrets. These are not my opinion.
And they can be applied to selling a cup (we’ll come back to the cup soon), or a private jet.
The same three things can be applied, no matter what you are selling.
Whether you are selling physical products or a service, again, the same three things apply.
The first is emotion.
People do not buy rationally. They buy emotionally and back it up rationally.
Even when people need to buy something, such as a new washing machine, the choice on which to buy starts with emotion.
- Will it look good in my kitchen?
- Can I save time with a bigger load in a wash?
- Will it same money due to its efficiency?
- Will it reduce my bills?
- Is it better than my neighbours?
- Did it get recommended by someone I trust?
The logical decision is rarely the final decision!
So you need to understand the emotions of your buyer. Which emotions will they be feeling when they are considering buying from you?
- It might be greed (I want a bigger one, or a cheaper one).
- Fear (if I don’t buy this…)
- Jealousy (they have one, I don’t)
- Wanting to help (if I buy this, others will benefit)
And so on. Every emotion may be the trigger for your customers.
If you understand what emotion you can tie in to, you can increase the feeling that they have.
I was in Amsterdam last year, and I walked past the Harley-Davidson shop. Now I’ve always been a rocker at heart, but never owned a bike. But I love their leather jackets!
I wasn’t going to buy (you know what’s coming…) but I dropped in to look around. A helpful salesperson came over and didn’t (didn’t!) try and sell me a jacket.
This is the key thing – he didn’t try and sell me the jacket. He didn’t tell me about the quality of the leather or the workman-ship. He didn’t mention the price.
Instead, he just said “here, try it on”. How did I feel?
That’s the critical point here. I felt bloody great!!
He didn’t need to ask. Instead he did something better.
And we will pick up this story in a short while!
So, the critical thing to understand is that emotions are the first and equally important factor in making a sale.
You’ve got to first understand what emotion your prospects will be feeling, and then enhance, and introduce, positive emotions.
Second, in addition to the emotions on which people base their buying decisions, is knowing their pain point.
By pain point, I mean the reason why they are buying in the first place.
People do not buy their way in to something, they buy their way out.
The classic example is the hole in the wall. I want a hole in the wall, to put up a shelf. So I need a drill. I don’t want to buy a drill. I don’t want to spend money. But I do want a hole. So I need a drill.
Buying the drill solves my problem. It removes my pain point.
If I sold drills for a living, and I could contact everybody who wanted a hole in a wall but didn’t have a drill, I would have a successful business.
So the task you have, is to understand your prospects pain point. What do they actually want? They might need your product or service, but they don’t want to buy it.
But they do want to solve their problem – their pain point.
This all goes back to thoroughly understanding your customers. You must know them better than you know yourself. If you know what they want, coupled with the emotion that’s driving it, you are in an excellent position to convert them.
Consider then, what your customers want, that will make them need your product. What problem are you solving? What pain point are you removing?
What BENEFIT does your product or service bring. This is not about features. The benefit of the drill is that it can make a hole. This is the pain point being removed. The speed of the drill is not my priority, I want to know it can make a hole in the wall.
The fact it is cordless is a feature. The benefit is that I don’t have cables hanging around, it is portable and wherever the hole is needed, the drill can be used.
You must know what benefits your product or service brings to remove the pain point. The feature will not remove it, the benefit will. After all, the ultimate benefit is that their pain point no longer exists.
If you can remove that point of pain with what you are providing, you have nearly made your sale.
So why nearly? Because there is the third secret to selling you need to know, in order to close.
FACTS TELL. STORIES SELL.
You have considered what emotion your prospects will be feeling.
You have thought about what emotions will make them feel like buying.
You understand their pain point, and how you can remove that pain point.
But the problem is that (unless you are very fortunate) there are many options still available to the customer.
A quick search on the internet and your prospect suddenly has many options to choose from.
So you’ve tapped into their emotions, you’ve solved their pain point, before they go searching you need to close the deal.
A little side note that there are various types of customer, and not all will convert (otherwise we’d all be millionaires!). The T4S “Traffic for Sales” book talks more about this in detail.
But let’s close the deal!
Humans, since they sat around camp fires, love a good story. We talked about this earlier, and this is the third and final secret to selling.
Back to my leather coat! The salesperson, who by now has got me feeling great, and fulfilled my emotion, and triggered my pain point…. goes for the kill!
He tells me how this leather jacket is the same as Dr. House wore in the popular TV series. He strikes gold as I loved that TV series. Now the leather jacket is not just a leather jacket, it’s the same as Hugh Laurie wore as Dr. House.
Not only do I feel great (actually even better now), we are discussing the episodes in which he wore it. I’m standing there in the jacket and of course, I don’t want to take it off.
All I want to know is the price (which defines me as a type of customer, more on that in a second).
But first let me stress, facts tell, stories sell.
The salesperson still hasn’t talked about the features of the jacket, none at all. He is letting me make my own mind up. I am the person I listen to first when buying something. The single best way to make a sale is by getting the prospect to make the decision themselves.
By providing a story, you are making your product different to the rest. You are giving credibility and validating the decision to buy.
If you are selling a personal service, the story can be you. How you arrived where you are, the struggles and the successes. Things in your life that people can associate with.
If I told you that I can provide a service supporting you in digital marketing and selling online, you would think (quite rightly) that there are many (many!) people offering the same service.
So let me tell you a story.
When I was 21, working at Suffolk Health Authority as a young IT support officer, I realised that the NHS in the UK did not have a website. Rather surprised, I registered the domain www.nhs.org.uk and put a load of public domain information on it (about NHS organisations, contact details, performance tables, etc).
Within a week I had the National Horse Show (“NHS”) call to shout at me for using their domain name (their domain name?!), I had my employers threatening me with the sack and the Department of Health threating to take me to court over the Official Secrets Act.
But of course I was young and naive. So when the Department of Health offered a job to do it for real (or go to court) I took it. I launched the first website on the NHS Intranet (second largest private network in the world at that time, based on employees).
Still the NHS didn’t have a website!
At an NHS conference in Harrogate one year where I was speaking, over a bottle of wine with a lady called Carol Aston, I planned out a website for the NHS. For a year I spent my days “selling the idea” to the Government in Westminster.
Eventually www.nhs.uk was launched and now gets around 30 million visitors a month.
I left the NHS to join a media company in London as IT Director, which we successfully floated on the stock market. Following that, I set up Web Technology Solutions Ltd and have been advising businesses and the government ever since on how to make the most from being online. I have now launched T4S.site (so happy!).
That’s my story. You may not be interested in improving your digital marketing strategy, but if you were, I would hope that the story is unique and sparks your interest. So you need a story. For you, or your products. Something that makes it stand out from your competitors. Something to tell your audience.
You are not persuading or using sales tactics. You are simply letting them decide to buy.
Your (or your product’s) story, coupled with emotions and pain points are the three things you need to make a sale of anything to anyone.
Loads more Blog articles!
It's rare you don't have a button on your page, maybe you have more than one. So how about some top tips for buttons? What should they look like? Where should you put them? How many should you have? What should be on them?
Posted July 8, 2020
If you are using a custom domain name with T4S.site then you must read this, as you have a deadline of 27th June.
Posted June 13, 2020
If someone was talking about you, in a room that you are not in, what would you want them to say about you? This is your brand. Let's discuss how you can stand out from the crowd.
Posted March 16, 2020
The temptation, with your incredible offering, your ultimate product or service, is to dive into something like Facebook Ads, and spend, spend, spend. But don't! Instead craft, test and scale your message. Your promise. Your offer.
Posted March 9, 2020
I want to touch on the 3 types of traffic that you will get to your website or online sales funnel. So what types of traffic exist, and how can you bring that traffic to your online funnel? Paid traffic, referred traffic and Earned (free) traffic.
Posted February 29, 2020
NEW! Upgrade to the page editor! (and a new page element) Three new things to tell you about: 1) Quickly insert new page elements above or below. 2) New organised way to choose new page elements. 3) New page element! The Audio Player.
Posted February 27, 2020
The Ansoff Matrix. When I did my MBA, we covered the Ansoff Matrix, and it is a key element in understanding how you will grow your company or your business. And the great thing about it, is that it is a simple concept that can be applied easily. To model different growth strategies, Igot Ansoff created a simple matrix - as shown with this article - that allows a company or business to focus its strategy to acquire new customers.
Posted February 26, 2020
By knowing where your company stands, it will allow you to construct a marketing angle to efficiently and effectively capture the market you want. Here then, are the 5 Stages of Market Sophistication discussed by Eugene Schwartz.
Posted February 25, 2020
Heads up! This is probably the foundation of your business - and I’m not exaggerating.
Posted February 21, 2020
You will, I am sure, already have dealt with all “types” of people - your customers, or potential customers. To be able to create a strategy and system for selling, we need to be able to plan accordingly. It is not feasible to plan for every single customer, so to help us, we can categorise them and create a strategy for each.
Posted February 20, 2020
Far more important than understanding your product (assume I mean product or service), is understanding your prospects, your potential customer. And even more important than that, is understanding why people buy.
Posted February 19, 2020
Fancy highlighting some text in bright yellow, pink, green, blue or silver? Like those highlighter pens? And how about buttons that change color when you move your mouse over them? This is how.
Posted December 6, 2019
Get FREE access to the T4S Bootcamp and physical copies of the "Traffic for Sales" books!
Posted November 30, 2019
Give visitors content for free, as a teaser, to get them hooked, and then when they hit a locked page you present a sales page for them to pay to carry on.
Posted November 12, 2019
You can now cut, copy and paste! One or more elements at a time, cut or copy and paste to same page, or different page in your funnel ... even to another page in another funnel!
Posted November 7, 2019
Refreshed for your enjoyment! Need to know, or need to refresh, how to set up payments for single or recurring? And what the options mean? Then put the kettle on, and take a look.
Posted October 24, 2019
And, I've updated the tutorial page with a handy video, that takes you through one step at a time. It's as simple as 1, 2, 3.
Posted October 1, 2019
A brand new page element for you - progress bars! Those nice graphical representations of progress.
Posted September 23, 2019
What to add a shadow to an image, or, well, any element? Yep - you can.
Posted September 23, 2019
If you're selling anything from a book to consultancy hours, you can now let people buy more than just one.
Posted September 17, 2019
All you have to do, is log in daily to T4S and watch your T4S Marketplace discount grow! Instantly, anything on the T4S Marketplace will have a discount applied. Right up to 99% off!!!
Posted September 16, 2019
With the new Stripe checkout, comes the first extra feature - product image on checkout.
Posted September 13, 2019
T4S.Site is now using the new version of Stripe. Right now, it's operating "as it was" (other than their new checkout page), but there are some potential benefits that we can now add. In addition to the added security for your users.
Posted September 12, 2019
On a per page, per user basis, users can make notes and save them for when they return. Perfect for courses and membership areas. Use on individual pages, certain pages or perhaps one page for notes.
Posted August 4, 2019
A new page element - Search - adds a search to your funnel. Perfect for courses and membership areas.
Posted July 30, 2019
You may remember that I mentioned Stripe is changing. Indeed, you may be getting emails yourself if you are using Stripe. So here's an update on research and testing so far...
Posted July 9, 2019
You can now use CTRL + ALT + V (or CTRL + OPTION + V if on a Mac) to quickly preview a page, along with the other keyboard shortcuts. Also, duplicate page drops the new page below the old one. Much better.
Posted June 27, 2019
Get your colors and brand all spot on with this brilliant way to pick a color from any image on your page!
Posted June 21, 2019
If using Stripe, you'll need your test and live, publishable and secret keys. This is how to find them.
Posted June 21, 2019
Maybe you want to change a page URL but already shared it? Or a temporary promotion? Send one page to another!
Posted June 21, 2019
Set the space between lines of text to what you want. Also referred to as line height or leading, you can now spread out your text!
Posted June 21, 2019
Forums are brilliant for engagement, return traffic, support, community spirit - the list is endless with this new Forums page element!
Posted June 21, 2019
How an accountant used the power of focus in his marketing to succeed by NOT selling to the world.
Posted May 22, 2019
Create unlimited quizzes, with questions and answers. Include results for your members and generate certificates their name for downloading.
Posted March 19, 2019
Latest changes for March 2019. New features that you should know and might want to know.
Posted March 8, 2019
Gosh! There were rather a lot of new shiny things to play with, that came with the February 2019 update.
Posted February 19, 2019
Don't be afraid of webinar funnels - they are used because they are incredibly successful. Find out how to create your awesome webinar!
Posted December 9, 2018
I've been told it's worth everything from £99 to £699 so I'm going to do a special launch price at the lowest! JUST £99! That's about £1.62 per video. The value, know-how and actions you'll get from each must be worth £1.62?!
Posted October 18, 2018
A fast track guide to your first experience with T4S Traffic for Sales after logging in for the first time.
Posted October 8, 2018
It’s critical when selling, to know who your perfect customer is. Who you should be selling to, and how to find them – and then how to make it clear that they should buy from you (and why). The worst answer you can give to “Who do you sell to?” is “Anyone”.
Posted October 7, 2018
It's about time your thought about how those affiliate marketers are successfully making a passive income that grows every month!
Posted October 3, 2018
So what are funnels? Click funnels. Sales funnels. Online funnels. Marketing funnels. Lots of names, but funnels is what it's all about. So "Funnels Basics" - what are these funnels all about?
Posted September 26, 2018
"When I told them about my online course they laughed. But when I started to make money!" Let's face it... You know something that others would pay you for. Learn how, with a full course template with payments, pages - the lot!
Posted September 5, 2018
Being funny, making friends, licking your elbow... all hard to do. But the good news, particularly if your funny bone popped out at birth, is that there are some key principles - a formula if you will - that you can follow to “be funny”.
Posted August 26, 2018
106 of the most Tested and Successful Headlines ever written by the great John Caples - for your inspirationBlog Articles, by Simon Goodchild
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” - David Ogilvy
Posted August 24, 2018
Have you heard the one about the copywriter who didn't use stories? No, I didn't think so.... This is why!
Posted August 22, 2018
Before we start on this topic, let me clear up one thing. The word “hacking” nowadays brings up pictures of annoying teenagers illegally breaking into computers, using some magic technique (which, by the way, are 99% made up or unrealistic!). But this is NOT what it means!
Posted August 21, 2018
Getting a post to go viral is tough. It’s worth saying that before getting into the theory of making content go viral. So if you want a post to go viral, before anything else you need to know what triggers “virality” in the first place.
Posted July 28, 2018
2.2 BILLION PEOPLE!!!! Surely, your target audience is likely to be in there somewhere? Follow these steps to make Facebook your success story.
Posted July 27, 2018
Unless you are very fortunate, what you offer is not unique. Your potential customers have choices. So use your brand to stand out!
Posted July 20, 2018
The temptation, with your incredible offering, your ultimate product or service, is to dive into something like Facebook Ads and spend, spend, spend. This is how you should do it.
Posted July 9, 2018
A key component of selling is understanding how aware your target audience is of your offer, so you can tailor your message accordingly. These are the 5 stages of awareness.
Posted July 6, 2018
When selling, you will convert less if you go straight for your core offer. This is the biggest mistake you can make. This is how to do it right.
Posted July 3, 2018
Get a free copy of my new book "Sales Funnel Secrets" before it is released!
Posted June 20, 2018
You hate them, I hate them, so why do they exist? Because this is how they have been proven to work (sorry).
Posted June 12, 2018
Free eBooks are brilliant lead magnets. This is how they get you your ultimate sale!
Posted June 5, 2018
What do I mean? Well, when you are selling, you typically ask for payment for something small, of tremendous value. A no brainer. A lead magnet. A $7 something. And then...
Posted May 17, 2018
Support your copy or call to action, counter objections, use social proof strategically, support the argument you’re making and the story you’re telling and humanise your marketing with social proof.
Posted May 16, 2018
The good news is that Google does index embedded content with iframes. But what are they? And why should you care? Plus one thing you must do, to do it right.
Posted May 14, 2018
They are a core tool for conversion experts, so why should they be used with caution? Well first, we need to understand what sort of heat maps exist, and which are good (and bad) to rely on.
Posted May 13, 2018
Covers all the expected "sections" of a long sales letter page. Use and adapt to your own niche. Remember, it's about the visitor, not you (apart from the credentials section).
Posted May 12, 2018
I thought I'd explain how urgency with countdown timers increases conversions rates, based on proven market testing. With some amazing results.
Posted May 12, 2018
It may sound too good to be true, but through affiliate marketing you can make money while you sleep. So let's consider it in more detail.
Posted May 10, 2018
You don't just create a set of web pages and call it a day, thinking job done. Your entire sales funnel is a series of steps, using your web pages (your online sales funnel if you like) as the foundation. And this is why.
Posted May 9, 2018