What Is Stopping People From Buying Your Product?
One thing I have always done when it comes to online marketing is turning to what I know, what I have an educational background in, which is Psychology. When you are selling a product, you are communicating, and that’s what I find myself enamored with.
What can we do to boost our level of communication when trying to sell something?
Well, there are a million reports on what people buy and why they buy, but when you are a beginning marketer trying to gain clients and customers, a lot of the time what is more important is why they are not buying. It is easy to measure success by sales and scale that up, but what about when people aren’t buying? What is keeping people from taking that last step and buying your product?
Have you ever sat on a products landing page, staring at the sales copy, 100% convinced that this was the method or system for you? What held you back from spending the $197 or $79 or however much it is on the product that you are sure can change your life? This is happening on your product page, possibly dozens of times a day, but what is it that is holding a buyer back? It’s simply one word that seems to rear its ugly head often in a budding entrepreneurs life. That word is FEAR.
The one thing that is very important to understand, and I am sure that anyone has spent dollar after dollar on that next magic product, is that this fear is fully warranted. I want to talk about the different types of fear that a buyer has, and what you can do to put that fear to rest.
Fear of Wasting Money
This is easily the most common fear that many prospective buyers have. Why is that? Most internet marketers have already spent far more money than the products that they have bought have led them to earn. Yes, some of that is due to lack of taking action, but to use an example regarding music, which is something I am familiar with. I let you listen to a song I produced, and tell you that you can do it just as easy and have a number one hit, all you have to do is buy my software. Now you open the software, it looked like a NASA spaceship panel and you are left scratching your head. All you have left to think about is that music producer who made it look so easy to be the next superstar. Are you going to be so willing to buy the next piece of music software you see? Probably not. You can eliminate this fear by consistently providing good information. When you offer free content, make it worth their time to read, and when you sell a product, be sure that it does what it promises to.
Fear of Outside Criticism
I know it sounds kind of silly. We are mostly mature adults in the internet marketing world, and what we should be concerned about is making money, however good ole human nature gives us a need for acceptance from our peers. It is really more specific to the fear of criticism for failure from out peers. Back to the music analogy, you tell all your friends how awesome your new songs are going to be, how you will be producing hits in no time. You get all your friends around and you open up that software, all you can eek out is a few notes that sound like cats dying. You know look like an idiot to your friends, and being the good friends they are, they will let you know about it at every chance they get. Are you going to go out on a limb for something just to be made to look like a fool again? No, you probably are not. Again it goes back to providing a quality product, or service or whatever it is that you are trying to sell, and conveying that in your copy. You need to make sure that your prospective buyer understands that you are not going to leave them in a room full of people with their pants around their ankles. If you make them feel like what they are about to buy is something they are going to be proud to show off to their peers, then they are going to buy.
Fear of Feeling Like an Idiot
This is basically a culmination of the other types of fear that we feel as prospective buyers. After your brain, motivation and self confidence has been kicked around by every online guru because the promises on the sales page didn’t match the end results, this fear grows. I personally have felt like a total idiot for spending even $7 on a report that wasn’t anything more information listed on every website. The next product that comes along has a huge challenge in front of it because I am feeling stupid because I basically had just been had. I want to be able to trust myself that the product will be great, but I can’t help but think how dumb I felt before.
Squashing the Fear
So how do you as a internet marketer kill the fear that their prospective buyers and clients have? Beyond what was already mentioned, there are some other things you can do. Just like communicating face to face, you need to build trust and show transparency. If you truly support your product and what it stands for, then include real contact information so that if they have a question, they can contact you.
Do things that are constantly building credibility for both you and your product. It does not take much more than a slight misstep to lose all credibility and trust, especially the way that the internet spreads information like wildfire. Kill the fear of your prospective buyers, and awaking the profits from your products!
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