I will reveal the secret psychology that makes your customers buy.
And before you ask, “Does this work for coaches? Or web designers? Or how about physical products?”
The answer is YES.
Because it’s not about your product or the system you use to sell your product.
It’s about the psychology of your customer. Know what makes them tick, and you can persuade them to buy.
The best part? Do it once. Collect on it forever.
You see, there are three types of people who could visit your website.
The Three Types Of People Who Visit Your Website
* There are people who will instantly buy what you sell.
* There are people who will never buy what you sell.
* And then there are The Sideliners.
Even though we’d love for most people to visit our site and buy what we sell without a hassle, the harsh reality is, most people who visit your site will be what I call a Sideliner.
And there are four types of sideliners:
1. The Indifferent
2. The Skeptic
3. The Worrier
4. The Procrastinator
Who are they? And what makes them different?
The Indifferent’s biggest barrier to buying is the fact that they’re thinking: “Does this really matter to me? Do I need it?”
Sometimes it’s true. Sometimes it isn’t.
The Skeptic’s biggest barrier to buying is the fact they’re thinking: “Who are you and why should I trust you?” It’s not that they’re cynical, or paranoid, or anything like that. Often times, these people are just new to your company and they’re not sure if you’re someone they can trust… or someone who’s trying to dupe them.
The Worrier’s biggest barrier to buying is themselves. Whereas the Skeptic questions you, the Worrier questions themselves.
You see, when you’re selling something, people have internal fears about “being the type of person” who can benefit from it.
As an example, someone might see a GREAT new dress shirt, but they might be thinking, “am I the type of person who can pull this off?”
The procrastinator’s biggest barrier to buying is, as you might have guessed, procrastination. This is something all human beings wrestle with, and it’s largely because we’re resistant to change. And while they may want what you’re selling, spending money hurts, and they’ll delay experiencing that pain as long as possible.
If you want to build Yes Engines that turn prospects into raving fans and clients, you’ll need to know how to:
1. Make the Indifferent care
2. Make the Skeptic trust
3. Make the Worrier stop worrying
4. Make the Procrastinator act now
When we’re first getting started, we get excited about what we offer to the world. We think people care about the things we care about.
But that isn’t true. People care about what THEY care about and that’s it.
And that’s why today, I want to show you how to address the concerns of each of these sideliners.
Because I believe, if you can get these sideliners to buy, you will be able to build that six or seven figure business.
#1 How to Make The Indifferent Care
The Indifferent’s biggest barrier is that they don’t care about what you’re selling.
When The Indifferent visits your website, or reads your blog, or sees a Facebook ad, if they don’t immediately get why they should care, they don’t. They’ll just click away.
But that doesn’t necessarily mean that they aren’t a good fit for your product or service. What it means is that you have to work a little bit harder to get The Indifferent to care.
Now, it’s tempting to blame The Indifferent for their attitude. We think, “If only they understood what I’m offering! If only they knew that I could help them! Why don’t they get it?”
But that’s an attitude that will keep The Indifferent on the sidelines.
The fact of the matter is that it’s not your prospect’s job to know why your product or service is great for them. They aren’t the experts. You are. So it’s your responsibility to show The Indifferent how what you sell aligns with their problem.
For example: I used to help a WordPress theme company market their themes to online business owners. But all they ever talked about in their marketing was how efficient their code was.
Newsflash: no one wakes up thinking, “I sure wish my code was more efficient on my WordPress site.”
People who buy WordPress themes for business want readers. They want to sell more products and services. They don’t care about efficient code.
So, in order to ensure that they were talking about their product in a way that their prospects would actually care about it, they started marketing it like this:
“Search engines openly admit they hate websites that have bloated code. And that they’d rank websites with bloated code lower than websites without it. It turns out most WordPress themes suffer from code bloat. We eliminate all of it from our theme.”
Once they aligned their product with a problem their prospects actually care about – ranking higher in search engines to get more traffic, readers, and customers – their sales went up.
And that’s what you have to do when you’re dealing with The Indifferent. You need to figure out what they really care about and then show them how your product or service will help them get it. You can’t make them want something they don’t already want. But you can connect what you sell with what they already care about.
This is, of course, something we cover in more detail inside The Yes Engines training that you’ll hear about next week. But for now…
Let’s move on to the next Sideliner: The Skeptic.
#2 How to Make The Skeptic Trust You
The Skeptic’s biggest barrier is that they don’t trust you. They don’t believe the track record of your company. They doubt your expertise. They may even go so far as to think you’re a scammer.
They’re putting a magnifying glass up to you and your business and trying to figure out if you’re the real deal.
Like with The Indifferent, sometimes we blame The Skeptics for their attitude and get defensive. We greet their skepticism with something like, “No, you’re wrong! I’ll prove it to you!”
This will only drive The Skeptics away. They’re already unsure if they can trust you. There’s no reason to give them another reason to doubt your expertise by reacting like a hot head.
Instead, you should welcome skepticism. The Skeptics already want what you’re selling, they’re just not sure if they can trust you yet. And again, it’s not their job to figure out whether or not they can trust you. It’s your responsibility to show them why they can trust you.
By offering proof that your product or service works. Prove to them that you can deliver on your promise.
For example: You’re a health coach who sells an online membership program. One part of your program is a fool-proof method for exercising so that it builds muscle and burns the most calories in the least amount of time.
A Skeptic might think, “Why can I trust you? I’ve signed up for other online exercise programs before and they were terrible. How do I know you can get me the results you’re promising?”
So what should you do?
You need to give them some proof and show them how what you do can get them the results they want.
You can put together a free ebook with just a taste of your exercise program. Maybe you offer them 7 15-minute workouts they can do before they leave for work in the morning. Then, you can encourage them to commit to doing these workouts every morning for 7 days.
After the 7 days, if they see results, they’re going to trust you and invest in your online membership.
Now let’s talk about the third Sideliner: The Worrier.
#3 How to Make the Worrier Stop Worrying
The Worrier’s biggest barrier is themselves. They can’t stop WORRYING. They always think, “I’m not the type of person who can pull this off. What if I try and then I fail? Will I feel stupid later if I buy this?”
The bottom line is: Worriers don’t think they’re the kind of person who can change, learn, or benefit from your product or service. And that’s what keeps them from buying.
Now, most people think that the best way to deal with The Worrier is to tell them not to worry.
How do you think that plays out?
Instead of getting The Worrier to stop worrying, it pushes them away.
For example: You own an online clothing boutique. You discover that one of the big reasons for why people don’t buy is because they’re afraid they’ll make a purchase and then regret it. Maybe it doesn’t fit. Or they feel like they look bad in it. Whatever the case, that’s a huge worry that keeps people from buying.
So what should you do?
Well, you SHOULDN’T say, “Oh, don’t worry about it! You’ll look great in this!”
Instead, you can offer free shipping on returns to make it easier if they’re not satisfied with their purchase. Or you can offer a unique sizing chart so they know exactly what size to choose.
But the point is that you MUST anticipate and address the worry before your prospect even thinks of it.
Now, let’s talk about the final Sideliner: The Procrastinator
#4 How to Make the Procrastinator Stop Procrastinating
The Procrastinator’s biggest barrier is procrastination.
Unlike The Indifferent, these Sideliners already want what you’re promising. Unlike The Skeptics, they already trust you. And unlike The Worriers, they believe that they can benefit from what you’re selling…
…But there’s still something holding them back.
They think, “Do I really need this now? Can I wait and see if something better comes along?”
For whatever reason, they don’t see why a purchase has to happen right now, so they put it off forever.
How can you get The Procrastinator to act now?
Well, a lot of people go about this the wrong way. They use scammy tactics and say things like, “Only one more left, buy now!” when, in reality, it’s just not true. No one likes to feel pressured or manipulated.
The good news is that you can get Procrastinators to act now without being sleazy. How? You need to show them how acting now is in their benefit.
Let’s say you’re a personal trainer trying to fill your schedule with new clients. You know that a lot of your clients are Procrastinators.
They think, “Maybe I’ll hire a personal trainer next month. There’s no reason to pull the trigger now.”
What you can do is, for a limited time, offer them something in addition to personal training sessions. Something like, “If you sign for 5 sessions this week, you’ll get a free ebook with healthy recipes to supplement your training sessions.”
The point is that you can get Procrastinators to act now by giving them an incentive. (But don’t discount)!
Now that you know the 4 Sideliners and the psychological barriers that keep them from buying…
…Keep watch for more emails coming soon.
In the mean time, I have a question for you: what sideliner do you encounter the most in your business? How do you deal with them?