Today, I am going to suggest that you create a sheet, a one piece of paper, A4 or letter size, whichever country you are from, that is titled “Ten reasons people buy from you.”
Now what you are going to do is going to create this with a view to using it for your customers.
These can be potential customers, people that are not buying from you yet; these can be past customers, people who bought from you before but don’t buy from you at the moment.
And these can be current customers, people who do buy from you.
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What you want to do is to remind people, to give them the confidence that your product, your services is the one for them.
Now they may be nearly there, but why not reinforce? The heavier you can reinforce this the better. You can do it over and over, there is no limits to the depth you can go to to reinforce why people should buy from you.
People want to have confidence in their decisions; it doesn’t matter whether it come from you, power comes from recommendations or it comes from other places.
If you think of Christmas time, if you want to buy toys for kids, go on any site like Amazon
or any toy site, Hamley’s or something in the UK, Toys R Us, you will find lists, you will find the top five gifts for boys, the top five gifts for girls, the top five gifts for teenage girls.
Now the reason those are popular is because we are never entirely sure what to do, we want to crowd source our confidence, we want to know that everyone else is…what is everyone else doing?
And that’s why lists help and the top 10 reasons for people to buy from you is going to give them the tools to enable them to make that decision, to just clear that final hurdle.
Like in their mind they are thinking, “I don’t want to be stupid, I don’t want to seem like I am getting this wrong. What have I forgotten?” Why? If everyone else does it, they will do it.
Look at Apple, Apple products. Everyone has them, everyone loves them so you can feel very confident that when you buy, if you move to an iPhone from something else, you know it’s going to work, you know it’s going to be great because everyone else tells you. This is the same.
So, how do you come up with the list? Because you might be thinking, well what on earth can I come up with? How on earth can I come up with ten reasons?
Well, this also is a good exercise for you and your team. You may just be you, you, no staff, no team, no nothing.
In which case, what I challenge you to do is to grab a piece of paper and write down as many reasons as you can possibly think of for someone to buy from you. Anything, it can even be funny. In your final list I am going to suggest that you add a couple of bits of humour to add a bit of light-heartedness to it.
So any reason at all. Then write down the corresponding list of all the reasons you can think of why not to buy from you. And remember you are not going to give this out, no one is going to see.
If you have a team, ask every single individual person on your team that works for you to do the same. Now they work for you, why wouldn’t they want to do it?
This is their job, their job is to work for the business, their job exists to help the business grow. It’s not just for them, so part of their job should be to help the business grow.
In which case, we want to know what everyone else thinks and why we want to find the word, the language and this is all internal. This doesn’t even involve asking customers, so we are just going to fill this out internally.
You may even want to sit in a group and ask people. Get a flip chart and write them down, get people to show them off. Collectively people quite often come up with better ideas then on their own.
But if you are going to ask people, the best way is to sit them down in front of you, or sit them down and give them ten minutes or five minutes.
Say I am going to set the time, five minutes to write down ten things. Don’t let them go off and bring it back tomorrow, make them do it now to a stopwatch.
And that means they will come up with better ideas because they don’t think it through and they don’t have enough time to think “Well, I don’t know if that works, I don’t know if that counts. That may make me look silly.”
Get those ideas, then combine them into a list. Now once you have those reasons, ten reasons why people can buy, you need to word it in their language.
So whatever reason it is, for example a totally obvious one, if you happen to be, “Because we have the lowest prices in our industry.”
Now if that’s genuine, so remember, we want to be genuine, if you know someone else has cheaper prices, that’s not a reason.
If that’s a reason, that’s a feature, so you add on the end of it, to help you reword this into a benefit, you say, “Because we have the lowest prices in our industry so that you” and add something else, “So that you can feel confident you cannot buy, you are not wasting money because you cannot buy cheaper.”
Now you may the replace that with “You can feel confident in your purchase because you cannot buy cheaper, as we have the lowest prices in our industry.”
Now do you see how that’s more on their mind than yours? And that’s the way I want you to think about this.
Tuesday Toolbox Tip
Today is Tuesday, it’s time for a Tuesday toolbox tip and as I have been doing recently, is reminding us all about existing tools that are fantastic, rather than bring out brand new things to confuse you. Today, one of my absolute top five, I do not spend a day without using this, and I would not, not have it. So if you took it away, I would have to kill you to get it back. It’s Dropbox. If you have never used to Dropbox, which I might add is free; I personally use the paid version where, what do you get now? A gigabyte of space. I would have no qualms in using the two gigabyte version if I needed it. But Dropbox is free. It is build brilliantly to integrate on to your Mac or on to your PC. So when you download it and install it, it installs Dropbox as a storage system in your toolbar and in your folders, as if the Dropbox folder where you store everything, is on your hard drive; it looks like it’s on your hard drive, but the stuff isn’t, it’s up there. Just use it. And then, when you have a large picture, or a video or something like that that you want to keep a backup of, you can do that, you can set up automatic backups, you can use tools like IFT, Zapia and automated tools to integrate things together. But Dropbox has lots on information on how to backup your files, how to put things on there and how to share links. Click here to instantly download our FREE Book “The 71 Ultimate Marketing Tools”
If you’ve got a massive video you don’t want to download it and try and email it to somebody, you just copy the link which is just for them an email them the link.
They hit Dropbox and they can view the video and download it themselves. Job done. Easy eh?
Anyway, another final thing, Wednesdays, our expert interview series. Now do any of you use Facebook?
Have any of you tried Facebook ads? Do you know people who try Facebook ads and it didn’t work for them?
Well tomorrow, fantastic, we’ve got Nicholas Kusmich. Now you may not know the name, but very simply, he’s the highest paid Facebook ads consultant in the world.
He does Facebook ads for people like Tony Robbins. Do you think he might know a thing or two? You betcha.
Listen in tomorrow and you will find out.
