Do people have reasons for not buying from you? Yes, they do.

We're Kennedy and Carrie, and today we're sharing the three subconscious questions people have that stop them from buying from you. It's super important you answer these exact questions in your marketing and sales copy because people can't and won't buy unless you do!

Ready to find out what these questions are and make more sales in your business?

Let's go.

SOME EPISODE HIGHLIGHTS: 

(0:30) Want to carry on with the conversation? Join our FREE Facebook group. 
(2:44) Check out our sponsor - Zerobounce! 
(3:34) Question one - will it work for me? 
(7:47) Question two - how long until I see results? 
(11:17) Question three - how much work will I need to do (and how much will it cost?) 
(18:18) Find ways to give people immediate gratification. 
(22:15) Join The Email Hero Blueprint. 
(23:34) Subject line of the week.

1. Will it work for me?

Before they buy anything from you, people want to know if your solution will work for them. And you can answer this question in many ways. For example, will your solution work for their level of experience? If they're a beginner, will your resources work for them, or are they too advanced? Equally, if they're already experienced in this area, will your course or programme still give them results?

Show different people (and someone who's ‘just like' your prospective customers) being represented in your case studies, testimonials, and the success stories you share when you make an offer. Every time you do that, you overcome an objection someone might have.

When thinking about representation, it’s not just about age, race, or gender – it’s about representing people who have the same objections and obstacles as someone in your audience who hasn’t bought from you yet. Although of course representation at all levels is always beneficial and important. Because people who are not represented in your marketing will quickly assume your solution isn’t for them (rather than get in touch and ask). And if you miss out on answering this important question, you'll lose the sale!

2. How long until I see results?

People want to see results quickly – we've all been conditioned to expect an ROI. So to answer this subconscious question, showcase people who got results on different timelines.

It could be that some people got results quickly and others took longer. Show them both. You may have someone in your audience who knows they don't have the time to implement your solution just yet, but they want to grab the existing deal or offer. If you show in your marketing that some of your clients or customers got results months (or even years) after buying your course, you'll give the prospects in your audience the reassurance they need to go ahead and buy.

You may also have people who get results over time because they implemented incremental changes by doing a bit of work on your programme every week or every month, for example. In our business, we see students creating a new email marketing campaign and adding it to their ‘train carriage' every month, for example.

Show enough variety to prove that people get results in different ways and different timelines. Sometimes, the spectacular success stories of someone who bought your programme, blasted through it in one month, and got extraordinary results could hold other people back from buying – because they know working at that pace wouldn't work for them.

3. How much work will I need to do?

People worry about how ‘uncomfortable’ they’re going to get when it comes to doing the work that's outlined in your course or programme. How much effort does your programme require? How much time will it take to implement? What will they have to sacrifice to be able to do this work?

As human beings, we worry about having to spend extra time or money to get results. Are there going to be additional costs in implementing your programme? Do people need to buy something else, too? Whatever the answer is, let people know. For example, one of the key points in our marketing is that help people to make more sales from their existing assets – from the list of subscribers they already have. So we say that a lot.

Another thing that people worry about is the perception that others have of us. In other words, we worry about judgement. Carrie calls this ‘the invisible audience’ – it’s a sociological phenomenon that determines how people make buying decisions. It's a big cost. Because on a subconscious level (or quite more openly, thanks to the pressure from social media), we worry about not fitting in or being different. Carrie’s advice on this is to worry less about other people’s opinions and their approval or disapproval. Just focus on serving your customers and doing that well.

Worry about the impact on your family and your bank account and focus on what’s important to you. Because when you do, criticism and judgement from others start to matter a lot less. So make your own, robust rules, and you'll find that what others think doesn't matter.

Find ways to give people immediate gratification

Here's an extra tip – as soon as someone buys something from you, find a way to give them some sort of immediate gratification. If you sell a course or a programme, people probably won't get results immediately, but maybe you can give them access to the first module of your course, a checklist, a short video to watch, or some content to read. That's instant gratification.

When we launched our high-touch, intensive programme, we were asking for a big commitment and investment from our clients, so as soon as they signed up, we gave them the calendar of when the live calls would happen. This gives people the reassurance they need that the programme is real – it gives them certainty.

And remember that the overarching fear people have is to fail themselves. No one wants to look foolish! Whenever we buy something that requires our input, we worry about whether we have what it takes to make it work and get results. This is why representation, reassurance, and giving people quick wins matter. You want people to be proud of themselves.

The more you can build all these elements into your checkpoints, your marketing, and your pre- and post-selling content, the more people are likely to buy and then follow your teachings. But first, teach them how to be proud of themselves. Sell them hope they can do this.

Join The Email Hero Blueprint

If you want access to all our proven email campaigns and processes, check out our programme The Email Hero Blueprint.

Subject line of the week

This week’s subject line is “Do this today.” There was no lesson or teaching in this email. It was about encouraging people to take a small, micro action to watch a short sales video. The subject line is very action-oriented, and you can use it for loads of different things. So check it out!

Useful Episode Resources

Related episodes

How To Sell More By Tapping Into The Power Of Buyer Psychology In Your Email Marketing.

What To Send In Your New Year’s Emails To Get Your Clients Excited About Your Business (And Buy From You).

How To Prevent Buyer Remorse And Turn Customers Into Raving Fans!

FREE list to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.

Join the FREE Facebook group

Do you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint 

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Want to connect with Carrie?

You can find Carrie on her website or at Fully Leveraged Business. 

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