You know they want what you're offering. You know they need it. Why, though, don't they buy? Or even worse, why do they choose to buy from your competitor when you offer something that is better, cheaper, newer?
Every purchase decision is based on an emotional reaction. If you're not succeeding, you're not engaging your prospect on that key emotional level. That's the basic science behind successful marketing campaigns. That's why the big corporations rarely fail at their ad campaigns. They know the science of emotions. They study their customers and know everything about how and why customers make decisions.
What do you know? Do you know if your customers are motivated by fear? Or joy? Or anxiety? Or pride? Or greed? Or an aspiration for something better?
If you don't know what motivates your customers' buying decisions, or you don't know what emotion is triggered when they buy from you, you better start figuring it out. Or you better hope that your competition is hiding in the same cave that you are in.
Many businesses are complaining that business is terrible. They tell me that prospects aren't buying. Chances are pretty good that those prospects aren't hearing what they need to hear in order to feel safe about their purchase decision.
A little market research will make a huge difference. Studying your customers will tell you a great deal about the emotional triggers behind their purchase decisions. And it will help you craft the messages that will connect to and trigger those emotional responses. The big corporations are constantly monitoring and studying their customers. Hhhmmm...maybe that's why they are so big and successful.
How much time have you spent in the past year studying and monitoring your customers? How much time are you willing to spend next year? Or maybe the real question should be, how successful do you want to be?
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