Why People Buy

You *Should* have been sent here by the little “Why” Test!

(if not, click here to go back and take it first, this will make so much more sense;-)

yinYang

Right, here’s what the test was all about, actually, it’s 2 closely related points, so let’s look at these 2:

The “yin” of the test – or, your answer to the FIRST question of the test:yinWhiteBGS1

First of all, let’s assume you started with a typical Internet marketing problem, like

  • I need to build a list,
  • I need to get into social media
  • I need to get traffic to my site

or even something as fundamental as “I need to decide which path to take through this IM jungle“.

Now, typically, you’d love to have a solution to that problem – otherwise you wouldn’t be looking for information on this particular subject.

And that’s exactly where the gold is:

All the other 6.999999999997 billion people out there who are not in Internet Marketing, they all have problems, and they’re looking for solutions.

And people WANT solutions to their problems!

Which is obviously where you come in;-)

But, in practice “which niche do I go into (where people will actually buy from me) & how do I figure out what people really want so I can give it to them” is easier said than done, right?

A couple of the reasons WHY it’s so tricky for most:

Your prospects need to be aware that they have that particular problem, otherwise they are not looking for a solution.

On top of that, they have to WANT it, not just NEED it as this conversation between Wolowitz and Sheldon illustrates:

Wolowitz: “So, listen, what are you doing tomorrow afternoon?”
Sheldon: “Be more specific.”
Wolowitz: “4:30.”
Sheldon: “That’s not afternoon. That’s prevening.”
Wolowitz: “What?”
Sheldon: “It’s a time of day I invented. It better defines the ambiguous period between afternoon and evening, prevening. I’m fairly certain it will catch on as it fills a desperate need.”

Yet, despite ‘intellectually’ knowing this, far too many entrepreneurs either invent the better mouse-trap (the stuff that is awesome, and if people only understood that they need it, they’d surely want it), or they go with high search-volume in the keyword tools and then pursue those keywords.

Listen, a common problem will typically result in lots of search-volume, but the reverse it not true.

“Angelina Jolie” is a very popular keyword, yet it’s not a problem you can solve for many people apart from Brad…

Take-away: figure out what common problems people have, then give them the solution to it.

Ok, that was the beginning of the survey, but there was a reason I asked you 5 times “WHY” that was important:

yangWhiteBGSThe “yang” of the test – or, your answer to the LAST question of the test

Right, over time you get better at doing this Internet Marketing thing, and you figure out that you need to give people what they want (and trust me, if the above sounds ‘obvious’ – the fact that most offers bomb proves that the majority of marketers get it intellectually, but don’t really ‘get it’ – and there’s nothing to feel ashamed of here: it is near impossible to truly see the world from someone else’s perspective …)

And then you go: “so, you want list-building training, here’s our list-building training and these are the facts”.

Now, before you go “ah, I’m soooo advanced at this IM thing, I know that I have to sell on emotion”, hold yer horses for just a little while longer!

 

See, yes, you’re right of course, “I have to sell on emotion” is indeed something that comes in quite handy in pretty much any sales-situation.

And that’s what the whole test was about – show you that underneath the logical reason ‘why’ or ‘what’ you sooner or later find the true motivation.

An example could’ve been:

“I need to build a list”

Why is that important?

“because then I have a business asset”

Why is that important?

“because then I have a reliable income”

Why is that important?

“because I’m now in control of my life”

Why is that important?

“because I now have the freedom to do what I like”

Why is that important?

and so on

(list-building to freedom in 5 easy steps;-)

Which is really what you need to do with your prospects!

But, let’s return to those horses you’re still holding:

you see, in social psychology, there’s something called “central arguments” – basically the facts and figures.

And there are specific instances during a sales-cycle where you absolutely have to take the ‘central argument’ route. If you use the whole “emotion” thing, you’ll completely blow the sale.

“Using emotions” isn’t important because of the reason you’re probably thinking of (namely hitting people’s emotional hot-buttons relentlessly until they cave in … which in most cases is called “HYPE”), but because the flip-side of the ‘central’ argument is the ‘peripheral argument’ … and that’s where the emotions really come into play.

How to put the yin and the yang into practice

Right, in practice, you might think “the yin” part is all about market research, creating avatars ‘n all that good stuff (which truthfully *sucks* big time because, well, it’s bloomin’ hard) and “the yang” part is all about copywriting & sales-psychology (which, again, s**t, is hard too)

Turns out, there’s a much better and simpler way.

And that’s going to be the topic of a short training I’m putting on tomorrow (have a look in your inbox, you should’ve received an email from “Citrix Gotowebinar, something that looks like this:

gotomeetingConfirmation

(in case you didn’t (e.g. if you came here any other way than through clicking a link in an email from me), you can register here: https://www1.gotomeeting.com/register/554381792)

veitHeadShot200x200and in that training, I’m going to show you, well, how to do it right in practice;-)

it’ll be a nice lil’ step-by-step training where I show you what you need to do, you then simply fill in the blanks!

hope to see you on the call

Veit

PS: if you found the post & test useful, feel free to share it with your friends

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