Join thousands of readers building a business that works around Life Stuff (like chronic physical or mental health conditions, recovery from big life events, caring responsibilities). I send two-ish emails each week, to help you enjoy a more comfy business and life.
But Why Reflex
|
My brain has a mighty powerful But Why Reflex, Reader If someone tells me to do something, it is very difficult for me to do that thing if I don't understand the logic behind why we’re doing it. I’ve been making money online for more than 15 years, and in all that time, I have really struggled with using urgency to sell. I know that it works. I know that it’ll help me make more sales, so I’ll be helping more people. I know that some buyers find it helpful to have a set window of time in which they need to make a decision. That doesn't stop my But Why Reflex from screaming ‘why is the completely digital on-demand course half price today, and not three Tuesdays from now? Whhhhhhyyyyyyyyy??????’ Quick pause here to reassure you that this is in no way a judgement if you are comfortable selling with time-limited discounts, bonuses or tripwires. I don’t have issues with it from a moral perspective. But apparently, my brain has some issues from a logical perspective. I know that fighting my brain is a battle I will not win. And also choosing to never use Urgency to sell isn’t a great option either. So for the last few weeks I’ve been getting playful with the question: ‘How can I introduce reasons to Buy Now, that satisfy the But Why question’? I played around with ideas for my All Access Pass, and my 1-1 offers, and found a bunch of ‘reasons to buy right now’ that I felt good about. I put them in a list. And decided which ones I would experiment with first. Then I had a mental image of a Specials Board in a pub or cafe. And I thought, why not write them up on a blackboard, so you can see what’s Special now, and what Specials are coming later. Except that popping a blackboard up in my office wouldn't be all that helpful for you. So I made the list on a page on my website instead. --> 🤔 Comfy Business Question 📝 Is there a marketing or sales technique you want to use, but your brain (or heart) says no? If you reply to this email, we could bounce some ideas about to find an adjustment or alternative that works for you. P.S. If you filled out my survey earlier this month and are waiting for your coupon - it’ll be with you shortly. I’ve been wiped out for two days, and I’m playing catch-up with things now. |
The Comfy Business Newsletter | Laura
Join thousands of readers building a business that works around Life Stuff (like chronic physical or mental health conditions, recovery from big life events, caring responsibilities). I send two-ish emails each week, to help you enjoy a more comfy business and life.
A few weeks ago I visited a sales page for a course I was a little bit interested in buying, and after getting 50% of the way through the text I felt like I’d been poked in the eye with the ‘actually’ stick 100 times. I checked – it was on the page 14 times. On a page of around 1,000 words, the word ‘actually’ appeared FOURTEEN times. FOURTEEN!!!! 1% of the words on the sales page were ‘actually’. I did not buy the thing. I closed the page, took some calming breaths, and channelled my...
Have you heard the expression ‘sell the sizzle, not the steak’ Reader? Or ‘focus on the benefits, not the features’? In 15+ years writing online sales copy for other people’s businesses, I have heard those two a LOT. From clients. From other copywriters. From business/marketing coaches who mean well, and are trying to improve a sales page they’re critiquing. But, in my opinion, if you’re selling an online service, coaching, group program, course or similar, it’s really crap advice. ‘Sell the...
I’m nearing the end of the third week of having sciatica. Most of the time, I’m pain-free - unless I sit down. And my leg does what it’s supposed to with about 80% reliability. This morning I felt good enough for a shuffle around the supermarket to retrieve some essentials. Sitting in the car park, before embarking on this quest for bread, bananas and Son #2's weekly fix of sausage rolls, I reminded myself of my Doing Hard Things mantra: This can be therapy or torture or somewhere in between,...