When your audience think about buying what you sell, they are scared.
Every human on the planet is hard-wired to desire ‘safety’ and ‘security’.
Any time we think about making a change in our life and business, we worry that change will be ‘unsafe’.
Ease the worries of the lurkers in the background, too nervous of the perceived threat to their sense of safety to want to buy.
When people read your promo copy online, they have a voice in their head telling them all the ways that the outcome of buying from you will be a THREAT to what they know and trust to ‘keep them safe’ now.
Say for example, you sell stand-up comedy lessons to adults.
What might a person considering buying your ‘learn to be a stand-up comedian’ program be scared of?
Making a tit of themselves and getting mocked by the others on the course for being rubbish?
If you do not call out the fears in your copy and address them head on, their fear of the threat will keep them stuck in their safety net.
= not buying!
When you call out why they are worried about buying, and tell them how you’ll take that problem off the table for them…
… it’s like a soothing balm that will melt that particular objection away.
They’ll be eager to say yes because it’s obvious you understand their needs and have made an effort to ‘keep them safe’.
Want to generate more sales from your existing audience?
Ease the worries of the lurkers in the background, too nervous of the perceived threat to their sense of safety to want to buy.
They are unlikely to tell you they have a fear btw.
They might not even be consciously aware of it until you point it out and soothe it.
But if you don’t, someone else will!
Veronica Pullen
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