Why Did You Buy? A Deceivingly Important Question To Ask Clients

Why Did You Buy? A Deceivingly Important Question To Ask Clients

Whenever we sell a product or service, we forget an important question.

The question: Why did you buy?

So why is this question so very important?

It’s important for several reasons

1) It validates the purchase decision
2) It gives you an understanding into the trigger
3) You can manage expectations better

First let’s start with the purchase decision

Whenever we buy something, we’re usually faced with a bit of buyer’s remorse. This buyer’s remorse kicks in, while higher in a pressure situation, nonetheless shows up in a low-pressure situation as well.

And in asking the client why they bought a product/service or a course, you’re asking them to write down their reasoning.

The purchase moment is very emotional

While all of us give a logical explanation why we bought into a product, the reality is that the purchase is emotion-based. We know this to be true, because if two people offered exactly the same product/service, you’d choose one over the other, purely on emotion.

But there’s logic too

And when customers write back, they give you both the logic and the emotion. And in doing so, they confirm to themselves that they’ve made the right decision. It’s one thing to think about making the right choice. When you write it down, you really have to think it through. And that makes a customer more likely to ratify their decision to buy.

This is no doubt good for you, as a seller. However it’s also great for the customer, because once they’re clear about why they bought a product/service, it strengthens their resolve to consume it. And when they consume it, they get greater value from their purchase.

If that were the only reason, that would be reason enough. But there’s a second reason as well and it’s called “the trigger”.

So what’s the trigger all about?

When we write sales copy, we’re not exactly sure which part of the copy resonated most with the customer. And yet, when you get a response from your customers, you’ll find there’s a sort of clumping up towards certain points.

You’ll find over time, that customers seem to be repeating the same thing over and over again. And that “same thing” may well be in your headline. Or it might not.

Take for instance, a book on “how to buy a car”

This marketer was sure that he’d done all the testing possible. But just for the heck of it, decided to ask clients why they bought the book. And there, in the middle of his bullet points, was the prime reason. They bought the book because he was “showing them how to buy a car at $50 over the dealer’s price”.

That information alone was worth the price of the book many times over. But the marketer wasn’t aware of the power of that bullet point. Once he was aware, he could take that bullet point and move it to the headline—thus ensuring even greater sales.

And when you ask for the trigger, customers will come up with other reasons too…

For example, when we asked customers why they signed up for the Info-products workshop, here are some of the points.

- What should be in our ‘Company bible’?
- How to systematically break that down into information products.
- Where do we start?
- What’s the process that we can follow?
- How do we know what people will pay for and how much they will pay?
- What’s the best way to test before we build?
- Where to start and stop and how to know when it’s time to break off into a new product?
- How to put the information together so it’s helpful and people want more.

I don’t know if you noticed, but that list reads amazingly like bullets

Or potential features and benefits. And once you have an insight into what the customer really wants, you can go back to your sales page and check if you’ve covered these points.

You would also need to write at least a few e-mails or leaflets to sell your product or service. The points you receive from your client can be the basis of future e-mails and leaflets.

But there’s a third point why “why did you buy?” is important

The third reason is simply to manage expectations

Remember when you visited a foreign country?

You read all the books, saw tons of photos and yet, when you got there, it was somehow different.

I remember going to the Taj Mahal in Agra when I was about 18 years old. I’d seen photos of the Taj, hundreds of times. Yet, when I was there, it was so much bigger, so much fancier than I’d expected.

And your product can be fancier or less fancier than clients expect.

The problem is often not rooted in the content

It’s rooted instead, in the expectations. Once a client gets to the end of a service, or reads through a product and doesn’t find what they want, they feel cheated.

They’ve spent time and money—but mostly a ton of energy. And they’re less likely to be trusting of your products and services in future.

And you really want them to trust you wholeheartedly.

This is why you need to ask the question

The question brings up their needs and you can either head it off at the pass or include it in your material. Heading it off at the pass, is not easy. You have to let the client know that the results they seek will not be available. And you let them know what they’re going to get, instead.

Often a client is very happy with the fact that you’ve taken the time to speak to them, and whether they decide to go ahead or not, they will retain that positive memory of you in future. And trust will be gained.

However, in many cases, you may not be covering what they seek

If you’re offering a service or physical, you can tag on an extra bonus (though that may not always be possible).

However, if you’re offering information, you don’t have to change your core information structure. E.g. Let’s say someone has read the book, “The Brain Audit“.

On going through their expectations, you find that they have questions that have not been covered in The Brain Audit.

So do you tweak the book? No, of course, not.

Instead you can tag on with a follow up PDF, audio or video—much like a FAQ (frequently asked questions).

Yup, that will solve the customer’s dilemma and give you the chance to create additional information without having to tamper with your core product or service.

The “why did you buy” question is very important because:

- It validates the purchase
- Gives you a ton of selling points and trigger points, that you can use in your sales material.
- Helps manage expectations, heading off issues at the pass, or adding bonuses that solve the customers problems.

However, there are exceptions to every rule

You see this sometimes on sites like iTunes or Amazon.

There’s this petty, idiotic customer who wants to pay nothing and wants the world. He’ll say something like, “I’m rating this product as a bad product because it is worth 99 cents, instead of $1.99.

Really?

This kind of petty customer is never going to be the customer you need or want. They will treat the product or service with disdain, ask for too much and you can never, ever manage their expectations.

Of course, you’re welcome to try but it will end in tears—that’s for sure. So avoid these painful customers at all times.

The good customers—the ones that are going to stay around for a while

They will be happy to answer your question about “why” they bought your product or service. And in doing so, you’ll get a bounty of information and goodwill.

Cool, eh?


Be Kind, Be Helpful or Begone: How To Build A Powerful, Community-Driven Membership Website

How to create a membership site

“The specific feature I liked most about this book was that the information that went into creating this PDF came from actual hands-on experience and not theory or wishful thinking!”
I’d recommend this book to anyone starting or already running a membership site… perhaps even a blog.

Because of Sean’s actual experience running a site and learning through trial and error… He has developed crucial insights into what makes a successful membership site as well as how to make it interesting, consumable and most important of all… participatory for all those who join.

Jeffery Ellis, USA
Judge for yourself: How To Build A Powerful, Community-Driven Membership Website

 


Top Selling Products Under $50


Announcing! Dartboard Pricing: How To Increase Prices (Without Losing Customers)

Website Series: How to create a trusting experience for your website visitor
Testimonial Secrets:
Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Brain Audit: Why Customers Buy (And Why They Don’t)
Sales Pages:
How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done


5000bc: The place to get reliable answers to your complex business problems?
Black Belt Presentation: How to completely control the room—without turning anyone off?
Membership : How To Build A Powerful, Community-Driven Membership Website


 



Do We Really Need To Start With Why?

Do We Really Need To Start With Why?

In Tokyo, under the Ginza railway station, there is a famous restaurant run by Jiro.

The spotlight is obviously on Jiro, because of his Michelen-star status.

Among all the restaurants in the world, few restaurants get the privilege of getting an extremely high rating in the food industry. And in this unassuming 10 seats restaurant, Jiro doesn’t work alone. Instead there are a host of helpers that seem to be almost invisible.

Some of them simply chop the veggies.

Some of them take out the garbage.

Some of them make sure the rice is right.

Why would you?

Why would you go about cutting vegetables and moving sticky rice for years on end, with no perceptible reward in sight. Sure, you may well become a sushi chef, but it’s a long ten year journey. So why bother? And at least until recently, a large part of the East didn’t understand the West.

The West was obsessed with why.

Because WHY brings a sense of deadline

When you were really young, you never questioned why, did you?

Why did you learn to speak your native language?

Why not learn Cantonese instead?

A lot of our very early learning is not dominated by why. And with the East, just as in the West, the WHY does come up. Kids grow up to be curious and ask WHY.

But in the East, they’re told to simply obey and the results will come. So the goal becomes not so much to find the answer, but to find the teacher. And the teacher has a system, and the results come from that teacher and system.

Psychotactics courses are built around this almost mythical system of “wax on-wax off”

If you ever watched the “Karate Kid”, a movie from the 80′s, you’d have run into the central characters: Daniel (the kid from California) and Mr.Miyagi, an immigrant in the U.S.

Daniel wants to learn karate, but only because he gets beaten up so much.

He has a goal—a WHY.

And instead of taking him though the drills that the neighbourhood karate class employs, Mr. Miyagi makes Daniel sandpaper his deck and paint the walls.

Psychotactics courses seem to have this same bizarre system of getting clients across without necessarily explaining why.

WHY is a natural question, but not a particularly important one

When you ask WHY, it may well be to satisfy a curiosity. But often the WHY comes more from the urgency.

Why are we doing the course this way?

Why is the book built that way?

Why, Why and Why?

And even when the answer is satisfactory, the urgency remains.

But if you’re a sushi chef, the goal is to learn from the teacher. The WHY slides a bit into oblivion.

The Renaissance in Italy, flourished because of the absence of WHY

Some of the most amazing work was created in the guilds of the Renaissance, a time when you simply followed your guild master and learned skills that would help you later. And while all this stuff about sushi-chefs, article-ninjas and Renaissance is important, it’s also important to note that WHY does help.

Knowing WHY you’re doing something gives the something a sense of purpose.

Does that help us achieve our goals?

Not necessarily. We step into a task with great vigour and then we lose our way, despite knowing WHY we’re supposed to do something.

When people stand up and say that Apple creates amazing products, they attribute it to WHY.

But that’s rarely the case.

Often Apple will create something that’s so bizarrely useful (like the magnetic power cord) simply because a concept like that captures the imagination of the designer.

There are additional costs and resources required to design something brand new—and zero revenue. Your share prices don’t go up. Your salary or status doesn’t change. Apparently nothing changes, except there it is—an amazing magnetic power cord.

WHY is nice.

It helps us understand purpose. But it can be overrated. And we don’t know WHY.

P.S. Instead of WHY, find the teacher.

P.P.S. Ten years ago, I wrote an article on ‘The Power of WHY’. That still stands. This is just the other side of the same coin.


How To Speed Up Article Writing With Simple Outlines

Learn How To Speed Up Article Writing With Simple Outlines

“This product will help you avoid writing traps as well as anticipating and handling objections when they arise in the reader’s mind”

“I would recommend this product, because it will quickly show you how to develop thoughts and ideas into a structure capturing the important stuff to write about. Not only that, it will help you avoid writing traps as well as anticipating and handling objections when they arise in the reader’s mind.”

Duncan MacIntyre

Office Chair Advice, Derbys UK

Judge for yourself:  How to speed up article writing with simple outlines.


Top Selling Products Under $50


Announcing! Dartboard Pricing: How To Increase Prices (Without Losing Customers)

Website Series: How to create a trusting experience for your website visitor
Testimonial Secrets:
Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Brain Audit: Why Customers Buy (And Why They Don’t)
Sales Pages:
How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done


5000bc: The place to get reliable answers to your complex business problems?
Black Belt Presentation: How to completely control the room—without turning anyone off?
Membership : How To Build A Powerful, Community-Driven Membership Website


 



$2500 Free Workshop: How To (Finally) Get On The List

Web_Cover

Last week we announced about the $2500 Brain Alchemy Masterclass Workshop
we were giving away. And you were promised that you’d get a follow up email.

Well, tah…dah…here’s the follow up email.

And the link to read more details and get on the list is at:
http://www.psychotactics.com/free/brain-alchemy-goodies/

 

 

 

Have fun :)
Warm regards,

Sean
P.S. It’s free. But only for the next seven weeks. And there is a waiting list.


Free from Psychotactics: The $2500 Brain Alchemy Marketing Strategy Workshop

itunes_ba_masterclass-copy

In the year 2007, I had a discussion with a client. It was about giving most of our courses away—yes, almost every Psychotactics Course—by the year 2020.

Without charge.

It sounds unusual: Why would someone just give valuable information away?

You and I know that “normal” people don’t do this kind of stuff. No one just gives away thousands of dollars worth of stuff without some sneaky up-sell, cross-sell or some kind of catch. To give away valuable information just like that, sounds weird at the very least.

But we’re not normal (our logo should give you enough hints).

My long-term goal is to create a university in New Zealand (Casa LocoLoco: The Mad House)

This university will be in place to help folks like you run their businesses. It will be a non-profit university. In the spirit of Casa LocoLoco, I am slowly going to make most Psychotactics products and workshops free by the year 2020. So as you can see this process is thoughtful; it’s methodical. And it’s designed on the fact that generosity helps us all.

And the Brain Alchemy Masterclass is just the beginning.

The only ‘catch’ if you want to call it that, is that you have to opt-in. This is for several reasons, but the main reasons are:

1) I only care about people who’ll take the trouble to opt-in.

2) Because it’s a three-day workshop, the digital file download will have to be managed, or if everyone downloads the material at once, it will crash our servers. So I have to send out notifications on different days/time of day.

Of course giving this free is not an easy task, because the whole thing needs project management to see that we don’t crash our server or do crazy things.

Anyway…that’s the the gist of things.

More details will follow next week— so look out for the email (or blog post as the case may be). In next week’s email, you’ll get a direct link (after you fill in a form).

This is just the announcement of what’s to come (yes, like a trailer to a movie :) )

Important Note

This workshop was given away in 2009, 2011, 2013  and we are giving it away again. If you’ve already heard/read it, it’s a good idea to experience it again. The questions remain the same but the answers change and you will experience the same information in a totally different light.

Warm regards,
Sean
P.S. If you already have The Brain Alchemy MasterClass and prefer not to receive follow up emails, go to this link and enter your details.  Opt-Out Form.

 


How to get FREE: Two Brain Audit Audio Files

Higher Prices
Last week you got a chunky 30-page excerpt of The Brain Audit.
This week you can get two short five-minute audio files. These short audios will teach you two very important lessons which you can implement straight away.


What you will learn:

1) The critical difference between ‘The Solution’ and ‘Your
Solution’
2)  A tested-formula on how to write a powerful tag-line.


There is a deadline though

You have to get it before May 13, 2015. Then it’s gone. So get it right away. Either download it, or listen online.


Here are the links: (It make take a few minutes to load)

Each audio is 5 minutes and contains clear and actionable information. So listen to it today and implement what you  learn.

http://psychotactics.com/Brain_Audit_TaglineFormula.mp3

http://psychotactics.com/Brain_Audit_SolutionVsYourSolution.mp3
Try it today. You’ll hear for yourself what makes The Brain Audit so well-loved and mostly well-used!
Sean
P.S. Don’t forget to download the audio before 13 May, 2015.


Why We Struggle To Write a Book: 3 Structural Reasons

Why We Struggle To Write a Book: 3 Structural Reasons

When you sit down to write a book, you wonder why the sound of hitting your head is so very loud.

The more you sit down, the harder it seems.
And yet, there’s a reason—three actually.

And the three are—tah dah!

1) Structure
2) Design
3) Content

Stage 1: Structure is where you design the “design”

Most of us have, at some point, played with Lego. When you attack a kid’s Lego set, you don’t need a plan. Bricks go over bricks, red over blue, green under yellow—and you get applause at the end of the day. Which is fair enough. You’re a kid playing and play should be free-wheeling.

But the moment you get to serious house-building and you pull out your Lego resumé, you’ve got trouble on your hands. And that’s because you need a blue print of sorts. You need a construction plan. Just sitting down and attacking the timber ain’t going to get that house up in a hurry.

Which is approximately how you write a book as well

Most of us have read books—sure, but haven’t been privy to the writing process. And the first part of the process is planning.

You need a framework to hang your information on. And the framework makes things accessible, and idiot-proof. The biggest reason we have DIY (do-it-yourself) disasters, is because someone with a hammer and blowtorch decides to write a book.

Invariably you get a book, but the core of it is shoddy. The material is extremely hard to consume.

But we’re not even jumping over to the reader

Like DIY without a blueprint, it’s just plain hard work.

The reason why so many tasks take so much time is because a plan makes the step-by-step process easier. You know where you’re going right—and more importantly where you’re going off on a tangent. And when we take this tangential trip, we end up spending a lot of time.

Time that could have saved, with a plan; a structure in place.

When you look back at the Renaissance, for instance, you see an incredible volume of creativity

Why were so many people creative at one point in time? The answer lay in the structure of apprenticeship.

The teacher had a plan, the apprentice followed the plan. And then once they were fluent, they went on to create their own marvellous pieces of art. Writing too, is a piece of art. And sure you can throw anything together and hope it sticks. But it’s better to have structure.

However, structure itself won’t work—and this takes us to design.

Stage 2: What’s design?

Design is indeed what it looks like, but it’s more about how it’s consumed. So when you read a book like The Brain Audit, for example, you find yourself sliding through it.

Now on the face of it, it’s a marketing book with some analogy about seven red bags on a conveyor belt. Doesn’t sound too racy, does it? And yet, the moment you start, it’s a slippery slide.

Chapter after chapter gets your attention…

You hardly feel like you’re reading a marketing book. You somehow feel motivated to keep going. And this is because of the design.

It’s designed to look good—yes it is—but it’s also designed to get you slip-sliding.

Do you notice the white spaces? The sub-head design? The cartoons, the summaries, the captions, the stories and analogies—they’re all designed to do a specific thing at a specific time.

Just like when you’re building a house, you get different elements working sequentially, but also all at once

You get the piles put in, then the house structure. Suddenly there’s an army of plumbers, electricians, carpet layers etc. They’re the ones that give your house the ability to function as a living space. They’re the designers.

Sure you can get an interior designer to come in and give your place a swishy look, but that’s only later. The core is all the bits that go together to make the house. And it’s remarkably similar to a book. Without the elements in at the right point—and sometimes all together, it’s hard to get going. And head banging follows.

Which of course brings us to the third part—content

Remarkably the easiest part is content. Because for the most part, we know what to say. You know this to be true, because once your house is built, you kinda know how to fill it up with stuff. Yes, there’s always the chance of clutter, but if you followed the first part—structure, you should be good.

The reason why we struggle, is because we put the entire truckload of information on paper. Clients take one look at it, perhaps a second look and then never finish. And that’s bad for them, but mainly bad for you. Because now you have to go out and find new clients instead of clients coming back over and over again.

But that still leaves the question: What do you put in the content?

The very core of content is not that hard. You have to approach it like a five year old approaches a skunk. They’re not afraid of the skunk. And they have questions. So what does the five year old ask?

-What is that?
-Where did it come from?
-Why are you so scared of it?
-Why are they so smelly?
-But can’t we have one as a pet if it’s not smelly?

These are the kind of questions you ask. It never leaves us, this core curiosity.

If you’re writing a book on pricing, and you are covering “how packaging affects pricing”, you have similar questions.

- What is packaging?
- Why does it matter?
- How do you use packaging to increase prices?
- What are the mistakes you can make with packaging?
- But what if you don’t want to package?

These are the core questions you have to answer. And remarkably, you could write the content without too much trouble, if you just had a friend or customer ask the questions. But where you struggle the most is in the structure and the design. And that’s what you need to work on.

Amateur writers sit down to write.

Professionals first sit down to plan.

——————————————–

Live US Workshop 2015: 4 Seats Left!

How to create knockout information products that instantly separate you from the competition (and enable you to charge higher prices)


Top Selling Products Under $50


Announcing! Dartboard Pricing: How To Increase Prices (Without Losing Customers)

Website Series: How to create a trusting experience for your website visitor
Testimonial Secrets:
Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Brain Audit: Why Customers Buy (And Why They Don’t)
Sales Pages:
How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done


5000bc: The place to get reliable answers to your complex business problems?
Black Belt Presentation: How to completely control the room—without turning anyone off?
Membership : How To Build A Powerful, Community-Driven Membership Website


 



Two Critical Components For Getting Attention

Two Critical Components For Getting Attention

Let’s say you’re sitting in the audience, about to hear a speech on “Why Customers Buy”.

You’re expecting the presenter to introduce himself.
You’re expecting that presenter to say something about conversion and purchasing decisions.
You’re not 100% sure what to expect, but you’re not expecting what you’re seeing right now.

The speaker has grabbed a chair from the audience.

He’s saying something. Standing on the chair, sitting on it. And suddenly your brain can’t help but be riveted to what’s unfolding before you. And that’s because the speaker is pressing hard on your brain’s neurotransmitters. He’s getting your attention by doing something that’s so novel that you have no option, but to pay attention.

Attention: A combination of novelty and consequences!

To get a person’s attention—any person’s attention, you have a few minutes, perhaps even a few seconds. And if you break up attention into two distinct bits, you get two parts. Novelty. And consequences. The novelty comes first. It’s the part that holds your attention.

Suddenly, there’s this unusual thing unfolding in front of your eyes. And it’s not terribly unusual, but enough to get and keep your attention. The moment your brain is locked in, your curiosity ramps up.

And no matter whether you’re on a website, reading a book, or listening to a presentation, the same neurotransmitters kick in, starting of course with novelty. Remember the chair story? Well, that was novelty.

Instead of starting The Brain Audit presentation talking about conversion, I sit on a chair, stand up, sit, stand

And then after a few seconds of these antics, I ask the audience, “Who expected the chair to break?” None of the hands go up—obviously. Then I ask the question, “why didn’t the chair break?”

And then someone in the audience will invariably say, “It was built to take your weight”. Which, yes, is the right answer. The chair didn’t break because it’s built on science. It’s not supposed to break. And then we look at our marketing, and find that it breaks. We don’t know how or why  it breaks, because there’s no science”

You see what’s happened? We moved from novelty right into consequences!

Novelty is nice. Novelty is needed. It’s what gets your attention, but then it’s time to sustain that attention. And that’s when the consequences storm through the door. But for consequences to exist, a problem must exist in the first instance. So once you bring up the problem, you then (and only then) explain the consequences.

And when we go back to the chair example, we see how the problem seems to have shown up

“With marketing you don’t have the science of a chair. It doesn’t work every single time. And so you spend a bit of money on advertising or write out a cheque for some Facebook campaign. But the results are far from consistent.

You hit, but more often you miss. You spend money here, there and everywhere and you’re not even sure what’s going to work for you. It’s frustrating, even debilitating, not knowing when you don’t get consistency. And yet the brain works on consistency. When we send out a consistent message, we get consistent result.

The reason why there’s such a hit and miss syndrome is because we don’t quite understand how the brain works. So how does the brain work?

See how novelty and consequence make a great act?

But first you have to understand what makes great novelty. And novelty mostly comes from two areas: analogies or stories. The moment you understand how to tell dramatic stories, you can immediately create novelty.

The same applies to analogies. But like everything in life, you can tell stories in a great way, or make it utterly boring. The chair analogy stands out because it’s unusual.

If a presenter had to start with an analogy of “building your house on rocky vs. sandy ground”, for example, the audience would fall asleep, because they’re more than likely to have heard that analogy before. So your novelty has to be built around something that’s pretty every day in nature, yet different enough to get attention.

And once you get to consequences, there’s also scope to go off target

Most of us get so enamoured with the consequences of the problem, that we forget that we have to stay on a narrow track. Your audience is locked in because you’ve just told them they’re wasting money and they don’t know how to stop this crazy expenditure. At this point, it’s easy to go off track into a completely different set of consequences.

But you’ve got to stick with what happens next

What happens when you spend all that money? How does it impact your future decisions? How do you feel when things go wrong? These are all consequences of a SINGLE action. And staying on track is critical to keep that attention. If you get distracted and head into several consequences, you’ll quickly lose the audience.

Let’s take another example of attention and consequences

In a presentation on “pricing”, I will start the presentation with a video of New Zealand. There you are, waiting for the presenter to talk about pricing and he’s talking about “three month vacations”. But that’s the novelty. And it’s tied right back to why you struggle to take those vacations. The reason? Sure, it’s the prices you’ve been charging.

And then it’s time for the consequences of lower prices

How you have to work twice as hard to get the same results. How you get more tired, never having time to upgrade your skills. How those lack of skills cause clients to choose others with superior skills. And then you have to work so hard just to stay in place, that a vacation, let alone a three month vacation seems like a distant dream.

So how do you increase your prices? And how do you pull off this trick without losing customers?

Attention and consequences are powerful allies.

Used well they get and keep attention.

Nice, eh?


Product Offers: Links you should visit


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The Brain Audit
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Announcing! Dartboard Pricing: How To Increase Prices (Without Losing Customers)


 


The 6 Most Important Lessons In Marketing

The 6 Most Important Lessons In Marketing

1) Follow up.

2) Follow up.

3) Follow up.

4) Follow up.

5) Follow up.

6) Follow up.

How do I know this to be true?

Because recently we launched a book on Membership Sites. As is the norm, we give the best price to our members at 5000bc. We also let them know about the product a lot in advance. They read it in announcements, on the forum etc. So what price would your members choose to buy the product at? The lowest possible price or a higher price?

You’d be surprised at what you’d find…

Our logical minds would tell us that the lowest possible price is when you’d pick up a product. But that’s not the case. Yes, many members do pick it up at the member’s price. But at least 15% or more pick up the product/service/workshop at a higher price.

Now why would they do that?

We can’t say. And neither can you. Maybe they weren’t convinced. Maybe they didn’t read the earlier emails. Maybe they were on vacation.

Maybe—and the maybes don’t matter.

What does matter is that a reasonable number of buyers (and we’re still talking members here) do buy at a higher price, and on a later date. Which means that if we didn’t follow up, those sales may not have happened.

And this little insight shows you that if your closest, tightest band of followers aren’t paying that much attention after being reminded over and over again, how will the rest of your audience react?

Yup, you got it right

The rest of the audience is more skeptical, more distant and so yes, logically they would react much slower. The less connected your audience is to you, the more they’d hesitate to buy your product. And hence, if you don’t follow up, you miss the chance of getting the sale from this audience for sure.

But that’s not all.

When you miss out on a sale, you don’t just miss out on one sale

I recently bought a series on “how to draw trees, how to draw skies” etc. I bought that product about three weeks ago. Yesterday, I bought some more product from that very same instructor. So what are the chances that I’d buy the second series, if I’d not bought the first?

It doesn’t take much to guess that you don’t get to second base, unless you slide to first. And yet the first would have never got my interest if it wasn’t for the consistent follow up.

Which is all very fine in theory, but how do you follow up without being a pest?

Well, it depends. There are several ways of following up. Yes, the most effective way is to be direct and to the point. That means an email that says: “Announcing the book on XYZ…” is going to get far more response than anything else you can send to your list.

That single announcement that is pure sales and nothing else will get a far greater open rate than any other email. Yes, it’s salesy, but customers want to buy from you. So if you have something to sell, they want to see it.

But being direct and to the point continuously, isn’t the best of ideas

If you keep pummeling someone with sales offers, they’ll soon tire of you, and stop paying attention no matter how great your offer. You can however, follow up with other methods. E.g. a book excerpt. Or a few testimonials from clients embedded in your weekly newsletter. Or an interview where you talk about your book.

As you can tell, there are many ways to follow up for a single product

And you don’t want to do them all at once. The mistake that rookies make is that they send out the excerpt, the testimonials, the interview etc. all in one email.

Well, fine, so now what do you have left to send to you list, when you want to follow up? Not a lot, huh! So keeping the follow up sequence ready is pretty darned critical. And yes, make sure you create this sequence well in advance.

In advance?

Yes, in advance. When you’re first selling a product/service all your cylinders are firing. Yes, you may be exhausted from having to put the product together, put the sales sequence etc. but that’s the point when you’re most focused on your product.

If you put together the entire sequence—or at least six follow up steps, you’ll get those follow up steps out of the door on time. If you don’t, you’ll soon get distracted with taking a break or just launching something else, and your existing product will get bounced to a black hole on your to-do list.

So follow up:

1) Follow up many times. Six is a good starting point.

2) Even your best customers don’t pay attention the first time, or even the fifth time.

3) A great starting price is often not incentive enough. Your best customers are likely to buy even when the price rises, so keep at it.

4) If your best customers are not paying attention, ahem, guess how much more work you have to do for the rest of your customers.

5) So it’s one sale. Nope, it’s not. If you don’t make this one, you miss out on future sales as well.

6) You can indeed follow up without being a pest—provided you plan your sequence of follow ups.

7) If you front-load all your follow-ups in one email, you have nothing to follow-up with. So yeah, space them out.

8) Plan and put the follow-ups in place at the time when you’re most exuberant (and yes, most exhausted). It may not make sense to work when you’re so fed up of everything, but once the moment passes, it will be even harder to put any sequence together.

And that’s it

You now have the 6 Most-Important Lessons in Marketing.

Unless you follow up 9 or 10 or 15 times.


Next Step: Links you should visit

1) How do you create presentations that enthral, hold and move  an audience to action? Find out more…

2) Are you serious about getting your business to the next level in 2014? Have a look at 5000bc.

3) Are you losing tons of potential business because you don’t know how the brain works? Read how The Brain Audit can help you.


Products: Under $50
You already know that 80% of a sales letter depends on your headline.
So what’s the remaining 20% that causes customers to buy? Find out more

1) Do You Often Hit A Wall Called ‘Writers Block’?
Learn how the core elements of outlining can save you from the misery of writing your next article.

2) Do you know that visuals immediately improve your sales conversion?
Learn how to create drama and curiosity and help improve your web page conversion with visuals.

3) Do your websites, brochures, presentations, etc… confuse your clients?
Put some sanity into your design, even though you are not a designer?

4) Chaos Planning
Year after year you sit down and create a list of things you want to achieve. Then suddenly it’s January 2015, and you’ve not really moved ahead as you’d expected!
Learn Why Most Planning Fails: And The Critical Importance of Chaos in Planning.

5) Nothing bugs you more than a painful client.
A client who hassles you at every step of the way. Learn how to use the power of the ‘six critical questions’ to get incredible testimonials—and attract clients that make every day an absolute joy.


Black Belt Presentations: How do you create presentations that enthrall, hold and move an audience to action?


What You Can Learn from “Snake Oil” Gurus

Snake Oil Gurus

You probably don’t like snake oil gurus.

They pad their products with fluff, promise you the earth and don’t deliver. And yet, the next time someone says: I’ll show you how to convert thousands of people to your blog without doing more work—boof, you’re in.

So why do snake oil gurus work, when your business doesn’t?

It’s a simple understanding of pre-sell. One of the core elements of pre-sell is philosophy and methodology. Philosophy is mostly what you stand for, and methodology is how you get it done.

And the snake oil merchants have a sound understanding of philosophy. They know that they want to get rich, rich, rich and have tens of thousands, even millions of people treat them like gods. In short, money with a solid dollop of power.

Now whether you like it or not, you like that philosophy

You can indeed see yourself as someone reasonably powerful, maybe like J.K. Rowling. Lots of money, lots of power. Everyone bowing and scraping, without the need to be out there flaunting it all. Or maybe you like to flaunt. Maybe you’ll be a Kim Kardashian kinda character with helicopters, opulent mansions—all the stuff that snake-oil promises.

There often is just one problem with snake-oil

It doesn’t deliver. The methodology is where it all falls apart. You get the philosophy, you buy right into it, but even as you’re buying into it, you know the methodology is not going to work for you.

That’s because the methodology is going to involve a lot of schmoozing, a lot of tricks, a lot of selling—almost pummeling customers to buy into your system.

And you don’t like that. Besides most of the methodology doesn’t boil down to much. All you really have to do is fight your way into a similar snake-oil inner circle and you’re away.

All of this creeps you out—it sure does.

So is there a way out of this mess?

Yes, there is. It’s called pre-sell. Your customers need to get your philosophy first. Instead, you’re all stuck into improving—not talking about your methodology Which means you aren’t communicating either the philosophy or the methodology, both which are probably a lot superior than the snake-oil merchants. You probably have a method for getting about 50 new customers a month, but does that sound sexy?

Nooooo it doesn’t. 10,000 new customers, a list of 750 people signing up every day: those are the things that sound super-sexy, right? But waitasec, back up that truck, because you’re wrong.

50 new customers a month is sexy.

14 new customers a month is amazing.

In certain cases even 2 customers a month is enough to blow the customer’s
mind.

Provided the customer understands your philosophy

Why are 14 new customers so much better than 750 a day? What do you look  for in those customers? How does it help to treat those customers better, differently even.

Take for example, a guy called Jiro. He runs this little sushi bar in (get this) a basement of the subway station of Ginza, Tokyo. And he takes on just 10 new diners a night. Yup, just 10.

And his philosophy is to give you the freshest sushi experience ever

Going to a Jiro dinner is almost like a final exam. You actually feel the need to prepare to get the best of the evening. And you do, because at $375 per person, and having waited 3 months to get your seat, you’re quite into the philosophy long, long, long before you show up. You’ve bought into the person, his philosophy and his methodology long before you pay for your meal.

We all make the same mistake

At Psychotactics, our products are 3% filler. What does that mean? If you buy a book or audio or workshop, there’s going to be 3% filler. I’d call it breaks (e.g. the pages between the chapter, or the music in between or the breaks at a workshop). But strictly speaking 97% takes you from A to B in a super-elegant way, with “tiny increments”.

Our philosophy isn’t world domination. It’s not to spread twenty-thousand kilometres across the planet. Instead it’s depth. We want to explore a topic one inch wide and twenty thousand feet deep.

And so when we create the products or training, it’s always incremental. It’s always filled with dozens of examples. The examples always pertain to successes and mistakes. They always strive to cover not just products, but services and training too. And the products are always sandwiched with summaries, cartoons with captions that summarise and yes, our passion: food.

But do you get that idea before you buy our products?

Of course not. We’ve gotten so busy with our methodology that we’ve never stopped to talk about what drives us to create this stuff. Our methodology is solid—and doable. And so we fail to realise that it’s not enough for us to know who we are, we have to tell the story. The philosophy must go hand in hand with our methodology.

And the snake oil merchants are good teachers in this respect.

They realise that philosophy matters more

That why something is being done is more important than the way you do it. So they get away with just the sizzle and not the steak. You on the other hand can’t bear the thought of promoting your products without the steak, but forget the sizzle. And this is why we all have to take a step back if we want customers to really love our products and services like we do. We need to drive home the philosophy—first. Then explain our methodology.

You don’t ever have to be a snake oil guru

You don’t ever have to care about world-domination. You love what you do, and you want to do a lot of it. But your customer needs to know.

So yes, pre-sell

Pre-sell your philosophy first. Don’t let the snake oil guru get there before you.


Next Step

If you haven’t read the free report—Why Do Most Headlines Fail? (And How To Create Headlines That Work Every time), subscribe to get your copy.


Why You Need To Treat “Amazing” Marketing Strategies With A Little Caution

Amazing Marketing Strategies

There’s an episode on the TV comedy series, “Everybody Loves Raymond” and it involves a recipe.

It goes like this…

The daughter in law wants a recipe.

The mother in law is keen to show that’s she no Scrooge and offers to give the recipe. There’s just one thing missing—yup, the secret ingredient that makes the dish like it should be made.

Most marketers give you their recipe

And often it’s not like they hold back the secret ingredients. They just fail to give you the exact details. Let’s take for example a marketer that tells you not to send out newsletters so often. Maybe he boasts that you don’t need content, that you don’t need to send out a newsletter except one every few weeks, maybe even months.

Sounds like a superb plan, right?

I mean, c’mon, who really wants to write newsletters frequently? It takes so much time to write it, then format it, then send it out. A strategy that involves none of this work, sounds like heaven. And yet, you’ve only heard what you want to hear because that’s what we do as humans. We tune in to what we want to hear and tune out the rest.

In this case, part of the strategy is to stop writing so many newsletters. But a second part of the strategy also involves contacting dozens, maybe hundreds of other bloggers and getting them to comment or at least point to your blog.

So wait, how do you get those hundreds of bloggers?

Oh that’s easy. You just get in touch with them.

See the problem, yet? Of course you do. Where do you find the bloggers? Is there a strategy? What if the bloggers don’t respond to your comment? What if they don’t point to your blog? Since everything truly hinges on those bloggers, it would make sense to focus a lot on that part of the system, right?

Oops, looks like an ingredient got left out of the mix!

And this is often what happens. People are people and even when they don’t tend to leave stuff out of the mix on purpose, they do.

And some do so, on purpose.

I once went to a workshop with a world-renowned painter. He was very helpful, but he left out the minute details. Since I was quite friendly with him, I asked him why he left out those details: “Oh that’s easy,” he said. “If I give them everything, they’ll get as good as me”.

But let’s not be cynical—not everyone is cut from the same cloth

All the same, when buying an info-product or course, you’d want to do your due diligence—mostly after you buy the product. Before you buy the product/course, there’s little chance of knowing what the product is going to deliver (yes, even the best sales letter in the world is designed to get you to buy, it’s not a prospectus).

But once you’re in, and you don’t find the answers to your questions, you need to get those answers. Without that precise ingredient, things don’t fall apart—but they don’t work either.

In order for the whole system to work, you need more than a few videos and some fancy notes

You need step by step precise strategy. Every time the marketer tells you: do this or do that, they’re moving into a new rabbit hole. And that rabbit hole is very deep indeed. If they just touch on the concept and move along, you can be sure you’ve missed out on a great deal. You’ve actually missed out on a whole chunk that would make the strategy work.

The way to analyse a product or course is to start with the bird’s eye view

Can you locate the main topics? For instance in the info-products course we have three topics: Structure, Stories and Summaries. Now when you look through each of those topics, is each section explained in detail? Are there enough examples, case-studies that enable you to understand each part in the greatest detail? Does each section elaborate on the mistakes you could make—and which mistakes to avoid?

Think of what would happen if the creator decided to skimp a bit on the topic of “summaries”

You wouldn’t know how critical it is, would you? I mean, what’s the big deal with “summaries” anyway? And yet, it’s super-crucial. The only reason why a marketer or teacher will bring up a topic is because there’s a nice, big—and deep rabbit hole. And if they don’t take you down that rabbit hole, tah, dah—you’ve seemingly got the entire strategy, but there’s an ingredient missing.

It’s easy to say, don’t write so many newsletters.

It’s easy to say, do this and do that.

But it’s also easy to leave out tiny bits out of the recipe—often quite by mistake.

And then you end up like the daughter in law in the “Everybody Loves Raymond” series. You think “you’re” the problem. You think “you’re” the one that is hopeless and not talented. You think “you’re” the one who needs to rethink your future.

When all that’s missing is the secret ingredient.

A tiny, seemingly inconsequential ingredient.


Next Step

If you haven’t read the free report—Why Do Most Headlines Fail? (And How To Create Headlines That Work Every time), subscribe to get your copy.


Why Webinars Are Not Enough (The Power Of A Live Workshop)

Live Workshop vs Webinars

A live workshop has four walls.

That may not seem impressive to most of us, but it makes a world of a difference both for you and your client.

For a client to get to those four walls, she has to shower, dress and travel some distance (often large distances) to be present. She also had to put her life, and if she’s smart, her work on hold to be part of an event.

This means you have the focus and attention of the client like never before. At least while your clients are seated at the live workshop, they’re listening to a lot of what you say, and doing a lot of what you tell them to do.

I’ve read at least a hundred books on watercolors

Yet my watercolor work barely nudged ahead, despite practicing every single day. Then, I went to Spain in September 2012. I was there for a week. In that week, we did about 10 different paintings in watercolor. To say that I was out of my depth, is an understatement. I had never used an easel before; never drawn at a 45° angle; didn’t like landscapes that much — the list goes on and on.

But in that one week, my work jumped several notches. And this is because I was a lot more focused, saw and experienced things that I could not have experienced while sitting with my dozens of watercolor books. To give you an example, just the way the instructor used the palette made an immense difference to me.

The fact that I could not escape from the room also helped.

In most situations, I will get easily distracted

After about 15-20 minutes or so, I will start fidgeting with my iPad or phone even if I’m watching something online. But in a workshop situation there is other stimulus and activities that helps me focus a lot more. I also don’t have access to my iPad, phone or other distractions.

And to me, that is the critical difference between a workshop and a webinar

From a presenter’s point of view, you have far more of the attention of the audience than you could ever hope to have with the webinar. From the audience’s point of view, they have a lot more focus as well. They see things that they could not have seen in a webinar.

They experience energy and get a feel for the material and the person presenting it, in a way they is almost impossible through an online experience.

Yes, a webinar is very handy for a client

Sometimes it’s easier just to jump on a webinar, learn something and not have to take a plane, stay in a hotel, and spend all that money and time. And for some folks, having to deal with people all day is extremely tiring. How much easier it would be to just sit at your computer with a cup of coffee and watch a webinar instead.

And that is what I believed as well

I believed that online learning was so efficient that if the presenter really knew what he or she was doing (not always the case), then you get a pretty solid experience of the material. But I don’t believe this to be true any more.

I say this even though I still believe that online training has a lot of advantages. I believe that for both the business owner and the client, a live workshop should be part of the mix.

As a presenter/business owner, it would be very prudent of you to have both

Despite the enormous expenditure in terms of time and money — not to speak of energy, we continue to have workshops at least once every two years. To host our live workshop takes about a month of travel, a month of planning and at least a month of recovery time. That’s three whole months in a year.

In that same amount of time, I could host 2 to 3 online webinars, maybe even do a couple of courses and generate revenues far exceeding what I would earn in a workshop.

Even so, the workshop experience is what draws loyal clients to us on a consistent basis

A client who has done a live workshop with us ends up buying far more product and doing as many as 3 to 4 courses (remember our courses are not cheap).

This is because they get to know us at a granular level rather than through some online delivery system. This increases the trust many times over. In comparison, someone who has just read our material or done an online course, is still likely to buy quite a lot of product/and do an online course. But they pale in comparison to the people who have met us in the flesh.

And this is why I always suggest that you do live workshops

For Psychotactics, the workshop is probably the most expensive way for us to generate our income. It is also the tiniest revenue generator (often less than 2-5% of our income), and as I suggested earlier, sucks up a ton of time. Even so, we will continue to do the workshops because it is advantageous for us as business owners.

We will also continue to do a lot of online courses—and you have to treat them as a mix. You don’t want to get rid of the online experience or the offline experience. They both serve completely different purposes.

The offline experience is the harder road to take

This is the road that most of us do not want to take.

Take the road less – trodden and you will see for yourself that the results far exceed your expectations. Those four walls may not seem like much to you and me.

But they make a difference — an enormous difference.


Next Step: Links you should visit

1) Are you interested in taking your online business to the next level? Then you must have a look at 5000bc.

2)  Do you feel like banging your head against the wall when writing content for the important pages on your website?
Introducing: How to write compelling content for your key web pages. 


Top Selling Products Under $50

Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done

New! Critical Website Components: How to write compelling content for your key web pages
Free! Excerpt of The Brain Audit: Why Clients Buy And Why They Don’t 



Black Belt Presentation Series: How to completely control the room-without turning anyone off?

Online Membership Website: How To Build A Powerful, Community-Driven Membership Website


Next Step: To get more Psychological Tactics
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Why You Really Need To Step Away From Work

Step Away From Work

When do you get your best ideas?

No, not in the shower.

You get them when you’re not at your computer

Sit back and think about all the ideas that changed the direction of your life. And think of where you were at the time. Nope, still not in the shower. You were somewhere on the road, somewhere deep in conversation with someone or lost in a book.

So why don’t computers work like they should?

That’s because computers tend to be output machines. When we deal with computers we’re rarely getting input. Think of all the things you do at the computer: You write articles (output), you answer email (output),  you respond to Facebook/respond to blog posts (output), do illustrations (output)—and that list goes on and on. Yes, sometimes you may watch a video or listen to something that’s input based, but for the most part, your computer is in input mode, and you in output.

When you leave you computer, you move into input mode

I do my best to sneak away from the computer and get into input mode. Like right today, right this moment, I need to plan the sequence of what needs to be done for one of my books. I need to think the sequence through and it’s not like I can just output what’s on my mind.

So I take a trip to the cafe. I sit down and then I let two hours pass while I doodle my way through my plan. It’s not like I have a plan, but the plan unfolds. As I sit, the plan takes on a different dimension.

More often than not, my wife, Renuka is with me. And we discuss issues. Now we have the input of two brains, not one. All the great ideas, the ones that have given us the greatest peace of mind, the ones that have earned us the most money, the ones that make our lives wonderful—not once was I sitting at the computer when it happened.

But what if you’re busy?

Well, today is crazier than most. I have a dental appointment, two articles to write, a book to complete, audio to be recorded, my niece needs to be mentored all afternoon (and evening).

Well, let’s just say it’s a busy day. And yet, I will force myself to find two hours to sit at the cafe. The trip to the cafe clears my mind, and then I’m in input mode. I think, I write, I doodle. Gosh I love my computers to bits, but it’s amazing what a piece of paper and some free brain time will do for you.

Getting away from the computer gives us input time—time to get our own thoughts together.

Then it’s Mac time smiley


Next Step: Links you should visit

1) Are you interested in taking your online business to the next level in 2014? Then you must have a look at 5000bc.

2) FREE! Read the entire first chapter of The Brain Audit now.

3)  Do you feel like banging your head against the wall when writing content for the important pages on your website?
Introducing: How to write compelling content for your key web pages. 


Top Selling Products Under $50

Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done

New! Critical Website Components: How to write compelling content for your key web pages
The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)



Black Belt Presentation Series: How to completely control the room-without turning anyone off?

Online Membership Website: How To Build A Powerful, Community-Driven Membership Website


Next Step: To get more Psychological Tactics
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