When I’m in London, I travel between meetings on the back of a motorbike taxi. I use them because the journey times are quicker and more predictable than my other options. I don’t choose them because “it’s a motorbike”.
Also, my company chose our IT service providers because they could free up our time; not because “we do IT”.
And we selected our accountant because he could help us grow our business; not because “he is an accountant”.
You see, when we buy things, we aren’t interested in the things. Instead, we’re interested in what they give us. Or, as I call it, the afters — why we’re better-off after buying.
Weirdly, we often don’t realise we want these afters. For example, I imagine you recently bought a newspaper, thinking you wanted a newspaper. You didn’t. You wanted the news. Glasses? Better sight. Toothpaste? Clean teeth.
Smart companies use afters to persuade us to buy. For instance, Kodak doesn’t sell by discussing their photographs; they talk about preserving our memories. Disney doesn’t sell by focusing on their cartoons. They talk about making our dreams come true.
So when you want people to buy-in to your messages, what do you focus on? Your ideas? Initiatives? Proposals? Research? Yourself?
Or, do you focus on why others will be better off afterwards? The time you save them. Or the costs. Or the hassle. The fact you reduce their stress, grow their business, help them look good to their boss… Now, those are great reasons to buy-in.
So, engage others instantly by beginning with their afters. This can be hard to do — after all, you are passionate about what you do. But I would never have chosen a motorbike taxi if some motorbike enthusiasts had spent ages telling me about their motorbikes.
People will never buy into your content unless their afters are crystal clear. So next time you’re looking for quick buy-in, start by explaining why the other person will be better off afterwards.
Andy Bounds is a communications expert, speaker and the author of The Snowball Effect: Communication Techniques to Make You Unstoppable. You can sign up for his free weekly tips here.
You can read more about Andy’s approach to sales here: No more fears — selling made easy
Emails are the lifeblood of your communications.
That is all your email has to do.
It doesn’t have to close the deal. It doesn’t have to take the payment. Leave that for your website to do.
Then your reader has the option whether to click on the link and take it further or just consume the information you have provided.
To test the sort of content that is right for you, call a couple of prospects or clients and give them the information you want to send in an email. If you find your hands going clammy at the thought, then perhaps your message is not right at this time.
People will buy when they are ready to do so. There is nothing you can do to get them to buy quicker or differently to the way they will do so. It is your job to understand how your prospects buy and map your communications accordingly. A couple of things will happen – less of your emails will be found in the spam box and the number of sales will increase.
To heighten an experience you can create expectations and/or you can condition the experience.
It adds to the “sizzle and the steak”.