What makes you buy something?
What shifts you from doing what you have always done and doing something new?
Inertia is our biggest competition. The resistance to change can stop your prospect from purchasing your offering.
Inertia is hard to shift and is the biggest enemy of any business.
Yet rarely do we consider this when we create our marketing plans. We may consider what the other people offering similar goods and services to us may be doing, as we can tangibly see them as the competition but rarely do we consider inertia.
To move someone from inertia to purchase you must help them solve a problem. The bigger the problem, the more likely they are to change their behavior and buy.
People don’t buy your features; they buy solutions to their problems.
When you view your marketing materials are you selling features or solving your prospects problems? Do you know what their problems are?
Here is a simple way to shift your messaging to be more solution focused:
1. Imagine your prospect.
Really imagine them – who are they, where would they live, what do they do, what car would they drive, what happens in their lives?
I know you are making this up, but I have a hunch you will get pretty close. And painting this portrait of them will help you with the next step.
2. What keeps them awake at night?
Now you have a better idea of who your prospect is, consider what would keep them awake at 3am? Is it an inconsistent flow of customers, or worrying about having enough time to do their VAT return or maybe it is booking this year’s holiday.
Think about the problems that they may have related to your offering. And write them down, as many as you can.
3. Solve Them
People buy solutions! Think now, how what you offer can solve their problems that you have listed out above. Use their language and talk about the difference your product or service will make to them.
Now you have a list of solutions that your prospect can buy. Understanding their problems and providing a relevant solution will start to move them from inertia to purchase.
I would love to know what solutions you have offered to solve the problems of your clients – let me know below!