In this episode, we’re going to go back to marketing fundamentals. I’m going to give you three reasons why people don’t buy, and how to improve these three areas to make sure it’s inevitable they buy from you.

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Big Ideas

When Things Don’t Go as Planned [0:32]

This came from a discussion that happened during the TRIBE Mastermind. Somebody had done a promotion or a campaign for their membership, and it didn’t go according to plan. They still experienced success, they still had people sign up, but they were hoping for a better result. So, what do you do when things don’t go as planned? There are many things you can do in a launch or campaign. And just because it doesn’t go according to plan, it doesn’t mean the whole thing is an entire failure.

In this episode, I want to take a high-level overview of why people buy or don’t buy. As I look to create and craft future campaigns and promotions and launches, I always keep these three things in mind.

They Don’t Trust You [3:57]

The number one reason why people will not buy from you is that they don’t trust you. You could be saying that your product is the greatest thing since sliced bread, they just don’t trust you and they’re not going to buy from you. So, how do you increase trust? You have to focus on elements that add credibility and showcase authority. You could do this by showcasing the names of people you’ve worked with, if there are names of people that your audience would recognize. Or you could do it by showcasing the number of people that you’ve worked with. And more specifically, you can speak to credibility and authority by showcasing the results that people have achieved from working with you.

This is why I’m a huge fan of stories. Some people will say to me, that’s great for you because you have thousands of stories that you can pull from. But guess what? When I was getting started with TRIBE specifically, I didn’t have thousands of stories that I could work with. Every single one of us starts from somewhere. It starts with that first story.

If you’re struggling to find a story to share with the world, then go and start working with somebody, just one person, even if it means working with them for free in exchange for the story of transformation. That story creates more credibility and authority than anything else. This is also why I talk about having a long runway leading up to any type of launch because the longer the runway, the more opportunity there is for you to create trust and develop that relationship.

They Don’t Trust Your Product [7:1]

The second reason why they won’t buy from you is that they don’t trust your product. They may trust you as a person, but they may not trust your product. You’ll hear people say, “Yeah, that’s great for that person in that market, but it won’t work in my market.” In marketing, we call this the Special Snowflake. Everybody has a unique situation, but in marketing we have to show people a variety of stories. If we only show one type of story of one type of person and one type of market, of course, people are going to come to that conclusion.

Some people who might listen to this episode might say, “Stu, I don’t have the variety.” My friend, you start with that first story and you build from there. Isn’t that amazing that your success is dependent on the results that you help people get? So, just double down your focus on helping people get results and look to work with a variety of people in a variety of different markets.

They Don’t Trust Themselves [10:01]

The number three reason they don’t buy is because they don’t trust themselves. This one’s going to take a little more work to unpack because people have their own limiting beliefs and sometimes, they’re buried deep in their subconscious. They’re not even consciously aware of the things that are holding them. So, how do you overcome that? The best thing you can do is to help them experience progress during your actual launch or campaign.

This year during our TRIBE launch, we had phenomenal success, because the year prior we did something by accident that worked like gangbusters. We taught a little segment during our launch about the founding member launch. It’s a super simple way to be able to gauge the market, put the idea out there for your membership, and immediately see interest. People started to put it into action and they immediately started to experience results. And because we saw that it worked, we realized we needed to amplify that. So, we taught in a bigger way this year, more people put it into action, and more people experienced progress during the actual launch itself. And because they started to experience progress, it created trust that they could do this, that they could follow the instruction, the ideas, and they could make this happen for themselves.

So, whenever you can, if you can help people experience progress during your actual launch or promotion, it is incredibly empowering for people who are watching you, listening to you and are thinking about buying from you.

Memorable Quote

“The longer the runway, the more opportunity for you to create trust and develop that relationship.” – Stu McLaren

“Do more of what works, less of what doesn’t.” – Stu McLaren

Resources

Marketing Your Business podcast
TRIBE Mastermind
Holly George Website
Stu McLaren Instagram

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