How to Remove What Blocks People from Buying from YOU
Put on your empathy glasses and discover the mindset of an ideal customer.
Listen to the words in this famous marketing quote by Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
Marketing and running your business is overwhelming!
It’s easy to fall into the trap of marketing your drill. The solution your product, service or event offers.
It’s heart-breaking when small business owners ask me for help promoting something they’re marketing. I realize they’ll trying to market their solution.
Remember the words in the quote. People don’t want to buy your solution.
What’s the main reason people are motivated to buy?
What else blocks them from buying from YOU?
Finding out WHY people are motived to buy begins with your customers.
If I could create a video storyline for your business –who would play the role of your ideal customer?
Reflect what that character would say, think and believe about their problems, frustrations, goals and desires.
That’s what I’m going to do for my friend Chris. I’ll be the ideal customer for his hypnosis services.
We’ll model two goals for you as we simulate getting ready and having a hypnosis session.
1) To remove the marketing trap for Chris.
2) To address the blocks his customers have about his services.
The Real Reason People are Motivated to Buy
Chris, I think you’re trying to market your drill. Your solution.
As your potential customer — hypnosis services is your solution. But that’s not what I’d pay money for.
What I really want help with is achieving my end result. To become more confident at speaking on video.
What are the most common end results your business helps with?
-Quitting smoking, anxiety, weight loss, phobias.
Those are powerful for people to stop or achieve.
If I’m searching on Google or YouTube –I’d type “How to become more confident on video” Nothing to do with hypnosis.
What could your blog or video be called to help me find it?
-How hypnosis helps you become more confident on camera.
I’d definitely read that!
What other topics might you come up with to address other top end results?
-5 ways hypnosis helps curb sugar attacks so you lose weight. How hypnosis stops your nicotine craving.
Now those topics would help potential customers find your services and address their end result!
Dialogue Removes Blocks for Why People Don’t Buy
Chris, it sure looks like the people who’ve been hypnotized have been drinking.
-Yah, I’ve watched performances where people dance like they’re intoxicated in front of a crowd. I perform stage shows so people are aware of how I can help with their problems. Good luck getting their trust after making a fool of themselves in public.
-Problems like fears or anxiety are harder to get people to trust a hypnotist for than quitting smoking.
Good to know.
I’m certified by my professional college. Curious about your credentials for hypnosis, Chris?
-I’m licensed and certified with the national guild of hypnotism.
I see. Does every hypnotist have this?
-Because it’s an unregulated field -people do practice without any formal training or credentials.
Helping Customers Trust You by Visualizing Your Services
Coming out of a hypnotic state, I’m curious to see how talking on video feels.
Speaking into the video camera...
For potential customers who are watching –they’ve been deceived by what other business owners told them. They’ll trust watching someone experiencing your services over what you tell them about your services.
Looking at Chris… It seems easier. How a jolt of confidence might feel!
-And no negative side effects?
I’m not focused on what I sound like.
Yah, I could get hypnotized before every video.
-Thinking about when you spoke into the camera after being hypnotized –what would you rate your speaking confidence as out of 10?
I’d rate it as an 8.
As you move from marketing your drill, aka your solution to addressing the end result you help with through whatever you sell –people will buy from you.
Keep in mind, potential customers trust they’ll receive similar results from watching another customer over what you tell them. Consider video recording their experience using your services or product.
Grab a pen as its interactive. You’ll plan for creating your video storyline.
Who shall play your ideal customer?