A lot of strategists teach marketing techniques that rely on pressure, scarcity, and coercion.
These tactics might work to some degree, but at whose expense?
Marketing can and should be more equitable. It's possible to sell (and profit!) without harming others. We can do this by EMPOWERING consumers to make wise, joyful decisions for themselves. Here's how.
ANTICIPATE QUESTIONS
During the "window shopping" phase, customers already have an idea of what they want. Now they're deciding between brands and asking lots of questions to see which offer is the best fit for them.
Diligently keep track of the Q's you hear about your offer's inclusions, pricing, expected results, etc. Don't just assume you know what your ideal customers are thinking. Look at the actual data!
CULTIVATE TRUST
Answer those Q's clearly in your marketing content to build credibility. Hiding or withholding important info robs consumers of agency, which makes them anxious and less likely to purchase.
Although this hesitation is VALID and FIXABLE, many marketers feel frustrated that people aren't ready to buy and decide to use pressure tactics as their Hail Mary... completely missing the deeper issue.
LEAD TO THE SALE
After giving your customers more information to satisfy their questions, they'll feel safer with you and more enthusiastic about your offer. If they don't purchase at this point, it's not necessarily a reflection of your marketing skills.
It's more likely that your offer is not the right fit for them (this is a GOOD thing - it means you've prequalified your leads), they aren’t ready yet, or they need more EDUCATION to understand why they need your offer.
The bottom line?
Creating marketing content that EMPOWERS instead of robbing a customer's agency will result in more qualified sales that feel good for you AND your clients, and stronger referrals going forward.
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