Yes to making a purchase.
Yes to subscribing to your email list.
Yes to your company instead of your competitors.
But in the quest to get people to choose our businesses, we tend to focus a little too much on getting a Yes. What you really need to do is to figure out why they are saying No.
Discover the reasons people turn down your offer and you can unlock secrets to better marketing and more sales.
Of course the possibilities are practically infinite…
Maybe you’re asking for too much money.
Maybe they just want free shipping.
Maybe they feel loyal to another company and think they are satisfied.
Maybe you have bad breath…
Specific reasons why someone rejects what you offer will vary widely from business to business. However, there are some key concepts you can focus on, which relate to all of us. Believe it or not – your asking price isn’t one of them.
1. You Don’t Understand Their Fears
People are often afraid to part with their hard-earned money.
We’ve all experienced buyer’s remorse. It’s that sinking feeling you get when you purchase something and then suddenly realize you’ve made a terrible mistake. Make a few of those bad decisions and anyone would be come a skeptical customer who constantly worries about what could go wrong.
What you need to do is determine a way to eliminate your customers’ fears.
Zappos did this by offering free shipping both ways on shoes.
Remember when people first started shopping online? The problem everyone worried about was how you couldn’t see or hold the product before you bought it. When you go shopping for shoes, you always try them on first, right? Buying shoes online is pretty big risk.
Zappos eliminated that fear – and the risk – by offering free shipping both ways. Now customers could send back shoes that didn’t fit – or even shoes they simply didn’t like – without being afraid of having to pay extra.
2. You Have Them Thinking Logically Instead of Emotionally
Nobody is actually looking for a reason to say Yes to your offer.
They’re actually looking for a reason to say No.
The best way to make customers stop thinking this way is to appeal to their emotions rather than their logic. The logical, left-side of your brain is weighing the options, calculating risks and bringing up all those fears. The emotional right-side of your brain just wants immediate satisfaction.
You need copywriting that connects with prospects on an emotional level. Make them laugh. Make them cry. Inspire them. Get them thinking about the people and things they love. Show them how choosing your business will make their lives better. Then you’ll win them over.
3. You Aren’t Asking the Right Way
We all know you have to ask for the sale if you actually want to make the sale. But how you’re asking could be the reason you aren’t closing as many deals.
It can be pretty amazing how making small changes in your calls to action can change your conversion rate.
Content strategist Gregory Ciotti wrote an article for Copyblogger examining the psychology of converting customers.
Ciotti explains how researchers from Carnegie Melon University discovered that response rate increased by 20% after changing just one word in an offer. That word was small…literally!
The copy was changed from “a $5 fee” to “a small $5 fee.” That was all it took to convince customers to say Yes.
Another example of how the words you choose have a psychological effect regarding price is using “As Low As” versus “Starting At.”
They mean the same thing. Yet when people read “Starting At” they tend to think the price can only go up from there. However, the words “As Low As” tend to make prospects think of the lower price as more of an opportunity.
4. You Failed to Answer Their Questions
Today’s consumer does a lot of research before they make a purchasing decision. You should assume they have questions about the product or service you provide.
You need to be the one providing the answers. That’s the secret behind an effective content marketing strategy.
Someone who needs a new roof wants to know what shingles are going to be the highest quality at the most affordable price. If you’re a roofing contractor, you already have the knowledge to give potential customers the information they’re seeking.
You could offer your opinion in person when you give them your estimate. The problem is…people are suspicious. They’ll wonder if you’re trying to upsell them.
On the other hand, when they do the research themselves, people feel as if they are the ones who made the decision. It doesn’t matter if it was the same opinion you would have given them face-to-face. By answering their questions in the form of valuable content, customers and clients get more knowledge and control.
Plus, they are much more likely to view you as a trusted expert. So they’ll appreciate your opinion instead of questioning it.
5. You Haven’t Asked Them What They Really Want
It’s a simple concept that’s often ignored.
You can spend all the time you want looking at heat maps, analyzing your website analytics and split-testing until your brain melts. While there’s nothing wrong with all those tools – there’s no substitute for going directly to your audience to ask for their opinion.
Make the most of social media and stay in contact with customers and clients. Besides using it to build relationships, use social media to start a conversation and find out what could make your business better.
Taking surveys is another great way to understand what your target demographic is really looking for, and what holds them back from saying Yes.
If you have an ecommerce store, or just want to improve usability on your website – I recommend using something like UserTesting.com (not an affiliate link). It gives you audio recordings and video of real people using your site while trying to complete a specific task. Users will talk out-loud, expressing their questions, concerns and frustrations.
What’s great about something like this is – instead of just data – you actually get to hear and see what people do on your website. You end up getting very useful feedback that will open your eyes to changes you can make to increase conversion.
If you want to do it on your own, just find some friends who aren’t extremely familiar with your site. Watch and listen as they try to complete a specific task – like finding a certain product or going through the checkout process. That way you can also ask them what they think would work better or make them happier.
Just remember – you’ll never know if you don’t ask!
Kasey Steinbrinck is co-founder of Copyjuice Media and he wants to find out what you want to learn about content marketing. He specializes in copywriting and content creation for better small business SEO.