People are a bunch of Nervous Nellies.
At least 80 percent of your job is simply convincing them to buy in the first place, and if you don’t re-assure them of what comes after they throw down their hard-earned money, their minds will start to wonder if they’ll get it at all (whatever “it” is), whether or not the transaction was complete, what they need to do next, what they should expect… and more.
Your job as an online merchant isn’t to add to the customer’s anxiety. It’s to remove as much of it as possible.
To make them feel as cozy as you do snuggled up on your bed with a warm hot chocolate (with 7 tiny marshmallows) and a good book, with your phone in reach but not too close, wrapped up like a mummy (or a caterpilar in a cocoon may be a more pleasant image) in that warm blanky (yes I said blanky) that your grandma knitted you last Christmas that’s just a little itchy but you love it anyway – cuz Grandma.
Think about it like this…
if every single time you hit the shopping cart you feel anxiety, how many more times will you spend money with that person/business?
It has been said “a confused mind doesn’t buy”. Well, neither does an anxious or nervous mind. (People take prescription pills for anxiety, so you definitely don’t want to be associated with THAT – well, unless you sell prescription pills but I don’t think that’s legal on the Internet.)
Your job is to make them feel totally comfortable with doing business with you.
So here’s what to do…
Tell people exactly what to expect once they hit “buy”.
Tell them BEFORE they hit the buy button. You’re going to click this button, and the screen is going to look like this (show the image), etc.
I see a few people doing this now and it’s great. But it’s only half the story, because what happens on the next page is the critical factor between Stage 1 Buyer’s Remorse and a Content Customer.
And it’s just 4 little words…
Sure, say “thanks for buying” and remind them of the company name they will see on their credit card statement (if you’re not doing this, you’re also missing the mark).
But use these 4 little words, and it will make all the difference. Besides, they are already thinking it anyway. So get into their conversation and provide some relief to their nervous mind.
What are those 4 “magic” words?
“Here’s What Happens Next…”
(No, I’m not telling you “here’s what happens next” – those ARE the 4 magic words.)
Tell them what happens next. Every single step, so they know what to look for. Nothing should be left to chance here, folks.
(I recently shared this in my private Profit Coalition Mastermind group to a roomful of “oohs” and “ahhs” and a standing ovation – minus the standing ovation, but you get this idea. Well, one guy stood up but it was because he really had to go pee and had been holding it for a while. Not “it” – the pee. Perv.)
Bottom line: people are afraid
We are largely a fear-based society.
And it’s a proven fact that the majority of people would rather avoid pain than pursue pleasure. Them NOT buying because they are unsure is them avoiding pain. They would much rather avoid the pain of (insert whatever fear-based thing might happen) than to enjoy (insert whatever joy your product may bring).
So, you gotta keep in mind many people are already scared to buy online. They read every day about Identity Theft and Internet Fraud. It’s on the news. The (so-called, but don’t even get me started) Better Business Bureau even tells people “buy with credit cards instead of cash so you can dispute the charges later”. (Are you serious?)
When you care enough to go that extra step, above and beyond to make the buyer feel as comfortable as possible, it makes all the difference in the world to them. It could be the difference between a one-time buyer and a customer for life, because it givens them the choice to experience joy. Maybe for the first time all day (or for years).
Because, after they buy, what happens next is totally up to you…
Below is an actual example you can use so you can see what it may look like. Notice the DON’T PANIC line… I have found this to be extremely effective also (cue minor stroke of brilliance and a hearty TA-DA!)
Lee CollinsAir Force veteran and former corporate VP, Lee Collins started marketing online in 1999. He is best known as an early pioneer of Direct Response Marketing on the Internet, but also gained recognition as the creator of Hybrid Marketing and Repeat Profit Systems. When Lee isn't helping his clients solve million-dollar marketing and systems problems, he enjoys time with his wife contemplating by a campfire, exploring a mountain or desert trail in his Jeep Gladiator, or planning their next epic BBQ roadtrip.
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