What was the last luxury purchase you made?
Something you didn’t need… but you wanted. What was it that triggered the purchase? What made you feel good about buying?
Was your purchase a reward for a specific achievement? You see, I’m a big believer in rewards for hard work because they encourage me to work harder. I call these Success Objects.
My purchase decision for a Success Object looks something like this.
In this scenario, the only thing a brand can do to influence my decision is make me want the Success Object way before I actually buy it.
The actual trigger for my purchase is nothing to do with them.
That’s not much help if you want to build a business, right? After all, you want to know how to influence a purchase decision so you can make money on demand.
This could be a book, an online course or a live workshop to help you in your job, to help you with a hobby or to build wealth. The price in this instance is irrelevant. What’s more important is the process that you went through to feel good about buying.
Because you have the same skeptical brain as your customers. If you can recognize your own fears and doubts before you make a purchase and what someone has to say to make you get your wallet then you can do the same for your customers.
So, let’s say you want to invest some money. What are you going to do? The one thing you know is that you can’t just leave it in the bank because inflation is eroding your money.
So what do you do?
Do you put it into a mutual fund because a friend told you to? Do you put it in a pension because that’s what everyone does?
Or do you buy a book on investing?
If I was going to buy a book on investing I’d want one by Warren Buffet. Why? Because he’s the most famous and most successful investor of our time.
Would I buy a book by Ray Dallio? No! Because I’ve never heard of him.
Would I buy a book by Tony Robbins? No! Because he’s the motivation and achievement guy, right?
You see, the stories that we know about “gurus or experts” influence our buying decisions.
What investment books did I buy?
I bought The Intelligent Investor by Benjamin Graham because of this quote from Warren Buffett “By far the best book on investing ever written.”
That one simple sentence was what swayed my buying decision. Why? Because of the story that I’d told myself about Warren Buffett.
I’m ashamed to say that The Intelligent Investor has been on my book shelf gathering dust for years.
The books on investing that I’ve ready are buy Tony Robbins! What changed my mind? A recommendation!
First I read Tony’s book Unshakable because of a recommendation by the internet marketer Jeff Walker.
Why would a recommendation from an internet marketer make me get my wallet? Because of the story that he told. Before Jeff started teaching people how to start a business he wrote a stock market newsletter. So it’s safe to say that he knows a lot more about the titans of investing than I do. Jeff reeled off some names that I’d never heard of with their achievements (talk about massive social proof) and said that their investing secrets were reveled in Tony Robbin’s new book.
That was it! That was all I needed to get my wallet and buy the book. A good story.
But that’s just for a low-priced product, right? Does this work for higher priced items?
You see, the secret to selling anything is to create trust, tell a true personal story, make an irresistible offer and help fulfil a burning desire in your customer.
The sales process always starts with earning the trust of your customer and the fastest way to earn the trust of your ideal customer is to tell an inspirational personal story.
Stories make you memorable. Stories make you unique. Stories give you a competitive advantage that no one can steal.
Stories arm your prospect with the tools to defend his purchase decision from the doubters in his life… and himself! Only if… they are short, memorable and emotional.
That’s why storytelling is the key to your business growth!
How do you tell your inspirational personal story? I’ve outlined my simple 5-step storytelling process in a previous blog. This click this link to read it now: 5 Simple Steps To Tell A Thrilling Tale
To make your customers feel good about buying you need to tell an inspiring personal story that makes them believe that they can change the quality of their life with your help.
Once they believe that they can change the quality of their life with your product, your consulting, your mentorship or your workshop then all you have to do is tell them what to do next.
This is how you get past your customers fear and doubt and emotional resistance to the sale. This is how you carry them across the decision-making wasteland and on to the promised land of a better life.
So start telling your personal stories of struggle and success. Tell them in a relaxed conversational way like they are sat across from you and watch the difference it makes to your business income.
If you found this useful then please leave a comment below. If this can help someone you know then please share it with them.
P.S. If you’d like to turn your expertise into a highly profitable business then you need my new book: How to turn expertise into cash.
The book shows you how to use my simple 5-step system to turn expertise into cash. With this system, I’ve made £672,989 in just 9 days! And you can too when you know how. So, click the link below to grab your free copy.
Roland Eva is a copywriter and marketing trainer, mentor and consultant.
For the last 5 years, Roland has helped authors, coaches, mentors and trainers in the property and business opportunity markets to fill seminars and sell high-end programs ranging from £1,000 to £6,000. Many campaigns have made over £500,000 in just 9 days. Roland has done this through what he calls value first marketing. Value first marketing builds trust by giving upfront value, before giving your community the opportunity to work with you further.
Roland’s marketing journey began when he lost his first business, a photography and graphic design studio. The pain of watching his business die slowly motivated him to discover a proven system to find your perfect prospect, earn their trust through value first marketing and persuade them to buy, by telling true stories that inspire people to change their life.
Today Roland’s mission is to prevent every business owner from suffering through the same pain as he did. Roland wants to take them on the ecstatic ride that comes with having a proven system to turn leads into customers and expertise into cash.
As a consultant, Roland works on a no win, no fee basis so you don’t risk a penny. As he says this makes the cash register ring or it’s free, simple as that!
To contact Roland please email him on: Roland@RolandEva.co.uk