Yesterday I was on the phone with a potential client. He has a very unique product (nothing to do with marketing, biz opp, real estate, weight loss, or anything like that) — and due to the nature of the product, he expects it will be quite viral.
During our conversation, he told me his overriding belief (modified slightly to maintain anonymity) was that, “When people know we exist, they’ll [buy].”
He also said that he had no interest in educating the market because he isn’t in the business of growing the market. He is in the business of getting hungry prospects within the market to convert to his product.
This is all very smart. The best markets to be in are hungry markets. Your only job then is to persuade your prospect to buy your product instead of the other guy’s.
But here’s the big question: Is it enough to just let people know you exist? Is that enough to convert prospects into customers?
Perhaps.
If you’re value proposition is sufficiently unique, you might get away with it, at least for a little while.
But at some point, I think you’ll find that “letting people know you exist” isn’t going to cut it. Your going to have to sell them, show them how you’re different, and — most importantly — give them a reason to buy.
At any given time, there is a segment of your list (or your prospects) who are already sold. The only thing they’re waiting for is a reason to buy. So give it to them!
You can create good reasons to buy around:
- Time- or quantity-limited sales.
- Compelling stories.
- Once-a-year events.
- Newly updated or upgraded products.
- Breaking news.
- Product launches.
- Or a combination of the above, etc.
Example: There was a copywriting course I had been intending to purchase for about a year. What held me back? Nothing, really, other than I didn’t have a compelling reason to buy right now.
I wanted the course, but my perceived need wasn’t urgent. I figured I could wait.
But when the product creator threw in a limited number of bonus gifts… and reduced the price for a couple days… I jumped on it. Funny thing was I was already sold. I didn’t even read the sales letter. I was just waiting for a reason to buy. And he gave me one.
The same situation holds true in every business in every market. There are people right now who know you exist, they’ve already decided to buy — but they’re not buying!
Your job: Give them a reason to buy now.
-Ryan M. Healy
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