We are in business to help our clients get results. While we create many free resources like this podcast, this newsletter, or just blog posts like this, there’s also a place for paid courses. But it’s when selling courses that course creators struggle. In reality, we only need to help clients buy our courses. This is not the first time I’ve written on this topic. You can read this post I published last month and the one that I just published yesterday.
If I’ve written on this topic twice, why a third one? In the first post, I focused on the two forces that clients are exposed to when buying. And in yesterday’s post, I tried to simplify the psychology of buying. But today, I want to focus on the specific tools you should use in your sales letters, emails, ads, and other materials to help clients buy. So what are they? Let’s dive right into the deep end and examine why clients buy (and what you should do to help them).
1. They Feel Understood
Someone once said something, and let me try to paraphrase. Clients buy from you when they feel like you articulated their problem better than they ever could. They tend to think that if you could articulate their problem better than them, you perhaps have a solution too.
Before purchasing, clients seek solutions that address their unique challenges and aspirations. Conducting in-depth client interviews and identifying their desires, pain points, and goals. And when you tailor your offers and your messaging to address their desires, they feel understood.
2. Your Offer Positioning Worked
We talked about this briefly in my first post on this topic. Simply put, positioning is the angle you take to solve your client’s biggest problem. When you do it in such a way that it aligns with their desires or pains, you have taken a position in the minds of your clients. They now think of you and your offer in one of two ways:
- You are the best solution to their biggest problem, or
- Your solution is the best way to get the results they desire
Effectively positioning your products or services is key to capturing your client’s attention and interest. Sprinkle your uniqueness, and you can now own a segment of your audience.
3. The Course Pricing
Pricing is another topic I’ve written four posts just in the past week. Be sure to check them out. In the first post, I discussed why you should stop focusing on your pricing (yes, you heard that right). In the second post and the third, I discussed twelve pricing strategies. And in the fourth post, I shared 101 pricing models to inspire you to pick one for your course.
Why publish four posts just on pricing? Simply because it’s an important topic that can help your clients buy. Transparent pricing instills trust in your clients and reduces uncertainty during the buying process. When you present pricing options clearly, avoid hidden fees or surprises that could lead to distrust. Justify the value in your pricing by demonstrating the benefits and outcomes clients can expect from their investment.
4. You Offered the Right Payment Options
One of the most underrated factors of a sales process is payment. I write about this in this post on pricing and payments. It often gets eclipsed by pricing and somehow misses the focus it deserves. Because when done right, the right payment options can move clients toward the purchase.
Different clients have different preferences when it comes to payment methods. Offering various payment options accommodates a broader range of clients. Is your price too high? Give your clients payment options. Do they want a cheaper option? Show them the lower tier.
5. You Made Buying Easy and Simple
All you need is their credit card to charge. If there’s something else you need, get that. But nothing more. You don’t need their shipping address unless you’re shipping them something. You don’t need their phone number unless you plan to let them text you.
When clients click the buy button, they magically expect to land inside your course or membership area. Streamline the buying process by minimizing form fields and reducing friction at every stage. Also, consider implementing one-click purchasing for upsells as it helps significantly improve the user experience and encourages quick decisions.
6. They Saw Social Proof (and Referrals)
Clients always look for quick help to click the buy button. And one of the ways to help them is by showing them what others have to say about your courses and membership.
Social proof is a powerful tool in influencing purchasing decisions. Displaying positive customer reviews and testimonials builds credibility and trust in your offerings. Encourage client referrals and word-of-mouth marketing to expand your customer base through satisfied clients.
7. You Used Scarcity and Urgency
Just when your client is about to click the buy button, they get a phone call. Maybe it’s someone at the door. Distractions galore. And the only way you can get them back to clicking the buy button is by implanting a bug inside your clients’ heads.
The fear of missing out can be a potent motivator in driving sales. Create limited-time offers and discounts to create urgency among your clients. Utilize countdown timers and exclusivity to add a sense of excitement and exclusiveness to your promotions.
8. Your Clients Felt Richer, Educated, and Informed
“If you give so much for free, what could you give me if I paid you for this course…” This thinking works consistently in building trust and confidence in clients.
Educational content and resources can be pivotal in guiding your client’s decision-making process. Establish yourself as an authority in your niche by offering valuable insights and knowledge. Addressing client objections and misconceptions through informative content helps build trust and confidence in your offerings.
9. You Nailed Their Objections
Objections are like speed bumps on a race track. Helping remove these speed bumps lets your clients zip down the race track from the headline to the buy button.
These objections can sometimes be about pricing, and sometimes it’s about themselves and their ability to complete your course or derive value from it. Just address them, and your customers happily whistle away with their newest course purchase.
Time to help your clients buy
Buying is a deep psychological process. I hope this post gives you enough to fix your sales letter or email. If there’s something you have used to help your customers buy, let me know. Drop a word in the comments and share them away.
To your prosperity,