The Second Reason Why Customers Don't Buy by Sean D'Souza

Anna was mentally drooling as she scanned the brochure. She'd wanted to study Spanish since she could remember. And for the first time ever, the stars seemed to be aligned in exactly the right position for her to learn the language. She had the time. Money was 'nooo problemo.' She sure had the willingness. But as she scanned the brochure sent to her by the Spanish Institute, her pencil-thin eyebrows furrowed. Her face muscles tightened. Her brain screamed the dreaded 'M' word out loud. Maybe. Maybe. Maybe. How did a red-hot prospect like Anna turn into a cold-fish despite so wanting to buy? What single trigger had forced her to postpone a sure-fire decision? As a marketer, you must understand this powerful psychological trigger or you'll be leaving behind whole chunks of almost guaranteed profits. So what's the secret of the Second Reason? I'll tell you in a minute right after you read this important paragraph below. ********************************************************** Important Note: If you want to immediately boost your marketing results and don't want to wait forever, read the testimonials below and judge for yourself. If you've been putting off the decision to get the Brain Audit, you'll kick yourself when you read the testimonials and realise how much you've been missing. 'I've been using the Brain Audit strategy for the subject lines of my e-newsletter. When I take the time and carefully craft a good subject line (headline) according to Sean's rules, my open rate consistently goes up by 24%. When I get sloppy, the open rate drops back down again.' - Pam Bryan, Professional Business Coach 'In the 18 months since I first discovered the Brain Audit my online income has more than doubled, my public visibility in the textile art world has grown and I receive twice the amount of visitors. My confidence in achieving continuing online sales and publicity for my artwork is strengthened.' - Rose Rushbrooke, Artist These are live examples of customers that have used the simplicity of the Brain Audit to dramatically improve their business. You can do it too, just like they have. Plus there's the very exciting bonus of the Brain Audit Rip when you buy the Brain Audit Power Pack. This bonus isn't just your run-of-the-mill bonus. It goes into extreme detail of a sales letter. It uncovers every secret and shows you exactly where you could be going wrong. The Brain Audit Rip shows you why customers click away and what you can do to stop it. The Brain Audit Rip retails separately at $US127. And for a very limited time, it's going to be absolutely complimentary with the Brain Audit Power Pack. Take a look right now. Don't let me sway you. Judge for yourself. http://www.psychotactics.com/hiddenlink.php *********************************************************** Article: The Second Reason Why Customers Don't Buy *********************************************************** Of course, I'm assuming you know the first big reason why customers don't buy. And as you know assumption is a bad thing. So before we go to the second reason why customers don't buy, let's take a look at the first. ********************************************************* The first reason why customers don't buy ********************************************************* They don't believe in you. They don't believe in your product. They don't believe your testimonials. You've got the Great Wall of China standing between you and the customer and you've got to break that wall down pronto. And there are at least ten squillion articles and books (including the Brain Audit) that demonstrates the subtle art of persuasion. *********************************************************** But persuasion ain't enough *********************************************************** You see in Anna's case, the wall had come crumbling down. The persuasion was over and done with. And Anna was already saying 'hasta la vista,' when she so wanted to say 'hola.' You see it wasn't persuasion that stopped Anna. *********************************************************** It was something far simpler and far less complex *********************************************************** The second reason was simply: Ease of use. Huh? That's it, you say? Ease of use! what's the big secret in 'ease of use?' I know you're incredulous as you read these words, so let me explain. When you sell either a product or a service, you're very likely to have a reasonable knowledge of what you're selling. You think it's child's play. The customer, on the other hand, looks at what you're selling as if it were Einstein's theory of relativity in advanced Greek. The customer is convinced about the quality of your product or service. They're just not convinced about one thing. ************************************************************* The one thing: Is it for me? ************************************************************ Let me give you an example. You sit at your computer and you rat-a-tat the letters on your word processing program. You zap messages to your friends in far flung countries of the globe. You play around with software that makes complex tasks sheer child's play. And your grandfather watches you with awe. He's convinced that you're a bloody genius. He's convinced that the computer is a powerful device. There's zero persuasion involved here as you can see. Yet persuasion does not a sale make. Even though Grandpa has the money and sure has the time, he won't buy a computer. Why? Because he doesn't believe the computer is for him. ************************************************************* Persuasion is clearly not enough ************************************************************* Your grandfather would rather bungee-jump than operate a computer. Yet once he sees another person his age using it, or sees a child of three playing games, his fear suddenly seems to vanish. He's ready to take tentative steps into simple word processing. He's willing to send out email. Crikey, he's even mucking around with messaging. Suddenly Grandpa's smiling like a Cheshire cat. Your grandfather has understood that it's darned easy to use a computer. With a little prodding and help from you, of course. ************************************************************* And most businesses do no prodding at all ************************************************************* They show no proof that their product is easy to use. If they're in consulting, they rarely show how easily a consulting project can be rolled out. Instead most businesses try to make things look more complex. Which is fine. Let your product be as complex as possible. Just make sure you show the customer that it's easy to use. Anna would be saying 'Buenos Dias' to every one on the street if only she knew how that the Spanish Course would enable her to converse in under four weeks. Instead, as she looked at the curriculum that seemed to go on forever, Anna's eyes glazed over. She didn't think she'd make it to the end. What if she went to the course for weeks on end and didn't learn too much? She couldn't bear the thought of being a doofus in Spanish. She froze, pretty much like Grandpa did. And postponed the decision to an unspecified date in the future. ************************************************************* You need sales today...not in the future ************************************************************* Stop what you're doing right away. Have a good look at the product or service you're selling and do a simple audit. 1) Does your product or service have a system where a potential client can literally fill in the blanks and use your system? Or is your product/service more of a concept that a client would struggle to implement and finally just give up using? A client mentally takes this decision while purchasing a product/service so make sure the client knows how easy it is to use. Yes, make your product/services as idiot-proof as you possibly can. Rework them if you need to. Or have a product/service with an instruction guide/workbook/ standby help system to make sure the customer gets it. 2) Use testimonials that show definite proof of easy usage. They should demonstrate ease of usage and a lack of hard work involved. We live in an instant world and people want to see testimonials that prove beyond a doubt, that the product or service isn't some 'nose to the grindstone' system At Psychotactics, we demonstrate this ease of usage at ttp://www.psychotactics.com/800testimonials.htm You can not only see five or ten, but over 800 testimonials on one page alone. This testimonial page proves that the concepts are easy to roll out. 3) And finally...the obvious. Tell...yes tell, your customer how easy it is to operate/implement your product or service. Also tell that customer how you have a back-up system in the form of a guide/ workbook/stand-by help that they can call on in case of an emergency. Most businesses have an easy to use system, but don't tell their customers about it. ************************************************************* Persuasion and Ease of Use ************************************************************* Anna. Your grandfather. And zillions of customers would be ready to buy today. They're convinced about the product or service. The hard work of persuasion has been done. It's up to you to give them the second reason to buy. Make it easy. That's it! ************************************************************ © 2004 PsychoTactics: Reprinted with permission from The PsychoTactics Newsletter. A Real Newsletter. Not a Disguised Ad. If you haven't got yourself the Brain Audit, you can now figure out a way to work out a system that the brain follows: http://www.psychotactics.com/hiddenlink.php Other Products on PsychoTactics: The LA Workshop: http://www.psychotactics.com/la.htm The homestudy (with a special limited edition bonus) http://www.psychotactics.com/lahomestudy.htm The Psychological Se^crets of Websites (Customers love It!) http://www.psychotactics.com/websitesecrets.htm Membership to 5000 B.C. http://www.psychotactics.com/5000bc.htm You can get your own copy of Sean's Psychotactics newsletter emailed directly to you by signing up on his website.