1:02pm
Saint Paul
Recently I read an article that says Americans are cutting back on spending:
• 56% say they’re spending less on restaurants
(My DoorDashing friend might disagree…)
• 47% have cut back on online shopping
(Tariffs may play a role in pricing…)
• 45% are spending less on vacations
(I don’t know if that means fewer vacations, or cheaper ones…)
But where are we not cutting back?
Safety and security… Well, sorta. You see…
The Fast Company article says 20% are spending less on safety and security, while 21% are spending more.
Without knowing the dollar amount, this seems like it could be a wash.
And while the survey of 1,000 US Adults was conducted by a home security company…
“Safety and security” is a broad category.
This feeling of security could include fire alarms… meditation apps… bike helmets… increased insurance… even therapy.
And every transaction could provide a better feeling of security to your buyers.
How can you provide a bit more security?
Try one of these:
• Subscriptions that cost less when paid in full
• “Try before you buy” options (opposite of the previous idea, but no reason to not combine them)
• Free tune ups for new equipment purchases (bicycles, lawn mowers, etc)
• Stronger guarantees on your product or service (in the recent Perry Belcher workshop, he repeated something I’ve heard from others: “if your guarantee doesn’t make you nervous, it’s not good enough.” You have to believe in your offer.)
• More social proof in your ads and landing pages to help people make them feel like they’re about to make the popular, therefore correect, decision
• Better post-puchase follow-ups (emails for example) to reassure them that yes, they did make the right decision, and here’s a quick win they can expect
• Proactive customer service, reaching out months later to see if buyers are satisfied and to ask how your business could be improved
• Better, honest competitive comparisons in your copy—for any product or service—so shoppers don’t feel like you’re trying to “pull a fast one” and instead have their best interest in mind
• Free training on how to use whatever they bought so it doesn’t go unused or get used dangerously
• Discounted group coaching or training
• More expensive one-on-one coaching or training so they get the instructor’s full attention (again, the opposite of the previous idea)
• Trade-in programs so buyers can have the latest-and-greatest while still saving a bit of money
Just ideas.
I don’t know your market or offer, but maybe they can get your own juices flowing for yourself, or for your clients or employer.
Have a great weekend,
Jeffrey
P.S. The 40/40/20 rule of marketing says:
40% of your sales success comes from a good offer,
40% comes from marketing to the right people,
and 20% of your success comes from your copy.
So you could have terrible copy, but if you’re making the right offer to the right people, you can still succeed.
That’s great to think about!
And how much more effective would your offer be, how much more sales would you make, with a great landing page that hits all the right emotional buttons that holds back a buyer?
With logic from the 40/40/20 rule, only 20% more effective.
Which is nothing to sneeze at.
But the truth is, if your ads can’t even get attention of buyers (another 40% of your success) then your offer is stuck carrying the weight.
And that, friend, doesn’t get you too far.
“The spider looks for a merchant who doesn’t advertise so he can spin a web across his door and lead a life of undisturbed peace.” —Mark Twain.
Want to test my copy against your current landing page? Reach out, let’s chat.