“They like my FREE content Why don’t they BUY?” Here’s why…
Ahh, the freebie seeker– the thorn in the foot of the online marketer. This is the evil human who DARES not buy the phenomenal product or service you’re offering, but instead, greedily consumes all of your free content without sending you so much as a nickel for your brilliance.
The question is, WHY?!?!
Let’s be honest here for a second, shall we?
We’re ALL freebie seekers… sometimes.
We all follow some people we never buy from. Many of us also DO buy from some of the people we follow.
Today, I want to talk to you about why we buy from SOME people, but not others (in the hopes that we can make sure they buy from YOU).
In particular, I want to speak to three key elements that stand between YOU and and audience of eager buyers: affinity, certainty and desire.
Affinity first– if people don’t feel a connection with you (if they don’t find you likeable or interesting) they’re probably not going to follow you at all, let alone buy.
That’s why if you’re using video, your on-camera presence is so important. We want people to like you enough to stick around for more. But affinity alone is NOT enough to get people to buy.
The next thing they need is CERTAINTY. They need to believe that you can get them what they want. That’s a big one too, right? So of course having great testimonials helps, having killer results to show off helps, or even just using your free content to help the prospect achieve a SMALL win makes it a lot easier for them to believe you could help them achieve a BIG win later.
BUT AGAIN, LOTS of people are great about that stuff, but they still don’t make the sale.
Which is why this third element — DESIRE — is really the key piece of the puzzle. How do you generate enough DESIRE to turn a freebie-seeker into a BUYER?
Well, there are a few ways. First of all, the easiest fix is to make sure you’re speaking to someone who really WANTS the sort of thing you’re offering, which is sometimes easier said than done and it has a lot to do with timing. This is why it’s so important to get in front of your warm audience as frequently as you can, because you never know when that perfect moment will arise.
But you already know that, right?
What you might not know is the thing that could make all the difference, and that is THE GAP.
The gap is the space between where your prospect is and where they could be after buying from you, and it’s ESSENTIAL that you identify that gap throughout your marketing materials.
If you don’t, it’ll be like watching the preview of a movie where you feel like you’ve seen the whole thing and you don’t need to buy a ticket. You’ll fill in the blanks in your head and think you’ve gotten everything there was to offer.
The reason people will consume freebie after freebie and never buy is because 1) the freebie seeker isn’t feeling the pain of the gap enough to want to cross it right now, 2) doesn’t fully understand YOUR unique way of bridging the gap, or 3) DOES feel the pain of the gap, DOES understand how you bridge it, but doesn’t yet know if they want to cross YOUR bridge or somebody else’s bridge.
That’s it, really. If someone is following you, getting your free stuff, and not buying, I can almost guarantee you it’s for one of those three reasons– but they all tie back to the gap.
I talk about the gap A TON with my clients because it’s an easy idea to understand, but it’s MUCH more difficult to apply.
Your ability to identify the gap, to speak about it in a compelling way and to make your bridge OVER the gap the most attractive bridge in comparison to all the other possible bridges? That’s the game. That’s the whole game right there.
And that’s where I can help you win.
I’m pretty well known in my space as a video marketing and pay-per-click ad specialist, but the reason I do so well with those things has very little to do with video editing or ad targeting strategies.
It all comes down to the things you say.
It always has, and it always will.
That dramatic tension, that little something that leaves them wanting more, that’s my superpower– and I’ll tell you where it comes from.
Before I started a marketing agency, I was a playwright. I’m a total musical theatre nerd, so I’ve had to become HYPER-VIGILANT about boring people. In theatre, boredom is death and in marketing it’s even more so. I help my clients engage and entertain their audiences so they can build that all-important affinity and certainty, and then I help them create that lovely dramatic tension that happens when you paint a detailed picture of what the gap looks like and a beautiful, attractive picture of your bridge across it.
That’s what MY bridge looks like, and here’s why you should cross mine instead of somebody else’s– because I can help you get results other marketers cannot, and I can prove it.
If you click the link I’m about to give you, I’ll show you how one of my clients got AMAZING results (like, tens of thousands of dollars’ worth of results) within just TWO WEEKS of our work together, even after she’d dropped a TON of money with other marketers who tried to help her with this EXACT SAME STUFF.
I’ll show you how we completely turn her marketing strategy around to get the spectacular results I mentioned, so go ahead and to visit videomarketingmachine.co/videos-that-sell
and enter your email on that page so I can send you my “Videos That Sell” training right away, Okay?
In the meantime, you stay nerdy– and may we all GO FORTH and SELL MORE STUFF!
Want to Listen to the Podcast Version? Find That Here (or on iTunes, of course…)
QUICK NOTE: If you don’t have time to watch this or aren’t in a good spot to watch a video right now, make sure to pin it for later!