buying behavior

Are You All This or All That?

Dear Diary: “Fred asked me out again today; I guess it’s over between him and Daphne”.

That would have been a younger girl version of me writing about my then heartthrob, Fred Jones of Scooby-Doo fame. Do you remember Scooby-Doo and the cast? Maybe you fed your dog Scooby Snacks or you had a Scooby –Doo Mystery Machine or a Shaggy Doll. You name it; their faces were plastered all over every conceivable toy and kids product going. I’ll bet your children have pleaded (or had tantrums) for this or many other related products (think Ninja Turtles or Barney and Friends). There was a time where your brand meant just getting your face or product picture on as many things as possible, but that was then. 

Branding is now much more about how your product, service or company is perceived and talked about by “the people” than it is about what you say, how much money you spend or many products you can get your pictures on.

Are the Kardashians a brand? You better believe it. The queen of the “selfie”, we won’t name her but you know who I mean, started out as part of a family of oddball characters, which over the years has become even odder as they went along. I don’t even know where to begin with this family, but the most famous of the clan found her own niche in society where  many young women identified with her curvaceous figure. This was at a time where waif thin models still ruled the magazines and modelling industry, now a new face on the scene was preaching    acceptance of your figure. The rest is history; the Kardashians have gone on to become one of the most successful brands in western culture.  But how did the Kardashian phenomenon happen?

The K family followed some simple rules (intentionally or not) and it started with what others were saying about them, and it was  most often occurring through social media.  If the bloggers, tweeters, facebookers and snapchatters are calling you this, then your efforts to appear to be that means changing the public perception of you by influencing this and that. The Kardashians embraced the technology and in fact totally influenced and exploited it. 

The language you use, the specific market you target, the humanitarian causes you support, the website your customer sees, the taglines you use, how your own employees talk about you, the pictures you post and of course the quality of the product or service you provide are all part of a complicated mix that requires industry professionals to navigate.

3 Reasons No One’s Buying From You

You think you’ve got it all going on but you’ve got no sales

You’ve read all about marketing and you’ve heard all their tales

You Snapchat and Facebook, you Tweet and you Blog.

Your website seems fine and yet you’re left in a fog.

Let's get to my three reasons; I’m running out of rhyme

I’ll share what I know, this stuff happens all the time.

I’ve worked in fitness sales for many years, everything from owning an equipment store to selling certification courses and online training programs. It doesn’t much matter how good your service or product is if you’ve somehow forced your customer into one of these corners.  Give them a way out and maybe your next sale is right around the corner.

1.   Often the biggest pushback comes from your pricing. You may think it’s a great value, and maybe it is, but that doesn’t mean everyone can afford it.  Do you have a cheaper alternative product or service? Do you have discounts for certain populations, or can you bundle your services somehow to give a cash break?  Maybe you have annual sales that you can point them to or a layaway plan. Do you have another entry point that they can enter into your business, like a contest or survey?

2.   Do you have too many choices? The fitness store I managed had so many pieces of equipment and they all essentially did the same thing. That makes it virtually impossible to make a good argument for any particular product.  Choice is good but generally 3 choices works best; a low price, a medium price and a very high price. The high priced item will often help sell the medium priced product.  Your customer will see that as the best value for their money.

3.   I don’t want to make a bad purchase, or said another way, I’m scared and I don’t want to look foolish. Change is hard, we know what we think we want but then there is all those lingering doubts that make us postpone the purchase. Help your potential client by making it easy for them to say yes. Guarantees, testimonials, personal success stories, trial periods and lots of information helps them make an informed buy.  

Ron Warne is a Copywriter for the Health & Fitness Industry

www.ronwarnecopywriter.com