Archive for September 2010

I’m Not Ready To Buy From You

Imagine. You run an ad in your best response creating, niche specific publication. It cost a pretty penny but you know you’re talking to the right people and you’ve got what they want.

Your perfect buyer is out there. And by chance she’s reading the magazine, not her regular read but today she is. And she’s just seen your ad. Oh happy days. The headline grabs her attention, she finds it a good offer and very much what she is looking for. The value is there.

But for whatever reason, she’s not ready to buy. So she turns the page.

Now if you consider the average person in any western country receives somewhere between 800 and 3000 marketing messages per day (including this article), it’s likely your message will get lost. Given our ever decreasing attention spans and the incredible variety of choice we face it’s also likely our perfect buyer will never see your ad again.


But wouldn’t it be cool if we could stick with her. Be there by her side as she considers everything she needs to consider, offer her the information she needs and build a relationship with her. So when the day comes she is ready to buy, we’re there. Top of mind and with the same offer.

But that’s all just a pipe dream. The reality is we can’t afford to give her that much attention. We can’t be in every media she engages with. We just don’t have the resources to do it for her and all the other perfect buyers out there.


…unless we don’t ask her to buy.

Most advertising is a rotten waste of perfectly good fun tickets. Money that could have been spent on a wild night out at the Casino and probably bring in just as many new customers. And the reason it often fails is because it asks the reader to make a buying decision (blatantly or implied) the moment they read the ad. The chances of reaching someone at the time they are ready to make a decision are not that great. And a quarter page ad rarely has the room to pursued people now is the time to pull out their credit card.

We all generally want time and space to consider things before we buy. So what is the answer?

Consider it’s more likely you will get someone to take an action if they think they are going to get what they really want without making any sort of real commitment like buying. And what we want is to feel like we aren’t being pushed. And that we’re loved.

So instead of advertising designed to catch people in the moment of “ready to buy”, cast a bigger net and get people in the “I need more information before I’m ready” moment. Create advertising that draws people in to gather more information which you are giving to them to help make a better decision.

Then do a little swap with them. Trade your high quality information for their name and email address. Now you can stay with them while they consider everything they need to consider and you get to be the hero because you’re the one able to provide them with everything they need to consider.

A little at a time with each email drawing them closer and closer, addressing all their concerns, until they can’t help it any longer. They are either interested or they are not. If they are you’ve been with them the whole way. Why wouldn’t they choose you?

Email is the greatest communication tool of all time. It’s dirt cheep to send a message. It’s personal, if you know how to be personal when you write. And at the same time you can send out tens of thousands or more personal messages at once. And it can be set up to send automatically to the right people at the right time with the right message.

You’d be mad to let your competitors figure it out before you.

The last seats for our free email marketing seminar are going this week. This is your last chance to learn the science and the art of how to bring people in and market to them on going. Being there every time they are ready to buy.

One day I WILL get an email from my mechanic reminding me it’s time for my car to be serviced. Untill then I’m just going to keep changing mechanics until I find one who wants to keep me.

Enjoy the world, it’s a beautiful place.

Scott Junner

P.S. Grab the last seats to our Free Email Marketing Seminar or regret forever missing some of the most potent online marketing advice you’re likely to ever get for free.

How To Present A Call For Action

In order to have your offer occur as an opportunity, you as the writer have to suspend all attachment to the outcome. Everyone knows you want things to go your way, but nobody cares about you. Only themselves.
Read the rest of this entry »

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