We don’t have to follow traditional advice…
…especially when neuroscience shows us otherwise
Sometimes we receive marketing advice that is outdated.
One example of that is when we are told to ensure we only focus our marketing on “big picture outcomes.”
And are told specifically to exclude “little details.”
This can come across as very minimizing of a real client’s valid concerns about logistical details like day of week, time of day, frequency, and length of a service.
Following this marketing advice may not only make it difficult for aligned clients to make a decision about your service, but actually harm the entire relationship and result in lower sales and increased refund requests.
#1 – Buyer Personas according to NLP & Neuroscience
According to Neuro-linguistic Programming and differences in buyer personas, there is actually a scale involving the need to know big picture decisions versus little details in order to make a decision.
And while there are some people who do need to have that big picture overview, there are also people who actually require those little details in order to make a purchasing decision.
And if we don’t include at least some of the information pertinent for them to make that decision, they aren’t going to feel safe, comfortable and ready to buy.
#2 – Varying reasons for needing little deets
There are a number of different reasons why someone might need to have those logistical details, particularly the day and the time that something is occurring.
One reason could be scheduling constraints. They may have children, they may have a job, they may have family commitments, they may have other work or business commitments that are already lined up for them.
And if they don’t have a clear understanding of when your thing is going to be happening in their world, it’s going to be really difficult, if not impossible, for them to make a commitment to that and to pay for it.
And really, why should anyone be expected to buy something if they don’t fully know the time of day it is occurring and whether they can actually maximize their investment?
#3 – Little Deets we can easily provide
We can pretty easily navigate around this need for little details.
So for example, if it is a group program that has recurring group calls, we can tell people when they will be happening and in what format. For example, is it a zoom call? Will they need internet access or something else?
That way, they can start to envision themselves actually incorporating that service into their life and into their experience.
And they can begin to visualize what it will actually look like and feel like for them to participate.
If it’s a one on one situation, you can also use a service like Acuity or similar scheduling service that allows people to have a peek at your availability, they can actually see your calendar.
This gives them a feel for what time of day and day of week you tend to be available for sessions.
And that can be extremely helpful in allowing them to make an informed decision about whether this is going to work for them – and offer reassurance they’re not going to have to get up in the middle of the night or meet with you on a Sunday in their timezone to make it work.
And when we do this, it creates an informed buyer.
It allows them to make an informed decision that’s going to feel good to them, not only now when they’re making the purchase, but later, when they’re actually participating in whatever it is.
#4 – Details help attract aligned clients and reduce refunds
When we provide important “little details” up front, we’re also more likely to attract a buyer who is aligned to what is actually being offered.
You’re bringing in people that are going to be a good fit for the types of things that are available.
This also helps to reduce disappointment, mismatch and refund requests that occur from simply not having enough information.
So if there is traditional advice out there telling you not to share logistical details about your program or service, it might be worth taking a second look at that and considering whether that’s really true for your aligned client.
And understanding that neuro-scientifically, some people really do need those nitty gritty details in order to make a decision.
It’s not a distraction.
It’s actually essential in their decision-making process and their ability to feel safe about making that commitment.
The human brain is a fascinating place.
We have these little differences and idiosyncrasies, and it’s really important that as marketers, we are taking those into account and honoring the clients that we are wanting to attract.
Quickie Take-Away
Less than 5 minutes.
Quickly jot down 1-2 ways you can incorporate both big picture outcomes AND little deets into your offers?
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