Want to know how to convince your customers to buy your product or service?
Take a look at this easy to follow strategy that we detail below. If you stick with this method, your conversion rates will start to skyrocket!
How Can I Convince a Customer to Buy My Product?
Before we dive into this simple strategy, we want to give credit to the creator of this simple yet effective method. We learned this amazing technique from one of the top salesmen in the world and it’s one that we are excited to share with you.
You may have heard of Russell Brunson, the creator of ClickFunnels. He has sold over $37 million worth of products and services using this exact technique.
What’s Russell’s secret to his success? The following three principles that any salesperson or marketer needs to know to reach any level of success selling online.
Your sales page needs to have: A Hook, A Story and An Offer.
We’ll explore these three concepts backwards so that you better understand the process.
Step 1: The Offer
In the online marketplace, there are hundreds of people selling products. But there is one small problem with products.
The problem is that all these people are competing against you and selling the exact same product as you. This means that your product is no different than the next person’s. There’s nothing special that your customer gets by buying this product from you instead of the next person. So what does this lead to?
This leads to customers searching for the product that is set at the very lowest price.
However, as well all may know, it’s impossible to see high returns if you are always setting your prices as low as the bar will go.
Here’s why you need to set yourself apart from your competition and create an offer instead of a product.
An offer is something that makes your products and services more unique than your competitors. An offer will allow your product to stand out from everyone else’s.
Think to yourself, “What can I add to my product to increase it’s value and make it irresistible to my market?”
Creating an offer is easy and very similar to bundling. The difference is that you want to include something in your offer that customers can only get from you.
Here’s an example of a great offer:
Let’s say you are in the pet cleaning niche and you are competing with Company X to sell a vacuum.
Company X sells the vacuum for $59.99, and they have the lowest price for this item. However, the vacuum itself is the only thing included in their offer.
Get Your Vacuum for $59.99!
- 1 Vacuum
Before you start crafting your offer, you need to think about your customer. Ask yourself these questions:
- Who are they?
- Why do they need this product?
- How will this product make a difference in their lives?
- How can I solve the specific problems that they have?
By answering these questions, you are beginning to craft an offer that is tailored to your customers needs. This is the golden rule when selling anything; make sure that your products or services meet the needs of your customer.
You are in the pet cleaning niche, so you know that your customer is interested in removing pet hair from their carpets and furniture.
- So why not add in a free pamphlet that explains how to get animal hair out of furniture?
As someone in the pet cleaning niche, you know that your customer is interested in keeping their house clean.
- Why not offer them a free e-book on the basics of taking care of carpets and keeping furniture clean? This is an item you may already be giving away as a lead magnet for free.
You know that your customer is someone who has an animal or two and they would benefit from learning from a professional like yourself.
- To beef up your offer even more, you can offer an in depth video that teaches people first hand how to prevent animal hair and stains from getting on their furniture in the first place.
By looking into the needs of your customer, you can create an offer that will scream, “You Need This!” to them and that’ll have them reaching for their wallets.
Get Your Vacuum and a Few Little Extras for $129.99!
- 1 Vacuum
- A pamphlet that shows you how to remove animal hair from carpets!
- A free e-book on how to care for your carpets and furniture!
- A video to learn how to prevent animal hair and stains from getting on your furniture!
And this is your amazing offer. Now, you are selling the exact same vacuum as your competitor. However, by adding in more products that your competitors don’t have, you’ve created an offer that is more valuable and appealing to your customer.
Step 2: The Story
Have you? Russell talks about a very important detail here that we all can relate to in his book.
Just like you binge watch a Netflix series because of the emotions it evokes in you (fear, suspense, sadness, anger), people will purchase your offer because it sparks some type of emotion in them.
Always remember that people do not buy because of the features of an offer.
Take a look at what this looks like in practice:
Company X is selling a vacuum for $59.99 and they list the features as the selling point:
- Sucks the dirt right out of carpets!
- Uses 1400 watts per hour!
It’s great that their vacuum can suck the dirt out of carpets and uses 1400 watts of electricity.
But so what? What does any of that mean for your consumer?
- It means that they’ll be able to keep their carpets looking sparkly clean.
- It means that they will save so much money on their electric bill a year that they’ll be able to buy something with all their savings!
People don’t care what the features are of your product. They care about what those features can do for them.
Looking into what the features can do for your avatar is a great opportunity for you to integrate this into your story telling. Think of how your offer will affect their lives in a positive way.
Your avatar might say things like:
- When we left our old apartment, we got our full deposit back because our carpets were so clean! And we didn’t need a professional! It saved us so much time during our move out!
- When we started using this vacuum, we saved so much money on electricity that we got another dog!
Taking those features and turning them into benefits is how you start creating your story!
Take your avatar from the problematic spot they are at to the spot they want to be through your storytelling. Get creative and picture your customer with your offer in their homes. How will their story change? How will your offer make their story a better one?
Create your story:
DON’T sell the features of your offer, sell the benefits in your story! Take where your customer is at, and bring them to the spot they want to be at through your storytelling.
Step 3: A Hook
What is a Hook?
A hook is simply something that will grab someone’s attention.
The goal of any hook is to stop someone while they are mindlessly scrolling through Instagram, browsing their emails, or while they are about to watch a video on Facebook.
Whatever method you are currently using to pull in your customers, you want to include a great hook. You need to catch that person’s attention within the very first second of them seeing your amazing offer.
A hook can be a video, a photo or the title of an email. It’s the reason that your customer is singling out your content or product to give their attention to.
Here is what Russell Brunson says are great ways to create the perfect hook in his Latest book Expert Secrets claim your Free copy here>>
- Look in your past or childhood. Is there anything that happened that would make a good story? Pick the juiciest part of the story and lead with that as the hook.
- Look at your struggles or obstacles. Is there something that you’ve done or had done to you that will make a good story? Pick the juiciest part of the story and lead with that as the hook.
- Try to create a story by doing something cool or crazy. If you don’t have anything in your past or with your struggles, could you do something to make an amazing story? If so, what’s the one line you can pull out that would act as your hook?
- Look at the “common” wisdom and throw rocks at it. What are people currently thinking, doing, or talking about with regards to the common wisdom of today? Can you poke holes in it? If so, what would be that one line that would act as your hook?
What Does All of This Mean?
He is telling you to come up with something that will hook your customer by using the story that you already created. Always keep them in mind when you are creating your hook.
Think of the story that you created for your offer. Now, from this story, pull out the most interesting, eye catching sentence and turn that into your hook!
From our vacuum scenario from before, our hook is clearly the very first sentence of the story:
People don’t believe that most things they buy will eventually pay themselves off. This creates a, “It’s too good to be true,” factor that people have to stop and see what your offer is all about.
And just like that, you have a hook that will pull your customer right into your offer.
By knowing your customer and following these steps, you will be able to convince them to buy your product over the millions of others online.
The steps outlined in this article are revolutionary, and we have Russell Brunson’s two books to thank for delivering this information to you!
It will take some time for you to master these steps, but you can excel your path to success.
There is so much more valuable information in these two treasures, and being that they are both free (asides from shipping), you have absolutely nothing to lose but so much to gain if you get these two books!
You’ll be able to convince your customers to buy anything once you blast through these two books!