Let me tell you one thing about myself:
I rarely ever buy products from people who I donāt know.
I'm a cautious buyer. I don't just hand over my credit card to anyone unless I trust them.
But a few months ago, a business coach and growth expert, did the unthinkable.
He got me to buy his course without a second thought!
(Spoiler alert: It was a great course and defeinetly gave me the clarity I needed.)
Iāve been familiar with his content but not at the point to buy something from him.
Who is this person and what did he do to convince me?
Heās Harry Needham, and hereās what he did:
You see selling your product ain't easy.
You're in a crowded marketplace, competing with countless other businesses. So, how do you make your brand shine?
Most businesses make the common mistake of trying to change their customers' beliefs.
They think they can twist their minds and get them to believe something new.
But changing beliefs is like trying to catch a bullet - close to impossible!
Now, here's what Harry did differently.
Instead of forcing me to change my beliefs, he added on to what I already knew.
It's all about playing smart with their existing beliefs and amplifying them in your favor.
If you want to get ahead of 97% of other brands, you need to strengthen/weaken their belief.
Before I dive in, if you havenāt already please consider subscribing so you can build your brand in less than 5 mins per week.
Letās dive in š
š§ Get Inside Their Heads š§
Take a deep dive into your customer's mind. Dig deep and really understand their struggles, desires, and dreams.
When I say understand, I mean REALLY understand.
Why?
Because this is the foundation of this exercise. Get this wrong and the next steps might not make sense.
So, sit down with a few customers and ask them deeper questions like:
š¤ What challenges do you face in your business (pertaining to your product)?
š¤ How do you currently solve those challenges?
š¤ What does your ideal solution look like?
š¤ What factors influence your buying decisions?
These questions will help you identify your customerās pain points, goals, needs, and preferences. They will also help you uncover their beliefs about themselves, their situation, and your product or service.
š Crack Their Belief Code š
Time to play Sherlock!
Analyze the answers you collected in Step 1. Look for patterns, themes, and core beliefs that drive people to take action. This is where the magic starts.
For example, some of your customer's beliefs might include:
š” āCoaching is too expensive and complicated.ā
š” āI know branding is important, but I'm not sure why or how it'll benefit me.ā
š” āI donāt need a ghostwriter, because I donāt want people to think my writingās inauthenticā
āØStrengthen/weaken their beliefs āØ
Now, this is where the real fun begins!
Align your product with their beliefs.
You need to show your customer how your product or service can help them achieve their goals, solve their problems, satisfy their needs, and fulfill their desires.
For example, hereās how you can strengthen/weaken their beliefs:
āItās too expensive and complicated.ā
Weaken their belief as to why that might not be entirely true.āI know itās important, but not sure how or why it benefits me.ā
Strengthen their belief with all the fabulous benefits they'll get.āI donāt need a ghostwriter, because I donāt want people to think my writingās inauthenticā
Weaken their belief and reassure them that your writing is tailor-made to their authentic self.
š¤ Face the Objections š¤
No journey is complete without some bumps on the road.
Your customers might have questions or concerns, and you need to address them head-on.
Provide solid evidence, testimonials, and guarantees to build trust and confidence.
For instance, if they ask:
š¤·āāļø How do I know if your service is right for me?
You can respond with:
š We offer a personalized consultation to understand your needs and goals, ensuring our service is tailor-made for you!
š Be consistent š
You're almost there!
The final step is to be consistent. If youāve done everything correctly, you would have understood:
Your customers inside out
What they want
What theyāre afraid of
What they believe and donāt believe in
How to strengthen/weaken those beliefs
Use this information to craft a message across all your channels and platforms, like website, social media, and ads.
Repeat and reinforce your message until it becomes familiar and recognizable.
If these newsletters are starting to feel like a snooze fest, it's time to hit the unsubscribe button.
No hard feelings though, we'll still be friends even if my emails aren't your cup of tea.
Until next week š
Cheers,
Ashar