One Essential Reason Prospects Aren’t Buying From You

All of your marketing efforts are trying to achieve the same thing: getting the prospect to act on something. Whether that’s to buy your product, or just sign up for your newsletter, marketing is about motivating people to take your desired action.

But there’s a problem.

Your marketing can showcase the amazing benefits and wonderful features of your product, yet some people still won’t buy. Why is that?

The reason is that your prospects don’t believe in themselves. In order for someone to buy your product, they have to believe that it will get them their desired results. You’ve known that for ages. But they also have to believe that they will actually USE it.

This is a key reason people might not be buying from you as much as you’d like.

Your prospects must believe they can achieve results!

Before someone purchases new running shoes from Nike, they must believe that they are going to run. Before someone purchases a weight-loss product, they must believe they’ll do the exercises. Before someone purchases a boat, they must believe they’ll make time to go on the water.

You could spend all day looking at examples of this. (Don’t.)

Before you can convince someone that your product is the answer to one of their problems, you must first convince them that they can overcome the problem. I can’t help someone and their business become successful if they aren’t convinced that they can do it.

There are numerous components that go into a successful marketing campaign. This is the most overlooked component. Spend more time helping prospects see how they can do it and you’ll be able to spend less time trying to convince them that you have the answer.

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  • Dave Delaney

    I think our clients have to *want* to do it as well. One of my main objectives with my clients is to manage their expectations up front. I want them to understand that there is work they will need to do, so I make sure they are willing to do it first to avoid disappointment. 

    Your point is so important John. Prospects would never become clients if they didn’t believe they could achieve the results in the first place. Thanks for this.

  • John Morgan

    Spot on Dave. Any marketing message has to be Believable, Desirable, and Attainable. You nailed with making sure that clients *want* it. 

  • Janice Mobsby

    This is so true John..Great post. I think they need to believe they can do what others can do. So many think about that Magic Button..that isn’t there. You have to believe in yourself before, once done you can achieve.

    I never try to convince anyone..I write about what has helped me and what can help others. Things I have learned may help others in their business.

    Thanks John, it’s good to learn from you..

  • John Morgan

    The pleasure is all mine Janice! 

  • Stephen Melancon

    Hey, John. I like the post and I completely agree with the product examples that you gave. It’s probably just been a long day, but I’m having trouble applying it luxury brands. I know you just said not to spend all day on this…. just bear with me for two examples: 

    So let’s take champagne as a product. What result does the prospect have to believe to purchase Dom Perignon over Korbel? Do they have to believe that their celebration is worth Dom? or… Do they have to believe that their satisfaction will be greater with Dom?

    Now let’s take the example of fine art, say an original painting. I think I can apply this one. The prospect has to believe that they will be inspired (overjoyed, uplifted, thought provoked, etc) each time they view it. Basically, they have to believe that the painting will yield the desired emotion or feeling each time they see it or walk past it.

    I’d love to hear your thoughts. Thanks!

  • John Morgan

    Great question Stephen! Don’t make it more complicated than it really is. To purchase Dom Perignon the prospect has to believe they’ll drink it. If they have any doubt that they’ll finish it, etc then they won’t purchase.

    Too many times prospects don’t repeat a purchase because they “didn’t use the last one we bought”. The belief is in the use.
    With art, it’s not just belief they’ll be inspired by it but belief that they’ll hang it in their home. Sometimes people buy art without any idea of where they’ll put, BUT they KNOW they’ll find a place. That’s the belief. 

  • Stephen Melancon

    John, thanks for your reply. That gives me good clarity and context. I can see how I was over-complicating it.
    You know your material well, and I always find it helpful! Thank you.

  • John Morgan

    Thanks Stephen! You had a great question that pushes this discussion forward. I love that! 

  • Angela

    TipTap Lab is a company that helps companies find out consumers’ decision-making motivations – pretty cool research/technology.