🚩 Eliminate Customer Doubts - TRUST-able #34 - Jul/Aug 2024
🚩 Eliminate Customer Doubts - TRUST-able #34 - Jul/Aug 2024
Not just *How To*, but also *What If…* and *But If I…*. The 30+ typical customer doubts and how to counter them. Curation Monetized Database Catalog now available.
Hello,
welcome back to a new edition of TRUST-able.
This newsletter focus is on how to build trust.
Specifically on what are the strategies and actions that can help you become more trustworthy in the eyes of your existing and potential clients.
Sometimes looks, data, a good presentation and a professionally done landing page are not enough to convert interested parties into real, paying customers.
Why?
Because in many cases, your potential buyer has been already burned by some competitor of yours.
He has been sold something that either did not stand up to par with his expectations, or was way too expensive for what it offered, or it came in a format that was hard to use and understand.
There could be a million reasons why, but the point is that after you get burned once, you become really careful about your next purchase.
The same thing happens to those who, may not have been burned before, but are investing for the first time in the type of product/service you offer.
As they have no experience, they have tons of doubts, questions and fears that are generated by the simple fact that they know so little about the matter at hand.
They intuitively feel you may have something that could solve their needs, but at the same time they are afraid to throw away the money into something that could be useless to them.
Imagine then how much bigger these obstacles become when their budget is limited, they have never heard your name before, and there are maybe quite a few competitors offering something similar to what you are trying to sell.
How do you overcome all of this hesitancy, doubts and fear to buy?
The answer is: you overcome buyer hesitancy by countering fears, doubts and questions with information, evidence, data, but more than anything by doing anything possible that can build trust, between you and your prospective client.
Because the moment he feels that there is a human being, with a name, last name and personal contact point, who cares, everything changes and the perception of having to jump into the dark, becomes a pleasant journey into a place he already feels welcome, familiar and secure.
I hope you will find the contents of this issue, stimulating and useful.
If so, please allow me to continue this work by supporting this newsletter with a paid subscription, or by placing a like or a comment at the end.
from Holbox island (MX)
Robin Good
In this issue:
Eliminating Customer Doubts
Top 22 Customer Doubts (and Solutions)
.More Tactics To Eliminate Doubts (8)
(Premium subscribers)Access to Curation Monetized Database Catalog 2024
(Premium subscribers)
Eliminating Customer Doubts
I recently finished reading a truly excellent article by
, who has a lot of experience (supported by data) in creating, shipping and selling digital products and services online.The article talks about *digital education products* which may include everything in between information resources, guides, ebooks, webinars and full online courses.
One of his key points is that to create a successful information product, one must devote at least half of his attention to help the customer break free of his own limiting beliefs, prejudices and doubts.
He says: “The best digital education products are 50% education, 50% belief-breaking.”
“For the first ~2 years building digital products, we mostly thought about them as vehicles for “explaining” things and passing along knowledge.
Very “How To” oriented.
But after a while, we started to realize “the information” was only 50% of the learning process. And the real bottleneck holding a student back usually wasn’t the information itself, but their own internal objections.”
I fully resonate with those statements, having seen in first person, how much an entrepreneur can falsely be convinced to deeply know his customers doubts and needs.
The reality is that in general an entrepreneur knows already a lot more than his potential clients and tends to underestimate what may frustrate them the most.
So, to make a good product, providing good how-tos and explanations is not enough.
To make it really good, one must consider and take up also all of the doubts and questions that will raise up in the customer mind before buying it.
In essence: everytime we buy an online resource, a toolkit, an information product, a tutorial or course, we have many doubts, questions and fears that land in nowhere land.
We would like to be re-assured that this is in fact what we really need, but most of the time, the author has put more attention into listing all of the beautiful features and topics his product has, and there’s no trace of answers to our personal doubts and questions.
Addressing as comprehensively as possible our customers prejudices, fears, questions and doubts makes a big difference in the perception of the product and in how trustworthy the people behind it appear to be.
The least the number of doubts and questions a potential customer has, the greater the trust that the product will satisfy his needs and expectations without surprises.
Questions and doubts are the all-natural reaction from a human being when offered an opportunity to buy, change, improve, risk.
Addressing them, one-by-one, upfront, with great attention to details, shows competence and expertise, informs and educates while building trust, which are all key elements needed to make the jump / purchase / decision without hesitation.
Whenever I am about to make an important decision, especially one that may involve spending a significant amount of money to realize it, I get stressed.
Changing, investing and risking are all elements that can bring about a lot of unpleasant thoughts and feelings.
I feel I am about to leave my consolidated comfort zone, and I can feel the fresh breeze of something new, mysterious, unknown and risky.
It may be a long trip, changing the place where you live, investing in a new activity, or joining a new project where there are high expectations.
Or it may be just the purchase of an online information product, guide or course.
There are many things that could go wrong or in unexpected ways.
And that’s exactly what makes me nervous, hesitant, unsure about my decision, and full of questions and doubts that increase in number as I delay and think about my possible purchase.
Should I buy? Should I not?
What happens if I find myself in a situation that is not the one I expected?
What are the things that could go wrong?
To overcome fear, doubts and the unpleasant feeling of not knowing what’s best to do, there’s only one strategy:
Asking, inquiring, investigating in as many ways as possible to increase your understanding of what is exactly to come, how to prepare for it while reducing the unknowns to the very minimum.
So, if you are in the position of wanting to sell your know-how, a new product, course or service, one of the highest priorities should be the one of anticipating all of the fears, objections, doubts and questions that your customers may have.
It may seem rather obvious, but given what you can see yourself online, it is certainly not an approach used by most.
Very few take care of this aspect, leaving on the table many opportunities.
The better you get at eliminating potential customer doubts, the higher the chances:
that you will convert more potential buyers into customers and
that you will do so in a much shorter amount of time.
Top 22 Customer Doubts (and Solutions)
Over the years I have been collecting the emails and feedback forms that I have received from customers before they bought one of my products or services.
Recently I went through all of them with the intention of identifying the most typical doubts and questions my clients have presented to me, before making a purchase.
And so here they are, based on my experience, the top 20 doubts a typical person may have when deciding to purchase an information product, tool, or course online, along with practical solutions for each.
Addressing most of these doubts with practical solutions, you can tangibly increase your potential customers' confidence and likelihood of purchasing your product.
1) Credibility of the Creator
Are you as an author qualified and reputable?
What tells me that you are qualified to solve my problem?
Solutions:
Showcase your credentials, achievements, and past work.
Include a detailed bio
Publish endorsements from recognized experts in your field.
See: Be Credible
2) Quality of Product
How can I personally verify that your product is going to fit my needs and expectations? Is your product / service high-quality?
Solutions:
Provide trials, demos, sample content or previews.
Offer opportunity to try out product in limited ways.
Where not possible use videos and stories that document other people using it.
3) Social Proof
How can I tell whether your product has been received by the general public so far?
Display the number of customers, social media followers
Highlight any awards, recognitions, or quality certifications your product has received.
4) Product Information
How can I know the exact characteristics and features of your product?
Offer comprehensive and detailed information about your product
List specifications, features, benefits, and usage instructions.
5) Comparisons with Competitors
Is this the best option available compared to other similar products?
Solution:
Create a comparison chart highlighting the unique features and advantages of your product over competitors.
6) Reviews and Testimonials
What do existing customers say of your product?
Solution:
Actively solicit and display reviews and testimonials from satisfied customers.
Pro-actively seek and publish testimonials by real customers who can detail the benefits and advantages of buying your product.
7) Expert Reviews and Endorsements
Has this product been recommended by someone I trust?
Solution:
Encourage reviews and endorsements from industry experts, researchers and/or sector-specific influencers.
Provide a referral program to incentivize word-of-mouth marketing.
Share reviews and endorsements.
8) Guarantee / Refund Policy
Is there a money-back guarantee if I'm not satisfied?
Solution:
Offer a clear and fair money-back guarantee.
Make the refund process easy and hassle-free (e.g.: no questions asked).
9) Return on Investment (ROI)
Is the price justified by the value I will receive?
Solution:
Clearly articulate the benefits and the value your product provides.
Include a comparison of cost versus potential gains or savings.
10) Security of Payment
Is my payment information secure?
Solution:
Use secure payment gateways and display security certifications.
Clearly communicate your commitment to data protection and privacy.
11) Hidden Costs
Are there any hidden fees or additional costs that I will have to incur?
Solution:
Be transparent about all costs upfront.
Include a detailed pricing breakdown.
Assure customers that there are no hidden fees.
12) User Experience
Is the user interface intuitive and user-friendly?
Solution:
Invest in user-friendly design and conduct usability testing.
Provide tutorials and guides to help users navigate the product.
13) Effectiveness
Will your product deliver the promised results?
Solution:
Share success stories and before-and-after case studies.
Provide data and statistics that demonstrate the product’s effectiveness.
14) Relevance to Personal Needs
Will your product meet my specific needs or solve my problem?
Solution:
Offer a clear outline of the product’s content, including specific modules or topics covered.
Include case studies or testimonials from users with similar needs.
15) Complexity
What if it is too difficult / complicated (or too easy/basic) for me to use it?
Solution:
Offer different levels or versions of the product tailored to beginners, intermediate and advanced users.
Provide a detailed outline of the contents.
16) Support and Guidance
Will I have access to support if I need help?
Solution:
Clearly state the availability of customer support, including response times.
Offer multiple support channels such as email, live chat, and async messaging.
17) Access and Convenience
Is the product easy to access and use?
Solution:
Ensure the product is compatible with various devices and platforms.
Provide a demo or trial period to showcase ease of use.
18) Duration of Access
How long will I have access to the content?
Solution:
Clearly state the access period and any conditions.
Offer lifetime access or extended access periods where feasible.
Text within this block will maintain its original spacing when published
19) Time Commitment
Do I have enough time to dedicate to this product?
Solution:
Clearly state the time required to benefit from the product.
Offer flexible learning or usage options, such as self-paced modules.
20) Updates and Maintenance
Will the product be updated regularly to stay current?
Solution:
Commit to regular updates and communicate this clearly.
Provide a history of past updates and improvements.
21) Previous Negative Experiences
Will this purchase be a repeat of a past negative experience?
Solution:
Address common pain points and explain how your product is different.
Offer a risk-free trial or a satisfaction guarantee.
22) Customization and Personalization
Can the product be tailored to my specific needs?
Solution:
Provide options to tailor the product to individual needs.
Include customizable features or personalized onboarding processes.
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In the Premium Section
Extra Tactics To Eliminate Doubts (8)
(Premium subscribers)Curation Monetized Database Catalog & Insights PDF