The Three Steps To Uncovering Your Customer's Strongest Buying Trigger
Plus the Day 34 build in public update
Hello,
Thanks for popping open another Thursday edition of my newsletter. I live in Southern California and our weather is hot one day, cold the next. How is it where you live?
The weather is as constant as my energy level the last few days. Raring to go on some days and a bit tired on others.
In any case, as long as people are reading what I write, I'm able to keep publishing.
Let's get on to today's newsletter.
We've got two sections today:
Article: The three steps to uncovering your customer's strongest buying trigger
Build in public (BIP) Day 24 update
Let's get crackin'.
The three steps to uncovering your customer's strongest buying trigger
Since 2010, I've helped sell over $2 million in online courses.
In that time, I've discovered there are three steps to finding the trigger that will make your customer want to buy.
Here are the steps:
Step 1: Create a selling point hypothesis
List the problems your course solves. Then decide on one as the main selling point, for now. But don't get attached to it. You could be way off. The other steps will help you refine it or find a better angle.
Step 2: Collect live customer feedback
Share your idea verbally with one or two people in your target audience. Then listen. But don't forget to ...
Step 3: Interpret the easy-to-miss signals
Objections (but what about?) = I agree with the premise but I anticipate a problem. This is gold. They'll buy if you can solve the objection.
Contradiction (That's not my problem, my problem is ...) = I'm helping you figure out what your selling point should be.
Excitement (When can I buy it?) = Duh, you're on track.
With these three steps, you'll discover exactly what moves your customer to action.
Next, I'll share my latest update on my journey to create my upcoming course.
BIP Day 34 - Working on the offer page
I've gotten some great suggestions for improvement of the course from the people I've sent it too already as well as some awesome words of praise too.
As I incorporate the feedback into the course, I'm also writing the offer page for the course.
Today I listed out 19 features, tomorrow I'll turn some of those features into bullet points. If there's time I will brainstorm for other elements of the offer page such as "What this course is" and "What this course is not."
Below is the full list of elements that I'll include in the offer page:
• What the product is about (and what it’s not)
• Risk Reversal
• Graphics
• Bullets
• The yes-yes grid
• Headline
• The biggest problem
• The solution
• Testimonials
My expectation is to have all this ready by next week.
Thanks for reading. I'll be back tomorrow with a short update.