The Surprising Reason No One’s Buying Your Product or Service

Your Content Isn’t Converting

Are you trying to convince people to buy your product or service by listing its features and benefits? 

If so, there’s a good chance that this is exactly the reason that your content isn’t converting your visitors into buyers of your products and services. 

Now – I know that sounds wrong, but let me explain. 

The Reason You Should Never Simply List Your Product’s Features

You’ve got this nifty new widget or widget service and you just know that if you give your prospect enough information about it, they’ll certainly want to buy it right now. 

There’s just one problem with that assumption. 

Very few people buy due to logic. 

I’m serious! 

Believe it or not, people (men and women) make their buying decisions primarily from an emotional standpoint, and then use logic to justify their buying decision. 

Can you see the difference? 

A list of features and benefits, while logical and thorough, doesn’t tap into the real thing that people are trying to buy from you. And that leads me to my next point. 

Your Customers Aren’t Actually Interested In Buying Your Product

I know – I’m starting to sound like this is a whole blog post full of contradictions!

But your audience isn’t actually coming to you to find a product or a service. 

They’re really interested in solving a problem. Curing some kind of “pain,” whether literal or metaphorical.  They’re coming to you so they can buy an end to their pain. 

The sooner you realize this, the sooner you can figure out exactly how to create content that speaks to your prospects’ pain (and watch your conversions climb in the process). 

If You Don’t Know Their Pain, They’ll Never Buy From You

In order to convert browsers into buyers and customers for life, you must get in touch with your customers’ pain points. 

Are you marketing for health and wellness products? Then you’re not selling shakes, you’re selling hope!  Does your business consulting service teach clients the ins and outs of running a business?  Then you’re not selling information, you’re selling things like peace of mind, confidence, and relief of having your business affairs organized properly. 

Do you see what I mean? The product or service you offer isn’t “the thing” itself. It’s the way your customers will get to experience the life they want – pain free, problem free, with abundant wealth, etc. 

When’s the last time you reviewed your analytic accounts and content to make sure you’re really connecting with your customers’ deepest desires?  Leave a message below! 

7 Comments

  1. Yes, yes, yes, yes! This is all so relevant and I need to remind myself of it all the time. Last time I review my analytics was…let’s set, what time is it now? 😉
    Jackie Harder recently posted..Simple ways to get worrying under controlMy Profile

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  2. Absolutely correct, Edmund. It’s all about solving their problems and relieving their pain. If they see that you know what they are experiencing, they will be more receptive to your offerings.

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  3. A great reminder on how to market 🙂

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  4. This was interesting, even the second time.. since I forgot some of the points I was going to make. LOL With SEO, it’s mostly about education since most of the time they have no idea what I do… but I try to make a point (after a brief description) of asking how they think my biz could help them… It’s important to have a product/service that helps the pains versus creating a product/service first, then finding those you can “help. Good post!

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  5. This is very true and very good. People need for you to solve their pain point. So, you need to understand their pain point to solve it. Well, what as perceived as solving it. Good article.

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  6. Great post Edmund! It makes sense, but it’s surprising to see on the web how many Marketers just don’t get it. “You’re selling the sizzle, not the sausage” springs to mind. In my Marketing, one of the things I like to focus on is what my customers can now do with the time that I’ve saved them. That helps them visualise the benefits of working with me, and leads to conversions.
    Marcia recently posted..How To Improve The Ranking of Your Website Using Social MediaMy Profile

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