More enquiries.  

Thats what we all want.  


We want more people sending us messages and emails wanting to know how they can work with us.  So, to try and create interest we tell them what we can do and how fabulous we are. Maybe that worked for a bit.  But now, two or more years into your business the people in your circle already know how great you are?

What you need to do next is push back that circle and make it wider, so that it includes more people.  Or as everyone keeps telling you, you need to “grow your audience”. But how do you do that if telling people all the things you’ve already told them isn’t working anymore?

Put yourself in your ideal clients shoes.  Why would THEY buy your thing? What is it going to do for them?

Bryan Eisenberg has put together a list of 20 forces that influence people to buy.  The secret to growing your audience and increasing your sales is having an understanding of what makes your ideal client tick.

Here’s some of the forces on Bryan’s list…………

    1. Basic needs. We buy things to fulfill what Maslow describes as the bottom of his hierarchy; things like food and shelter.
    2. Convenience. You need something now and will take the easiest or fastest path to get it. Think about the last time you were running out of gas, or were thirsty and found the nearest beverage of choice. This could also be choosing the safe vendor (no one ever gets fired for hiring IBM), or purchasing something to increase comfort or efficiency.
    3. Scarcity. This could be around collectibles or a perceived need that something may run out or have limited availability in the future. Additionally, there’s a hope to gain a return on investment, such as collectibles or antiques; anything that accrues value over time.
    4. Prestige or aspirational purchase. Something that is purchased for an esteem-related reason or for personal enrichment.
    5. Emotional vacuum. Sometimes you just buy to try to replace things you cannot have and never will.
    6. Great value. When the perceived value substantially exceeds the price of a product or service. This is something you don’t particularly need; you just feel it’s too good of a deal to pass up. (Like the stuff they place near the endcaps or checkout counters of stores.)
    7. Name recognition. When purchasing a category you’re unfamiliar with, branding plays a big role. Maybe you had to buy diapers for a family member and you reach for Pampers because of your familiarity with the brand, even though you don’t have children yourself.
    8. Fad or innovation. Everybody wants the latest and greatest (i.e., iPhone mania.) This could also be when someone mimics their favorite celebrity.
    9. Compulsory purchase. Some external force, like school books, uniforms, or something your boss asked you to do, makes it mandatory. This often happens in emergencies, such as when you need a plumber.
    10. Ego stroking. Sometimes you make a purchase to impress/attract someone or to have something bigger and better than others. To look like an expert/aficionado; to meet a standard of social status, often exceeding what’s realistically affordable to make it at least seem like you operate at a higher level.
    11. Peer pressure. Something is purchased because your friends want you to. You may need to think back to your teen years to think of an example.
    12. The “Girl Scout Cookie effect.” People feel better about themselves by feeling as though they’re giving to others; and especially when they’re promised something in return. Purchasing things they don’t need – or wouldn’t normally purchase – because it will help another person or make the world a better place incrementally is essential to certain buying decisions.
    13. Reciprocity or guilt. This happens when somebody – usually an acquaintance, or someone rarely gift-worthy – buys you a gift or does something exceptionally nice and/or unnecessary. Now it’s your turn to return the favor at the next opportunity. Examples:
    14. Event. When the social decorum of an event (e.g., wedding, Bar Mitzvah, etc.) dictates buying something or another.
    15. Holiday. ‘Nuff said.
    16. Empathy. Sometimes people buy from other people because they listened and cared about them even if they had the lesser value alternative
    17. Fear. From pink Taser stun guns to oversized SUVs to backyard bomb shelters – and even stuff so basic as a tire pressure gauge – these things are bought out of fear. So, before you go knocking “fear” as a motivator, ask yourself: Are you Y2K compliant?
    18. Indulgence. Who doesn’t deserve a bit of luxury now and then? So long as you can afford it, sometimes there’s no better justification for that hour-long massage, that pint of Cherry Garcia ice cream, or that £75 bottle of 18-year single malt Whiskey other than “you’re worth it” (best when said to self in front of mirror with a wink and/or head tilt).

How well do you know your clients?

Which forces come into play when they buy from you?

How can you identify these wants and needs and build them in your marketing?

Not sure?

I can help.  I’ve got one space remaining to work 121 with me before Christmas.  Over that time we are going to identify your ideal client, get super clear on your messaging and then build out an entire marketing strategy that you can roll out and repeat over and over again.

If you’re interested just send me a message and we’ll have a chat.