Craft & Maker > Business > Copywriting For Crafters > Why Aren't They Buying?

Why Aren't They Buying?

 

Copywriting for Crafters

 

Lesson Info

Why Aren't They Buying?

Let's look at why your customers aren't buying. So if your views aren't converting to sales beyond any mistakes that you might be making your copy reading the customer comes with their own hesitations, their own questions and their own doubts and problems. Something is always holding them back, just like when you go shopping online, something is holding you back or when you're deciding in the store why your whether or not you're going to purchase. So I want you to think about how long you think about some purchases. Have you ever browsing at sea shot for weeks, coveting a special item, but you've never bought it? Yeah, yes, yes, yes, how you ever daydreamed about an expensive piece of furniture that you want to bring into your home, but you've never splurged on it? Have you ever added a much needed book to your wish list and then left it sit until it's, almost for gotten? Why do we do this? Why aren't we buying it's simply a matter of human inertia, inertia is the resistance to change ...

your state of motion or direction it's the tendency to stay where you are as you were, aside from the buying process, I have there's a spot on my couch at home, it's like a corner spot, there's a fur blanket next to it. That is what I think of every time I think of human or nurse sha because if I'm in that spot I am there for the rest of the day I cannot move nothing will compel me to get anything done I'm there and I'm resistant I'm resistant to get up to go to the bathroom there that's my survived and I'm under a blanket and I'm cozy so I always think about that and then apply that idea to buying so have you ever been on a saving like you? I've been on a saving ben where you're like I'm just not going to buy anything we have enough stuff and you've been saving for months and then you go out one day because you really need a few things and you made one purchase and then you spend the whole day buying everything you've ever needed for the last three months, right? That happens all the time and I even I'll take that one step further I buy all day and then I come home and shop online because I'm not going to forget anything and I have packages coming in my house for two weeks we call that splurging but what's actually happened is there was a shift in inertia you overcame your resistance to spending and you moved into aa direction of buying and so your customer comes with that same resistance and there's an easy fix that we use in copyrighting and mark in content marketing time and time again and we're going to cover that here when we address these things but you know I'm going to cover it quickly for you now to not leave you hanging you always need to give your customer a by now a reason to buy now in today's copyrighting in formula a copyrighting formula and sales techniques I'm going to show you how to motivate the sale and shift your customers inertia to get them to a place of spending and yes, I want this product so let's talk about what else might be holding the customer back ah hesitation typically occurs right before check out so remember that the step before buying is the product listing there in the product listening and in copyrighting you're speaking to them at a vital place in there buying decision in your in your product listing the customers thinking what is it really going to be like if I buy this in other words and I going to get what I expect or am I setting myself up for disappointment? You know how that feels when you're when you're really considering a purchase? Will I be happy with this product when it arrives in my home and what happens if I'm not happy with it? So you're weighing the pros and cons of the exchange in value I always look at business as an exchange of value is it worse the money that I have to spend on it and we worry more about the loss of our cash, regardless of the game, we always worry we always resist trading our cash for whatever we're trying to buy, so basically all that hesitation boils down to this question, is this going to be totally worth it? Or will I regret making this decision? The customer faces one of three problems remember, your ideal customer comes with a challenge there's a need or avoid that they want to fail in their lives or their homes. Ideally, they'd like to solve it once and for all, and they are skeptical, skeptical if you can solve it for them, they're skeptical. I want to say that, but I don't want to take I don't want anybody to take that advice and run, because sometimes in trying to prove ourselves or erase skepticism, we actually create more doubt so it might might copyrighting formula. We're going to talk about a perfect way to address their doubt without planting more hesitation with your buyer number two they're unfamiliar, unfamiliar, and, as we discussed earlier, the ambiguity, the ambiguity effect might be causing more problems for them to solve. It might be too pricey, and they don't understand the pricing there might be too cheap, and they don't understand the pricing, there might be too many options or our choices for them to make so that's what you always want to be as specific as possible make it easy on your customer, right? Simply as if they're hearing about your product for the very first time. If you overwhelm them, they will be over and out they will click away. Number three, they're unsure they have someday syndrome, meaning I want I want that expensive para genes, but I need to lose five pounds first that's the someday syndrome, then that they could be stuck there for a long time. It could be they're still thinking things over. It could be a matter of human inertia if your customer has overcome these first two doubts. Let's say they are not skeptical and they're pretty familiar with your brand in your product. Number three is a danger zone it's a limbo and they can people can exist here for so long that they can forget about your product altogether. So just like the keep online wishlist when you keep an online wishlist, I mean, I know I my amazon there's pages of full of products and most of them I adored at one time, but I don't even remember putting them there, and then now they're completely overlooked we do not want this to happen to your product. At home, we do not want that to happen to your product in master it in mastering your copyrighting, we will always be giving your your customer a reason to buy now, so we have been zoomed in tight on product listing so far, and these three issues are actually very important system wide business wide caught content marketing line there's something that every time that you speak with your customer, you want to be sort of solving this problem and warming your customer up and making their buying thermometer hotter so thiss that will give us a great opportunity to look at the bigger picture, which is what we're going to be looking at next and it's a great time for any questions we can talk to the chat room stick. I just wantto stop and pause because my come, my producer just chatted me and said, this is one of the best classes I've ever seen on creative block so that's from justin and he's just really drawn to z psychology of behind selling and the fact that you can then I'll add to that that you can. The point is to use your cooperating to address that and teo identify those customers and then speak to them yes, it's kind of like, oh yeah, we can do that let's see if we have any questions and then we'll go on line I don't I don't have a question so much as the comment because I know I was here for monday's class with terror genteelly about pricing your craft and she talked about having a sense of urgency as well not so much like but I know it's going to go on but trying tio invoked the same thing you're talking about and some super excited to see how to actually implement that, you know, using the copyrighting that it was still a bit of a vague idea where it's like ok, I need to create a sense of urgency, but I'm excited to learn how yes great great that's a great tie in thank you have a question from there some folks who are watching who don't actually sell the end product but our suppliers like, say, suppliers of beads for jewelry makers or some suppliers of other craft things that other people use is there. So it is the same advice apply or is there something different in terms of the question to find who your ideal customers? You know, I am so glad that you brought that up because they are supply shops are they have are the exception to a couple of rules I actually have a supply shop in the master copy reading formula where I'll show you exactly where they're different but that yes, they definitely follow a different set of rules fan tastic? Yes, the question I mean from the visual scribe, I'm curious about thes three if there's one that is, uh, more typical or kind of the death uh, I have a heart to the knife through the heart or are they all resolvable? Um, I would say the limbo about the customer being unsure is the most day is the biggest danger zone because, um, your customer can really get stuck there until they completely forget about it. I think the first two are easily easy fixes that you're definitely going to do with your product listening. We're going to do that today, but if you're not giving them substantial reasons to buy now or have, or by soon because they don't have to buy right now, I love that about content marketing a cz long is they're tuned in and listening they don't have to buy right now, but they need to be warming to that cell so they needed to always be doing something. The last thing you want your customer or your client to do is start to feel a sense of neutrality. You don't want them to get neutral because when they d'oh there you're just in the for gotten zone and you don't want to go there so again, you're going to use your content marketing to be speaking to people in a way that keeps warming them and warming you to each other really just building that relationship always moving forward advancing the sale that's what we want to do place um bronwyn with tireless hearts and my problem is I'm a lifelong number three like I'm I go into stores and I tell the salespeople don't spend any time with me I'm a waste of your time I'm going to make you crazy go on and find somebody else because I dither endlessly I walk out of the shop and then a week later I'm like I should have bought that yeah you know and so when I see customers or when I you know, communicate with them online I kind of assumed they're going to do exactly the same thing I do and I have a lot of I don't have a lot of confidence that I can make that leap over that third you know, in sureness or someday someday syndrome or whatever yeah um because I'm so very good at that one yeah that I can't I can't see a way around it myself what I love about that is that you are your own case study so you do make purchases sometimes and just start paying bringing awareness to that why did I buy? I mean I've been so unsure about I'm always unsure about whatever I purchase what made when you get hot don't think about when you're buying because that might you know, mess up your experiment but when you get home in the last purchase you made think about why was that a no brainer for me when everything else is such a difficult decision and I think that would help you understand and I don't I don't agree with you that so many that all of your customers will come from that place that might be your care you know I assume they will yeah and I'm probably wrong right when you take a more authoritative approach in your product listening and when you tell the customer this is for you this is for you this is for you that will give you practice in using that language and in a stronger you need to own that sale you need to you're in business is for your benefit it's for their benefit on that sale take that product home let help them take that product home nothing wrong with that thank you sure great piece of advice um we have a few votes on this question from love sparkle pretty that goes back a little bit as we were talking about you were talking about reviews you're talking about the product listings question is do you have a simple formula to what we should include in the product listening? Do you think we should include a customer review or two in the product description and you said that you took some of the language and used it from some of the reviews that you've got to describe the products, but is that the same as including an actual review in the product description? Sometimes you d'oh, but in extreme circumstances, I'm gonna use my own example because it's what's popping into my mind those we're going to shine a light on people's reviews and testimonials, there's a way to use that in content marketing and it's a it's a brilliant way to get to attract more people. Sometimes I use the product listing if I feel like my customers are loving our I'm sorry I used the customers review if I feel like the customers are loving this product so much, and my product or my current product listing isn't doing its justice. So, for example, I had a I had a great bracelet that's now then sold out, but I sold aa lot of them and I loved it, and the pictures were great, and I was really some of my best photography, and it was so sparkly in the listing, I sort of caught it what it wass and then one of my customers, customers wrote in a review and said, use this sparkles from across the room. And when I get something like that, I can't not use it, and I might as well put it in quotes because somebody said that when they were wearing it on dh, there are other reviews if I'm trying tio if I want to back a claim, if I want to back a claim, I will use a review in the listing, I do it rarely for those two specific purposes if they've said something that's going to blow away and make every other customer considering that purchase well, this it is a no brainer, then I have to use it, but I don't use it in every listing. I don't use any technique and every listing I mix and match because again, I do not want my customers to notice the things that I'm doing to strategize my business. I'm having a friendly conversation, I'm building on the sales, so we we are going to come back around to that we have some great, great things that you can do to shine the light on your reviews for sure fantastic so much amazing content in this class and people are really lovingly said the way that you actually deliver it as well, and I wanted to read you a comment from bundle wade has been with us this week I was not familiar with lisa, but she exhibits a beautiful combination of authority and warmth that makes you feel like she is talking directly. Tio, my heart. Thank you so much.

Class Description

You built your online store, now it’s time to do the fine-tuning that gets people to buy! In Copywriting for Crafters you’ll learn wordsmithing tricks and techniques that lead customers to check-out. 


Lisa Jacobs is an experienced Etsy® seller and dedicated creative consultant. In this class, she’ll help you write the words that reach customers and motivate them to make a purchase. You’ll learn how to: 

  • Develop a copywriting template 
  • Critique your own work 
  • Avoid common copy mistakes 

Lisa will help you guide customers through the buyer's journey. She’ll tell you exactly what to include in product descriptions and what to leave out. She’ll also reveal the common errors that cause product listings to fail and she’ll help you ensure that yours always stand-out. 


Use the words that get results. Join Lisa Jacobs in Copywriting for Crafters and increase your sales by sending the right message, at the right time.