Managing Emotional Sticking Points in the Buying Process
Build brand love by recognizing that most buying decisions are made at the emotional level and rationalized afterward. Is your content relevant to building brand love?
Customers often do not buy from you for emotional reasons. These are concerns that they may not share with you.
Dealing with several of these concerns successfully can get you onto the path of building brand love with more prospects and current customers.
Just like relationships between people, prospective customers may be concerned about what you may, or may not do, and prefer to avoid a relationship with you in the absence of further information.
This tool helps you to link commonly occurring concerns with ways to address them so as to resolve those concerns.
Where you need sufficient relevant content to approach prospects cold, or via retargeting to grow your influence.
- Sponsored ads. i.e. Topics that you know could get an emotional response from your prospective customers.
- Website content. e.g. FAQs so you can address issues that are a concern when prospects are comparing you to competitors.
- Storytelling / Case Study content that shows the problem a customer had and how you went about solving it.
- Email lead nurturing content that allows you to get closer to a sale by showing that you are a problem solver in key areas.
- Whitepapers to show the benefits and rationale for the implementation of a proposed solution where it matters.
- Video content to demonstrate that you can address specific concerns.
- Live streaming topics on issues where you can answer issues of concern live and credibly.
- Unpaid posts where you can grow likes and shares by addressing issues that really matter.
- Sales pitches where you need to show you are different and can be trusted where it matters.
Select from a list of 33 “Emotional Sticking Points” that your prospective customers might have.
These are likely concerns they have when making buying decisions that need to be addressed.
Alternatively, they may be concerns that they have when buying from your business, your category or your industry.
There are four examples of how each concern might apply. These can be found at the bottom of each page.
There are up to 44 potential options to address each concern based on your organization’s specifics. These are shown as a checklist that you can choose from.
These may be functions your business performs to provide a solution to that concern. Sometimes there will be more than one way to address a concern. Hence, you have an extensive list to choose from.
Create a strong argument for showing how you can address a customer’s concerns using the checklist for each concern. The checklist covers most areas of a typical business’ features to do this. This provides a structure for justifying your solution to the prospective customer’s concern.
Add up to 5 custom options to address each concern if the option you require is not already listed.
Add in your own comments under each solution.
This is useful to tie in a specific message you wish to use when communicating a solution to a concern.
This can also be a guide for what you wish to express if you pass on this information to someone else in your team. e.g. A copywriter.
There is a checklist of communications channels to remind you of where you wish to use this content.
You can save your work in case you cannot do this all in one session.
You will receive an email customized with all your choices and comments as soon as you submit the information.