Know-How Exchange : Student Questions

What do you want to convince them of?

Because convincing them means that they trust you. The easiest way to get them to trust you - is to trust them first. And it's not as easy as it sounds, especially online.

You need to convince them that what you offer is a better value then your competitions' (and with less risk).

Aim to persuade, not convince.

Educate them on how to buy wisely in your category.

I buy something when I want what's being offered and it's presented in a way that makes me believe the seller will deliver what I want. When I'm hungry, an ad for food that looks good at the right price AND from a restaurant I know, trust, or that seems to be worth trying is likely to work on me. If I don't know the restaurant, but they advertise a brand or a type of meal that I know, they have a chance.

When I'm looking to learn something, an ad for an online course or a book will win me over if it seems the product has the information I want and the seller understands what I'm looking for and how I feel. If they understand my problems and tell me how they will fix them, I'm likely to open my wallet. (Or purse.)

I also buy when I can't risk NOT doing so. Sometimes this is on my own (flat tire, body in pain, etc.) and sometimes it is an ad or a salesperson approaching me and pointing out what I already know. (A life insurance commercial stressing the need to provide for my kids when I know I haven't signed up for a policy yet...Back to School ads when the school year approaches, etc.)

I think sometimes we forget that we're consumers too. What makes us buy is the same thing that makes other people buy. Even though we know the "tricks" and techniques, good salesmanship works on us too.