We have to remember that no journey, no buying decision happens in a split second.
All buying decisions are emotional and most of them are predicated on somebody feeling safe enough to make that decision, having enough confidence in the relationship with whoever it is that they’re about to transact with, to come in. Whether it’s a relationship with the brand, whether it’s a relationship with the product, a relationship with the community, there is a relationship at the key. And most of the time when people don’t buy it’s because they do not feel safe and they can’t trust you enough to use their credit card. This could be a matter of consistency. This could be having touchpoints. This could be helping them feel safe, but people have to trust us very often
We have to remember that our job is to create a tight container in which people feel safe in which people trust us. And what are some of the ways that we can do that? Do we email our people consistently when we tell them that we do, do we tell them to comment on our social media, but we never respond back to them, they send us DMS and we never write back. Do we actually get on calls with them? Do we interact with them? Have we actually helped them accomplish their goals? Or relieve their pains, regardless of that credit card.
Have we actually done something with our content, with our customer service, with our interactions that have actually moved them one step closer to their goal instead of being like everybody else and berating them with everything that’s not working, which makes them stuck? Have we done the things that would create that container that allows somebody to feel safe? That would know that when they are with us, with our content, with our emails, with our team, with our products, with our services, that they feel safe and they’re moving one step closer to those goals. And at the answer for any of those is a no, well, what a gift that it is. But we have to remember that no journey, no buying decision happens in a split second. It’s a series of touchpoints over time, which is why use the lighthouse analogy. We have to remember that we have to consistently shine our light, guiding people in and guiding people in and guiding people in. And if we do this with our customers, if we do this with our potential customers, if we do this with our content in all the places that we meet, these people, there’s only one guarantee. And it’s that you succeed.
Our job is to show up daily. Our job is to guide people to help people. There’s not this promoted once disappear for 30 days and expect people to buy. Our job is to create these containers where they feel safe. We have to show up daily, our customers and potential customers want us to be there. That’s why they engage in our social and first place. They don’t want to go consume distraction. They want to consume a community or a brand or content that helps them achieve their goal. And most of the time they’re consuming other stuff because they’re missing that connection that helps move them forward.
But we have to care. We have to show up, we have to keep our word. We have to help them. We have to be their teammate. Not the abusive coach that berates them with toxic masculinity or toxic comments or putting people down. We have to be there consistently and constantly trying to help them to get them to move forward. Not to try to extract something from them, not to squeeze the last dollar out, not to convince them that this is the only way. How about it’s to show them it’s the path and get them excited. So they stay forever. So you actually have to give a shit. If you want this to work, you actually have to care. You actually have to show up and help people. You actually have to make a difference. Nobody continues to buy a product that is dog poop. Nobody continues to use a product that doesn’t work. Nobody talks about a product or a company or a service is a good way that they had a negative experience with. And so if you want somebody to give you their credit card, if you want somebody to give you their trust, you have to create a container. Where you’ve shown up consistently and they feel safe. They feel confident. They feel like they have a team. And I don’t care if you sell batteries, supplements, or services. There is not one business or one company in the world that will succeed in the long game. By trying to extract people, squeeze them dry, make them feel bad and wrong, and leave them abandoned in what they’re pursuing.