80. How to make your products or service more compelling
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Lately, I've been paying attention to the factors that convince me to buy things—especially when I'm not super familiar with the product or creator who made it.
By far, the most compelling factor in my decision to puchase was the positioning.
What does it do, how is it unique, and is it for me?
And assuming the product or service is well-positioned, I really analyzed what else made me more likely to want to buy things.
And after a lot of analysis, the second most significant factor was social proof.
Things like:
. . . .
Lately, I've been paying attention to the factors that convince me to buy things—especially when I'm not super familiar with the product or creator who made it.
By far, the most compelling factor in my decision to puchase was the positioning.
What does it do, how is it unique, and is it for me?
And assuming the product or service is well-positioned, I really analyzed what else made me more likely to want to buy things.
And after a lot of analysis, the second most significant factor was social proof.
Things like:
- Unsolicited recommendations
- Reviews and testimonials
- Case studies and work samples
- Client and media logos
- Statistics and numbers
- Group affiliations
The main crux of this is selling people on two points:
- Does this work in general?
- Does it work for people like me?
- Will it actually work for me?
The last part is the trickiest, which is why you can never have too much social proof.
So there you have it. Are your/your clients' products and services well-positioned?
And if they are, how much social proof surrounds the places where people make buying decisions? My guess is there's always room to improve and add more.
Got any good tricks up your sleeves? Let us know in the comments below!
—kw
P.S. I'd love to hear your feedback on this group. Want to leave a testimonial or review? DM me or email kevin@kevin.me and I'd be delighted to hear from you. 🙏
