The 4 types of buyers your sales page must speak to (with Samantha Burmeister)

Welcome to Shining New Clients, the marketing podcast that helps you attract shiny new clients to your business. We talk about social media marketing. I'll give you actionable strategies to get more clients today and the mindset that it takes to grow a business all in 25 minutes or less. Whether you're an online business owner or have an in-person service or even a course or membership. If you've got a service-based business, this is the show you need to fill your calendar. I'm Jenna Harding, your new marketing coach and this is Shining New Clients. All the words you write in your business that are designed to sell something are copy, COPY. And you know why that is a stupid, stupid word? Because when you're a new entrepreneur and you've got this new business and you're trying to learn all the things about online business and online marketing and marketing your own business, you can't Google Copy. What are you supposed to Google? What does Copy mean? Copy? Copy definition? None of it's going to get you there. You need someone to tell you. So if I'm that someone, here we go. Awesome. If someone else once told you what Copy is and what that word means, let's just send a little thank you up in the ether for them. And then we're going to go back to the next question. Like I'm pro template. I just I'm also pro like rub both of the brain cells together at the same time and see what sparks here. So like when we're given a template, it's going to be super long because the person selling it to you wanted you to have all of the information that you might need to be able to put on this page. But if you're using a sales page template to write something that's like a freebie and you could probably accomplish in a pop up, then you're also still wasting the time that you would have wasted with blank page syndrome. You're also writing way too much information. And there's going to be sales psychology indicators and trust indicators in there that are like, am I getting got? Is this so complicated? Like people are going to question, why do I have 16 screenings? So I'm going to go back to the next question. to give me something for free. What's the catch here? What are we doing? Rule number one is think about not what you wanna say, but what the adult client needs to hear in order to make a decision. Yes. And you mentioned that there's different brains and different people work differently, think differently, and buy differently. Like for instance, I take so long time to get me to buy something. I just bought blunt stones and I thought about it for eight years. They've been on my wish list for probably as long. So you're gonna have to give me the full rundown once they're broken in. They are, they are. You need them. I'm obsessed with them. I keep saying I wish I did this sooner, but I literally have been thinking about it since my 20s. But other people like, you know, my mother-in-law bought 200 dollar boots online yesterday. Boom, bought it. No research, just like to them bought them. Everybody is so different in how we're making our buying decisions. So then it's up to the seller to appeal to the different types of people. There's needs and wants. And we know this from like what grade four social studies class or whatever. So there's needs and wants. And most of what we buy is a want. Even the groceries that we buy, like you don't need the fancy chicken nuggets. You can buy the cheap chicken and make your own food, right? Like we can go outside and find berries. Like even those decisions are very much wants. So 95% of our purchasing decisions happen subconsciously. They are emotional decisions. And then we rationalize them after. So I went to Costco and I bought all of the paper towels available to me because this is going to save me time down the road. So we make it a rational decision when really we needed like a roll of six to get us through 2028. We have to understand first that most of what we buy are wants and that we're rationalizing them. So every decision that we make is then a subconscious decision. So then after that, there's different types of buyers. There are people who are going to be skimmers. They're going to go through your sales pages, your website, your online content, and they're just going to skim. They're here for the vibes. And like your mother and mom with those boots, she's like boots pretty purchase. Like boom, it's that easy. Then there's going to be high fact finders. I would guess that you were on the Blundstone website. You might have gone over to Nordstrom to see if you could get them 20% off. You might have looked at, okay, but do I really want the ones that are like booties or the ones that go like another inch higher because it snows where I live? And in that-- - If there's a third, if there's an archetype I fall into, because I don't think that I was a fact finder, I was a social proof seeker. Is that one of them? - I asked everyone in their mother what they thought of there. I can think of three people whose brains I picked on where they liked theirs. - Yeah, yeah. - Anything that would probably fall into like being the skeptic to you want social proof to again, it's just a form of rationalizing that you should purchase it. When we think of it that way, like what are the ways in which people rationalize their purchases? One of them is, are the cool kids doing it? There's also another famous famous psychologist is Maslow. So there's Maslow's hierarchy of needs. So at the base, that's food, water, shelter. Then we get into relationships and love. And then at the tipi top is self-actualization. And if you have any sort of pocket change, you're living in that self-actualization space where again, you could go to Walmart and buy a pair of rubber boots and they're gonna do what you need them to do. But when you go for social proof, it's the self-actualization of am I gonna fit in? Are other people liking it? Are they trendy? Are they fashionable? Whatever you're looking for in that social proof, if someone else tells you, then you're like getting out of that skeptic brain and you're rationalizing that like, yes, they will make me. That's that or say proof or whatever. That one's me because I just thought of two more people who I asked and one was my friend who lives in Toronto 'cause I moved to the woods so I never know what's cool. And I asked her, are people still wearing bunstones? And another girl, I was like, our bunstone's still cool and they didn't even have them. I just wanted to know if they thought that I would still be cool if I got them. Yeah, yeah. So it's a fact you are cool. Now that you have bunstones. They'll last you your whole life, Sam. And the leather is insured. So they will replace the leather if it fails you, not the sole, but the leather forever. I can have these until I die, you see. All of the ways to justify the purchase. (laughs) Yeah, so you'd probably be on the skeptic side. And so then when we think about this from what needs to go on the sales page, you don't just need a testimony on your sales page that says, joining MMM was the best decision I ever made. You need something that says, the community behind MMM helped me feel so much more confident in my social media skills. And now that I know Jenna's growth and literature self-frame work, I know that I'm doing this in a way that's like based in fact, right? So they're not just saying MMM was great. They're saying this is why MMM was great so that when people visit your sales page and they see a testimonial that says, this is what it's gonna do for me, their subconscious brain is then rationalizing saying, okay, I'm not just learning how to make a bunch of posts. I'm learning how to make posts that accomplish something for my business. Right, right. So your high-factor founders want the details from a sales page perspective. If you're writing a sales page, that's where you see a lot of drop downs. That's where you see, that's where you go to the FAQs and there's a lot of drop downs there. That's for those people. What we wanna do, this is a pro pro pro tip, is not just then name that section FAQs, but we wanna name that question potentially something with the most common question that they have. Also, we're putting pricing clearly on our website, but we also wanna make sure that if you're selling in dollars, you wanna be able to control F the dollar sign to get you to the facts that people need. So what are people actually searching for when they wanna know? If they wanna know how much time this is gonna take, maybe we put that right in the heading and not in the drop down so that it's easily searchable. So we've got high-factor founders and skimmers. Again, your skimmers also want those really potent headlines because they're gonna just skim through what the biggest brightest words on the page are. So if you're using headlines like, "Imagine if," and, "Do you ever dot, dot, dot?" They're only gonna read, "Imagine if." "Do you ever?" This is probably you dollar sign, and they're not gonna have any value before they get to the part where you frame up the pricing. Everybody needs better headings. That's a delay we'll die on. We all need better headings. So then you've got your folks who are more skeptical versus people who just trust everything, but it's not that they trust everything. It's that they're probably this other archetype that's more amiable, and they're just like, "I trust people who are referred to me." So they're gonna be more amiable, but they're still looking for that relationship and that power. We're still up in that top of Maslow's hierarchy of looking for self-actualization. So those people are gonna be looking for the relationship and looking for the hype. People love hype. There's also people who are more expressive, and they want the vision of success painted for them. - Would that be like future pacing? Like, this is your life. Imagine you roll over and bed and wake up and you already have comments and likes and DMs because you scheduled your content. - Exactly. - Expressive people love enthusiasts and they love a good story and also they're gonna love social proof. So when you say, "You wake up in the morning and see a gazillion DMs," you're gonna put a little testimonial right there that says, "I wake up every morning, "neil and million DMs." It's gonna be crafter than that, but basically that. And also I wanna clarify that you're not either or. You can be all of them at the same time. So it's just important to know what people are looking for. I think the biggest thing to note here is that nobody is looking at their pain points. People are not buying from the past, they're buying from their potential. So while we do wanna mention pain points, I think this is where we tend to go wrong of like all of our hooks, all of our headlines. People have like a whole big chunk on their sales page where it's like the hero part of the sales page, the first scroll, the above the fold, whatever you wanna call it. And then they go into like problem section, problem section, this might be you, everything sucks, you're stuck. All of this is wrong. Well then what we're unconsciously doing is aligning yourself with the problem and not the solution. So we can acknowledge people's problems by aligning the solutions. Something Chat loves to do is go from X to Y in just three days or whatever, but we can take them on that story where we acknowledge that like you're gonna go from stuck to thriving, but we're not living in the stuck part. So all of these people are looking for results. They're looking for trust. They're looking for self-actualization. They're looking for what is going to happen, not when I buy this thing, but as a result of buying the thing. For you as the seller, this ends at the sale. You want to make a sale, but you have to understand that the people reading everything, reading your captions, reading your sales pages, reading your emails, didn't wake up this morning wanting to buy something. They woke up this morning, wanted to be something. And how can we help them be calm who they want to be in the future? - Mike Drop. Mike Broke. - Mike Drop. - Or, well, there is to it. - Yeah, yeah. You're not just selling your solution, you're selling the transformation that your solution provides. So that's where we really get to live in the future. So anytime you're on your website and you're looking at it and you're like, oh my gosh, this is so problem-focused. One, call me or two. Look at it and be like, okay, but what's the problem I'm talking about what's the solution and what happens when that's no longer a problem. "Beautifully said, if I had a worksheet, it would literally just be a piece of paper horizontal with two lines down it and the things would be like problem solution transformation and you just draw a line like, okay, the problem is you wake up tired in the morning, the solution you provide as you sell energy drinks, the transformation is you have so much more energy for your kids and you're a better person. Like that's what we're selling is you have so much more energy for your kids and you're a better person, we're not selling that you don't have energy drinks. - Yeah, absolutely, that's such a simple way of putting it. We could go on for hours, leave 'em wanting more and if Sam they wanted more, what might they stream after this episode? - Yeah, so I have a podcast called Copy Ant and episode three digs more into sales psychology and gives a different perspective on sales psych. So that would be a great place to find me. I'll make sure that we have that linked in the show notes. If you want more of me, I too am on Instagram at nomad.copy. Awesome, you can tell them your offers too. I think we're going to just wow, okay. - Yeah, yeah. - Great, well, Jenna and I actually worked together in Copy Ant demand, which is a very low ticket membership so that entrepreneurs can write copy that sounds like them but can work better. And when you write copy, you send it to me to make sure that it's great before you hit publish. And sometimes it's just absolute shower thoughts out of Jenna's fingertips onto a Google doc and that's super fun and sometimes it's, okay, this is almost perfect how do we bring it across the finish line. So that's Copy Ant demand currently in the wait list but we'll make sure that that link is in the show notes as well. And I also write really freaking great copy for service providers. So if you're looking at this and you're like, oh my god, Sam knows way more than I do. Can I just hand it to her to do? Absolutely, just reach out. - Well, bye then, I'll see you on the internet. - Okay, sounds fantastic.