Captain’s log, stardate 20210710
If what you sell requires interaction from the buyer to unlock the desired outcome, you might find that people don’t buy it NOT because they don’t think it works but because they don’t think it’ll work FOR THEM.
In other words, your prospective buyer might trust you completely and believe that your product or service is amazing, but doubt that they would follow through on their end of the bargain.
They see themselves as the horse in the expression “you can lead a horse to water but you can’t make it drink.”
Folks who know they have a history of buying stuff and then dropping the ball (e.g., paying for a course and then never showing up) will be reluctant to repeat the experience.
If you’re attracting people like this, the solution isn’t to improve the offering, or lower the price, or increase their trust in you.
The solution is to attract different people.
Enjoy this message? Here are more things you might like:
Private Coaching with Jonathan - Has your successful software business plateaued? Break through to the next level with my private coaching program. Sorry! SOLD OUT through the end of 2021.
Group Coaching with Jonathan - Live group video Q&A sessions every other week, instant access to years of previous sessions, and a dedicated Slack for group discussion.
Hourly Billing Is Nuts - Essays On The Insanity Of Trading Time For Money