July 10, 2021

Ball Droppers

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.

Yours,

—J

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