The Marketing Power of Removing Your Customer’s Fear

I’m beginning to work on my first set of digital products to offer here, and I’m pretty excited.  It’s something I’ve been wanting to do for a couple of years now, but I’ve put off doing it because I was scared of getting started.  I wasn’t sure how to get started, wasn’t sure how to sell the products here, wasn’t sure how complicated it would be to get everything set up, etc.

The fear of getting started was due to my not being sure what would happen and that I wasn’t sure how to get started.  But recently I discovered a way to get started that simplified the process.  Awesome, but I still wasn’t sure what to do from a technical side to get everything set up here.  I assumed it was a pretty difficult process and that I would need to bring in someone to help me.

I asked a friend about this (someone that sells similar products on her site) and she told me an easy way to do it myself that I hadn’t thought of.  BAM, promise solved!  The fear was gone, and I’m moving forward!

You can empower your customers by reducing their fear.

Often I’ve talked about how you should view your blogging as a way to empower your readers.  You are giving them a new skill, a new ‘superpower’.  Maybe you are teaching them how to solve their problems, or how to simply be better at whatever it is they are trying to accomplish.  But often, potential customers won’t by from you because there is a fear factor involved.  Maybe it’s a fear of the unknown, a fear of something going wrong, etc.  In these cases you should still educate your customers, but if their fear is mostly or completely unfounded, you need to help them realize that.

For example in the tweets above, Annie mentions how her customers want to learn how to ride a horse, but are afraid to get started.  I immediately thought that she should show her adult customers how children can pick up riding a horse.  With the idea being ‘if your daughter can do this, there’s no reason for you to be afraid’.

Think about what it is that keeps your customers from buying from you, and remove that obstacle from their path.  When you walk into my dentist’s office, you are greeted by a warm and friendly receptionist.  Then you have a seat on nice and plush couches that are so comfortable that you’ll fall asleep if you aren’t careful.  There is a play area downstairs for children and you can hear sounds of Pac-Man being played.  And you can smell delicious fresh-baked chocolate chip cookies that each customer gets when they leave.  Because this dentist has gone out of his way to create a peaceful and relaxing atmosphere in his office that makes the customer comfortable.  Which helps reduce their fear of being there.

Because if you think about it, removing someone’s fear is a pretty awesome thing to do for them!