What I Bought This Week: Security
Does your product or service evoke any kind emotion?
Do you know what it is?
I started taking a course and one of the first things the teacher said was, “No one ever bought a product. Everyone is buying an emotion or transformation."
I'm not sure if I fully agree with this statement, but I don’t disagree. There is an emotion attached to everything we buy and do.
I want to talk about it. I’m going to give you a probably too close look into my life, what I buy and why I bought it. I hope it’s eye-opening for you and how your customers view your product, why they would buy it and how they feel about it while they’re buying and after they buy it.
Let’s do this…
What did I buy this week?
Security.
I bought a course from well-known, highly successful copywriter. I’ve followed him on Twitter for about a year. He’s actually coached a few guys whose courses I have also purchased and gotten a ton of value from.
He’s been pitching his course and coaching on Twitter for a long time, but it’s always been exceedingly expensive. But last week he dropped the price and I bit on it.
Why does this course make me feel secure?
It doesn’t give me much security in the present. What I really bought was future security.
I had to work backwards to get here, but I think it went something like this.
I view him as an authority. I love his tweets. I’ve allowed myself to believe he knows what he’s talking about and I’ve wanted to learn from him for a long time. I just wasn’t willing to drop the five figures required to do it.
Because I view him as an authority, I think if I connect myself to him by going through his course and using what he teaches me, I’ll be an authority as well.
This makes me feel secure because I believe him to be secure. He’s made millions of dollars writing copy and selling products. I think if I’m connected to him in this way, I’ll have the same kind of security. I believe if I know what he knows, I’ll be secure. I think if I’m an authority the way he’s an authority, I’ll be secure like him.
This might point to a deeper psychological need in my own life. I’m mostly comfortable admitting that. It also shows how if you establish yourself as an authority in your space, you can tap into the security every person consciously or subconsciously desires.
He did it by hooking me with some relatable humor about the marketing industry, then proceeding to tweet insights about copywriting, marketing and business I’d never heard from other people.
How can you do it?
What are you selling? How can you be an authority in that industry? Can you show your prospects you know your stuff, are worthy of being trusted, and have found security in your own life by using the products you’re now selling?
If you can do those things, then selling your product becomes as easy as writing a 300-word email or a 20-word tweet.
Security is a core desire of every human, making it a purchase driver. Connect your product to your prospect’s security and you’ll never have a day without a sale.
What did you buy this week?
I’d love to know. Send me an email at mark@markblair.co and tell me about it.
P.S.
Notice how he had to drop the price for me, though. I would never have bought his course at full price. That has less to do with him and more to do with my own experience with “high ticket” courses.
They’re more like paying for a brand name than anything else. Someone has achieved success and somehow earned the right to slap a five-figure price tag on their products.
But there have been hundreds of people who have paid him that amount. They believed him enough to pay what I believe to be an exorbitant amount of money to be in a small-group setting with him.
I might have considered it a year ago. Not anymore.
The perceived amount of security I believe he has to offer me isn’t worth that much.
Think about this with your customers. Is your price tag too high for the amount of security they believe you offer?
If not, you’ll end up with discount shoppers. They’ll eat your margin like seven year olds at Chuck E. Cheese and not care.