Well actually, having a pretty good idea of what someone is thinking — and what they will do — is important for anyone in marketing.

In the last post we defined “marketing”, the three types of people visiting your website (People who want to buy what you have, People who never will, and Sideliners), and boiled it down to needing to influence the Sideliners.

Sideliner Type 1

Procrastinators respond to urgency. Take care, however, that you are truthful, transparent, limit offers, and tie offers to competition.

Sideliner Type 2

Skeptics want proof. Trying to “prove yourself” may be wasteful of your time. Provide a freebie or trial. “If a skeptic accepts an offer like a free eBook or service discount, they are more or less forced to evaluate you head-on. You’re also showing them you don’t just talk the talk, but also walk the walk.”

Sideliner Type 3

Make the Indifferent care. They’re thinking: “Does this really matter to me? Do I need it?” This doesn’t necessarily mean they aren’t a good fit for your product or service. What it means is you have to work harder to get them to care.

Sideliner Type 4

Help the Worriers get over themselves. If the skeptic questions you, the worrier questions themselves. And they keep on worrying! “They’re concerned about failure.” Offer free shipping on returns or some sort of money back guarantee.

Are you a marketing mind-reader?

See I Can Read Minds, posted May 13, 2015


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