A Reminder About Reducing Risk On A Sales Page
May 26, 2021
In this solo episode, I'm talking about why we need to reframe our thoughts on using guarantees, visuals and payment plans for your offers, and instead, use empathy to consider why your would-be clients and members may need these to overcome their objections to purchase.
I talked about...
- why you might be reluctant to offer them
- how payment plans, great visuals, and guarantees are actually a form of empathy
- the reason why a potential buyer's objection might have nothing to do with you
- why you want to learn what prior experiences people have with purchasing that may impact their buying decisions
Things mentioned in this episode
Sales Page Slumber Party https://www.saravartanian.com/hot-seats
Join The Launch Playbook Club: https://www.saravartanian.com/launch-playbook
Work with me one-on-one: https://www.saravartanian.com/work-with-me
Read the full transcript so you don't miss a thing
Sara: See, when we're selling online, people can't touch or try our offer before purchasing. So the more generous the payment plan is, the guarantee is and the more transparent you are about what your offer is about, and what it looks like, the more competent people feel they're buying something that they actually need, and will get them the transformation you promise and the results are looking for. And so well, I believe that no doubt your product does offer the results, it promises if people show up and do the work. people's fears, truthfully, might not really be about you and your product.
But all the times before that they've been burned or led down by purchasing online when we can remember this, or learn how our customers have regretted their purchase before that, you know, it wasn't a good fit offer or it wasn't for them, we can start approaching our guarantees and our visuals and our payment plans with more empathy by putting the people we're working with first.
So this is part of putting humans at the center of our launches and our work. You're listening to the launch playbook podcast, the weekly podcast for service based business owners to discover the starts, stops and tools of transformation that go into launching their online offers. I'm your host, Sara Vartanian. And if you want to launch your ideas into the world faster, with more success and less burnout. Well, friend, consider this show your secret playbook to get you there.
I'm back with another solo episode to talk about one of the main questions I get from a lot of my one on one coffee clients and the members of the launch playbook Club, which is all around Pam plans, guarantees and brand visuals that show how the product works. People often wonder if they really need to include these things as part of their offer.
And they ask me questions like How much do I really need to show of what the offer does? Or what people get? And do you really want me to have the guarantee or is a payment plan really necessary. And I think there can be a lot of reluctance around these three things. And here's why I believe that is for payment plans. Oftentimes, people can be worried that there's going to be default from the payments and that people will have access to your materials after they do so another worry around, you know, visual.
So if they give mockups showing behind the scenes of like the PDFs, or a clip of a webinar, or even like a video, or behind the scenes tour, they're void, they're giving away too much. And maybe their competitors could copy it, or people won't like what they see.
And then for guarantees, there's often a worry that people will see their product like buy their product, see the product, not love it, want their money back, or that once they get inside. And they don't use it. Because we know that can happen sometimes with a product, right? We buy it, we don't use it, we have best intentions, and then try to get their money back later on.
So all these concerns, I usually say, Yep, I get it. But my recommendation is to include all three and to make them as generous as you possibly can. And so I thought today I talked about why. And the reason is that guarantees payment plans and great brand visuals can all help reduce the risk of buying for your potential new clients and members. See, when we're selling online, people can't touch or try our offer before purchasing. So the more generous the payment plan is, the guarantee is and the more transparent you are about what your offer is about, and what it looks like. The more competent people feel they're buying something that they actually need, and will get them the transformation you promise and the results are looking for. And so well, I believe that no doubt your product does offer the results it promises if people show up and do the work. people's fears, truthfully might not really be about you and your product.
But about all the times before that they've been burned or led down by purchasing online when we can remember this, or learn how our customers have regretted their purchase before that, you know, it wasn't a good fit offer or it wasn't for them. We can start approaching our guarantees and our visuals and our payment plans with more empathy by putting the people we're working with first. So this is part of putting humans at the center of our launches and our work. So on that note,
I thought I would tell you a little personal story about my hair. And don't worry, I'm going to tie it into guaranteed visuals and pin plans. See, for the longest time I could never really do my hair.
I have been struggling with my hair since I can remember definitely since middle school, because I have some pretty awful pictures of my bangs and my hair. I always had and still have really thick hair and when I I was young, it was not the kind of hair that I could, you know, get to the shower. And it was just like air dry, really nice and shiny and bouncy. And that flyways that was my sister, that was my mom. But that wasn't me. My hair was coarser, fuzzier, and what I later learned in like my late teens, it was actually curly.
I just didn't know how to use it or style it. So in my late teens, I learned how to do that with you know, mousse and a diffuser and all that. So there I had a couple of great years of hair, let's say, knowing how to do it. But there was a time in my middle school ages, early high school, I had no idea what to do, I would strain it with a brush, but then if it would rain, I would have to put like a, you know, wear a hoodie, because my hair would just like, freeze up. And then I have a couple of those glorious curly hair years, until I had my first son in 2009. And then after him, my hair lost almost all of its curl. So I could no longer use any of the products I used to use to style my hair wouldn't hold.
And also my skin became really sensitive. So I could no longer use any of the products. I tried all sorts, I'm you know, really into green beauty and organic products. But even though it was really irritate my skin, like on my scalp, so curls down hold, but I still have that coarseness, and that frizziness. So basically, if I don't have my hair straightened, then I usually have like a halo of frizz around my hair, it doesn't feel very nice, it's really puffy. And I end up just wearing it in a braid, again, with all this little phrase sticking out and lots of Brett's in my hair to hold them down. And so this is really plagued me, like adulthood.
So I've had phases of my life where I would just, you know, wash my hair every morning, put it back wet into like a ball or a braid, to manage it. That's how I can manage the flyaways, I would usually be able to get my hubby to help me. So my heavy Andy is wonderful. And he will help me straighten my hair for big events, or he used to help me when I was teaching, straighten my hair like once a week on Sunday night to straighten my hair once a week. And then, you know, last a couple of days until I had to wash it. So I could start the week with kind of like that nice, shiny hair, the flyaways. And I needed him to straighten it because my hair again is thick and long. And I just couldn't get through the layers myself very well. And it might take me almost an hour and a half to do it.
But he can help me within like 30 minutes. So we sit in the floor, watch some show. He'd like to watch you to the office or the sopranos and I would pass in these pieces of my hair as he'd straighten them. And then you know, as it got a little older and we got busier sometimes I would get blow out like blow bar or my hairdresser get a blow before an event, you know, either in person or online or something I want to do. Now, of course in the last year of the pandemic, I haven't been able to do that. So I'm Ontario, and we've had some of the strictest lockdowns of the past year the pandemic. I think our hairdressers have been closed for about three quarters of the last year. I haven't had a blowout since I would say Oh, and of 2009 teen Yeah, somewhere in there and I got my hair cut the last time in February 2020. I missed the small window while we were open I sent my kids and my hubby for a haircut but I didn't book myself into one and then hairdressers been closed since then.
So in this time, we've had a lot of zoom calls and everything has moved online and I still want to have great hair, especially on those days. So I was getting my hubby to help me straighten it a couple times. But just frustrating like I'm like I'm 42 years old. I want to know how to do my own hair. It's really frustrating.
And then for Christmas time this year so in early December 2020 when I was shopping online for presence, I came across the Dyson air wrap and I was immediately intrigued so the Dyson air wrap if you don't know what it is it's this system by Dyson who makes the vacuums and you know they're well known for like their powerful technology. And it has this kind of like this one with different head attachments. So there's like a little dryer attachment. There's a couple of brush attachments, there's a round brush attachment, and a few different barrel size curling iron attachments. And it's supposed to be able to straighten curl you know give volume to your hair from wet or damp and I was really intrigued.
But you know then I started remembering the abandon round brush I had upstairs in our living closet and the hair rollers that I've used twice that didn't work for me. You know my hair curly but I still had the frizz or the curling iron I'd use only a couple times. And then I have a straightener that I can't use on my own. So I have hundreds of dollars of hair equipment of you know in our linen closet that I'm not using because they don't work for me. I can't do them alone.
So when I looked at this Dyson Arab as much as I really wanted it, I thought what if this doesn't work. If you know anything about Dyson to have you heard about Dyson, you know that they're not a cheap investment, you know, they're multiple $100 investment. So I was nervous, like, you know, this seemed like it might be a good product, but it was a lot to spend.
So I started watching all of their videos to see if this could work for me with this Dyson air wrap be right for me, they had quite a few videos on fine hair videos, who will find hair and I didn't care about those, I wanted to see if it worked for coarse hair, hair like mine that's maybe fuzzy or harder team thick, curly, wavy. And they did have a video that showed exactly that type of hair, going from damp and frizzy to smooth and straight in about like 10 minutes, I also watched all the other videos on how the product work, I read through a ton of reviews.
And then I even popped over to YouTube. And I watched people with my kind of hair using the air wrap. So I have to tell you that those videos had me convinced it felt like really promising. But the real test was whether I could actually do this alone if it would work for my hair. So that's when I checked out the guarantee and the refund policy. So it was 30 days from delivery date, but they would give me a full refund. And I thought okay, perfect. That would give me some time to test it out. I could try it a couple times. See how it works for me.
But then I had to consider the price. You know, the price it was around, you know, 549 It felt like a lot for a piece of hair equipment, especially based on all the prior investments that I have made in my hair that have not worked out. But I didn't know if this worked for me like it shows, it would be a life changer for me, I wouldn't have to do blowouts. If I didn't want to, I could manage my own hair.
Finally, I wouldn't have to ask my hubby for help. I could have smoother straighter hair or you know hair with volume more often, which would make me feel good, maybe show up on zoom with more confidence. But still, it was around the holiday time and I didn't really have that full price available to dish out. I had a you know a long shopping list of other things to find out other people to buy for. So I didn't want to put out the 549. And then if I decided it didn't work for me have to end up waiting for that return, you know the money to come back into my bank.
But then I saw they had a no interest payment plan. And so I signed up for that. And then one week later, my arop arrived. And I'm happy to report that I love it. I can straighten my own hair with like about 15 minutes. It's easy to use.
As a bonus, it came with this beautiful leather case. It's like, you know camel colored leather case, I could sit in my dresser that opened up stores all of the items. And plus it came with this gorgeous nice travel case. You know, for the day that I can travel again, because I will not be leaving without this. I tell you on past work trips, I would often book early morning loads in the cities I was going to to manage my hair. Now I won't have to I can bring my air wrap with me.
So can you see how this combination of guarantee and these like visuals and Pam plan work together. To reduce my risk and the objections I had to purchase something. Because of all my past experiences all the other things that had gone before this Dyson air wrap that had not worked for me.
None of them have to do with Dyson. But they all played into my decision and my worry in the objections I had around purchasing this product. Now, I'm not going to go into the types of payment plans, guarantees and visuals you include on your sales page today. But I do encourage you to think about what prior experiences your clients have had that impact their buying decisions.
And of course, if you listen regularly, you already know I advocate talking to would be or past clients one on one, interviewing them. Alright, so today we've talked about reducing risk on your sales pages. I hope you can take what you've learned here and start implementing it.
And if you want my feedback on your sales page, without the price of a done for you launch funnel, you have a few easy ways to get it done one, you could join me in the launch playbook club where you get sales pitch training and template that my members love so much. Plus, you get access to weekly copy calls where I give you live feedback on your sales page copy.
Or you can join me for a free sales page hotseat session at my upcoming sales page slumber party. You can find the links to these offers in the show notes. But until next week, friends, I'll see you then.
Thanks for tuning in to the launch playbook podcast. If you want to get weekly launch secrets in your ears. I hope you'll hit subscribe on iTunes so you'll never miss an episode. Because who knows? It could reveal just the thing you've been looking for to make your next launch a success. And be sure to leave a five star review in iTunes telling me how this episode inspired your launch plans. Until next time, keep putting your big ideas out into the world. I'm rooting for you
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