profile

Emma Peacock

Are they convinced, or simply entertained?

Published 8 days ago • 2 min read

​

What do your customers need to know before they buy?

How are you making sure that your marketing covers those needs?

Hi Reader,
​
Creating marketing content for your audience is great and all, but if you don’t show them the things they need to know to make that purchase, they will only keep a somewhat superficial attachment to your brand, and most won’t end up purchasing.

They need to be aware of your offer, but for every business there are a few extra things people need to know. These things creep closer to sales, although they should be delivered earlier in the process wherever possible.

For an ecommerce business, people do need to know the final price. They need to know what shipping and fees will be. That’s why so many brands do fixed price shipping and mention it all over their website.

That is a marketing tactic built on the back of a knowledge gap.

​

​

They might need to know the person they’ll be working with. Not whether they drink coffee or tea, but their values.

If they will be learning from you, they’ll probably need to know that A) this person can teach and B) this person teaches in a way that they understand. That’s often why a taster of sorts is a webinar.

If you host a community, they might need to know how many people are in the group and the kinds of conversations that take place. If you host Zoom calls as part of it, a quick photo of the group shared every week on your Stories with a note about a couple topics you chatted about would cover most of that.

You can somewhat figure these things out based on the questions you get, and what kind of engagement you see on certain content. However, people cannot react to something you never share, so it can’t all come from public information.

I’ve surveyed my clients and specifically asked them what hesitations they had and what ultimately made them commit to the purchase. That has been invaluable information that I have then built into my sales process, on my sales page, calls and the proposal. Other feedback has been added to my marketing, on top of what I already knew they needed to know.

Other times, market research on forums like Reddit can show you what you haven’t yet realised.

​

Ultimately, this all comes back to three main questions:

  • What are the things about your industry, brand, offer and how you deliver it that your customer needs to know before they purchase?
  • How will you showcase those things?
  • How will you make sure that those methods of delivery cover those needs?

​

As an example, if they need to see your teaching style, and you choose to do a webinar, how will you format that webinar so that you teach them something specifically in a way that is very aligned with how the course works, so that they walk away with that assuredness? Or, could you release the first video of the course for free, with an email signup? There are countless options and micro decisions at play.

That’s what makes it fun!

Check out these new podcast episodes

Captivating Stories To Transform Your Emails with Joanne Homestead

Curating Impactful Customer Journeys for Brand Loyalty
​

Brought to you by Honey Pot Digital

113 Cherry St #92768, Seattle, WA 98104-2205
​Unsubscribe · Preferences​

Emma Peacock

Digital Marketing Strategist, Coach & Podcast Host

I'm the face behind Honey Pot Digital and the host of the Digital Hive Podcast. In my newsletter I love to share simple marketing mindset shifts to help you conquer the hurdles of growing your small business, without the overwhelm.

Read more from Emma Peacock

Finding a better way can often mean finding a more calm way to do your marketing... Hi Reader, I totally get it! Doing your marketing sometimes feels like a little too much. You’re busy, and you don’t want to put time into something that might not work. It’s also a little vulnerable putting yourself out there. On the latest episode of the podcast, Rachel Posner, a yoga therapist and mindfulness coach, told me about the window of tolerance. It’s a psychological concept of the optimal zone to...

1 day ago • 1 min read

Tell me what you want What you really, really want Hi Reader, Being in community helps you feel less alone in business, gives you access to opportunities, genuine connection and referrals. But the best thing community gives you, for your marketing at least, is the fresh perspectives and collective learning. The part I love most about being engaged in the community any business operates in, is that you hear what the market wants, needs, or is getting stuck on. You’ll find out about trends (not...

15 days ago • 2 min read

How well do you know your customer? That knowledge should lead every decision you make in your marketing. Even when your BFF isn’t actually your customer. Hi Reader, There are many an acronym that we’re told to remind us what to focus on. WWJD if you went to catholic school like I did, WWDD if you’re more into Dolly. In marketing, it’s more about understanding your customer. Your purpose, morals and values dictate how you do it, but the customer is where the questions start. So instead, WWYCD...

22 days ago • 1 min read