#92 - Why A Confused Mind Never Buys!

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Hi everyone! Welcome to podcast #92! Today we are talking about why a confused mind never buys. It’s important for your business to be clear and we have some great case studies on this…

First up…

What did Andrew McCauley and Heather Porter learn this week?

Andrew learnt about an update to one of his favorite tools – Screenflow (for Macs). The cool thing is that you can now record straight from your iPhone or iPad into Screenflow – makes it easier! You can also import video from other formats (like your video camera).

Heather noticed some more this week on how prevalent content marketing has become among businesses. An email received from AWeber was signed off with the title “Content Marketing Manager” and demonstrated how businesses are taking seriously the need to provide value through good content. It’s about how good your content actually is and whether people are looking at it.

Why a confused mind never buys…

There’s a well-known study on choice out there. They ran a test with 6 different jams in a grocery store:

40% of customers stopped and tasted.
30% of those bought a product.

The following week, they ran the same test with 24 jams:

60% of customers stopped and tasted.
3% bought a product.

Conclusion – having many choices made customers much less likely to buy! A confused mind doesn’t know how to choose, let alone buy.

It’s not just in selecting something to buy…

Think about how you could confuse people in your emails, business presentations or seminars as well. Do you overwhelm with too much information? If people are confused they will shut down and miss the rest of your presentation. Consider how you could confuse people:

Bad visuals
Boring
Too much information
Jargon
Speaking in abstractions

Examples Heather mentioned:

The Iconic – easy language on their website e.g. “shop women” or “shop men”. The customer is then taken on a journey where there are many possible products but it is not presented in an overwhelming way.
Offering a signature package.

How can you keep confusion down?

Look for the easiest next step for the website visitor to become a client with you. Come up with one thing that gets good results.
Create a funnel which centres around one thing, then drip-feed offerings to the client.
Keep things short and simple – bite-sized chunks which offer them the ability to find out more.
Help people make a choice – tell them what you want them to do and explain step by step what to do next.
Use calls to action, whether it is on your website or in a public presentation.

“If speech is not clear, then what is said is not what is meant, and if what is said is not what is meant, then what ought to be done remains undone”. Confucius