Page 127 - My Marketing Sucks Book

of them cost $40 a month the other one cost $400 a month, yet it takes less time

to say ‘yes’ to the car, then it does to the gym membership.
The psychology behind this fact is knowing that a gym membership is much more
than just $40 a month. It requires a commitment of 3 to 6 hours every week,
every month of the year to achieve and maintain your health and fitness goals.
People will procrastinate much more over dedicating themselves to a gym
membership than dropping $35,000 on a new car because your commitment to

the car is easier to keep.
Let’s say you were looking to add a deck onto the back of your house. Would you

say that's a long Buying Cycle or short Buying Cycle? If you said long, you're right.
It would take you a while to say ‘yes’ to a deck to your house because you're
going to live with it for a long time. Whether you spend a lot or a little is

secondary to the amount of time you have to live with your decision.
What If I Make The Wrong Decision?

Human beings are motivated by making the right choice. We want to please the
people around us. We want to please our family and we want to please ourselves.

Because of that we don't want to make the wrong decision.
For any product or service that has a Buying Cycle longer than 24 hours, we
recommend adding a low-risk offer to all of your marketing surrounding that
product or service. A low-risk offer is an ideal way for you to capture the

information of potential buyers for your product or service.

Your Unfair Advantage #20:

Create Your Automatic Marketing System

to Reflect The Specific Buying Cycle of Your Product

What do we mean by ‘low-risk’?
It simply means you're asking for very little (think first name, e-mail address,

phone number) in return for something more valuable that you will give in return
- a discount coupon, a free report, a free trial, or a sample.

Think of your products or services with a long Buying Cycle as also requiring your
providing potential customers with an Educational Process to help lead them to
the conclusion that they would have to be an absolute fool to do business with