Not Everybody is Ready to Buy From You Right Now
Have you ever wondered what you are doing wrong when your customer is not ready to buy from you in the moment?
And have you ever wondered why a print ad or a social media ad or even a short-lived radio campaign has not achieved what you had hoped it would?
You’ve bitten the bullet, compiled what you think to be a compelling offer with some impactful creative and invested in some advertising, but your phone’s still not ringing.
Well, there’s an easy explanation for that.
It’s not that the right people did not see your ad. It’s not that your ad creative wasn’t impactful. And it’s definitely not that you made a mistake in deciding to invest in some promotional spend.
I’m betting that if you planned your ad well, you took the time to ensure you placed it in a channel that your target audience would see it and you created a great offer. The most likely answer for your lacklustre response is simply this; most people need much more than one advertisement to be convinced to buy from you.
It takes several touch points for a person to start forming a memory and a feeling about your brand.
The more touch points, the more experiences a person has with your brand and the more they get to know, like and trust you.
It’s only at this point that they will feel comfortable enough to buy.
In 2011, Google released the findings from a study called the Zero Moment of Truth. This study suggested that a buyer needs around seven hours of interaction across 11 touch points in four locations before making a purchase with an organisation.
In addition to this, even if your target audience is exposed to 11 touchpoints or more, they may simply not be ready to buy at the point of seeing your advertisement.
In his book The Ultimate Sales Machine, Chet Holmes published a ‘buyer pyramid’ which suggested that at any one time, only 3% of your target audience will be ready to buy.
Chet developed a breakdown of buyers in any market into the following five categories and percentages:
1. 3% of people are interested in buying ‘right now’.
2. 6% to 7% of people are ‘open to considering such a purchase’.
3. 30% of people are not thinking about it at this time.
4. 30% of people don’t ‘believe’ they are interested (based on the info they have at hand).
5. 30% of people are definitely not interested.
So the 3% of your target audience that is ready to buy right now, well, they might just respond to your one advertisement. If the desire for a solution to their problem is strong enough and your ad lands in front of them at the right time, you may just be lucky enough to convert that sale.
If it’s for a more serious, or more expensive purchase though, even the chances of the above happening are really slim.
In order for you to convince the 3% of people who are purchase ready, plus the 6-7% of people open to considering such a purchase you will need to ensure those touchpoints are present by taking a persistent and consistent approach to your marketing and advertising.
These people still need to see/hear/experience your brand several times before they will confidently purchase from you.
These touchpoints might include a recommendation from a friend or a social media post they see about your business. They could also be a sign for your business that they see on the highway or your website appearing in their search results when they are searching for your product.
The additional 90% of people may not be ready now. However, you want to ensure that when they are ready that it’s you, they want to buy from. To do this, you will need to create consistent visibility with your marketing. Remember; out of sight, out of mind.
Expecting results from one short promotional burst will only ever lead to disappointment.
So whether you are trying to convince people who are ready to buy now or people who will be purchase ready in the future, your marketing and advertising will work best when it’s applied consistently and persistently.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
SHARE THIS ARTICLE WITH LIKE MINDED SMALL BUSINESS PEOPLE