By Lisa Princic, Entrepreneur and Business Coach
One of the most valuable things I’ve learned this year is the difference between Buy In and Buy Now and how to use them to invite people to play in your sandbox. They are both important in guiding your prospects to buy from you.
Buy In is the big “why”. Why is it important that you do what you are doing? What’s your big vision for your business, the impact it creates? People want to know this about you. It catches their attention. It demonstrates that you have high standards and can hold something that’s bigger than a small or immediate outcome.
Karen’s (founder of Entrepreneur Mom Now) big why is to empower women to make choices in their career that suit them and their family. She wants women to see that entrepreneurship IS a possibility and it is good for them, good for their family and good for the economy.
Vanessa, who is a post-partum doula, believes that the first 6 weeks of a child’s life are a crucial time for building the foundations of a strong parenting relationship and that happens when they are well supported. That’s the number one dream for a lot of new parents in our culture.
These are both big visions that expand beyond the scope of their services. They stand for a bigger purpose and compel people to look for more info.
The Buy Now is the answer to your customers immediate needs. It solves a problem, hits a strong need or fulfills a desire that your client wants to fill TODAY. Not someday. Right now. He or she wants to alleviate a pain or get something off the perpetual to-do list.
Customers of Entrepreneur Mom Now are new to entrepreneurship and need tools, resources, peer & expert support so they can find their clients, increase their sales and stay confident in their purpose and on their journey.
Vanessa’s clients need someone to lean on when they feel alone, discouraged, exhausted and shocked by how hard it can be to nurture a baby in those first few weeks. They need moral support as well as someone to help them get some of the basics around the house done.
These are both compelling reasons for people to make that phone call and bring out that credit card. They are serving what needs to get sorted out sooner rather than later. When they hear the solutions to their problems in the Buy Now messaging, them are primed to buy.
Where to use these two perspectives:
Buy in – You use your buy in vision on the front page of your website or right upfront in a new conversation. It’s compelling, exciting and allows your personal leadership to be seen. What you care about and stand for makes a great first impression.
Buy now – Your buy now messaging shows up your sales page, the place where you want to create a transaction or a call to action for more information – an email or a call that sets up the next step towards a relationship. It might be a sign-up to an email list or free product you offer. Either way, it has to assure your prospects that they can get something off their to-do list.
Play with this differentiated messaging to create flow and conversion.
To learn more about how to pull together your own buy in and buy now messaging download a copy of my ebook – Soul Strategy. It’ll show you an easier way to earning & creating value! It’s hot off the presses, uplifting and full of transformative business thinking.
This post is re-printed with Lisa Princic’s permission.
Photo Copyright: grinvalds / 123RF Stock Photo