When it comes to making sales, the secret lies not just in what you sell but in how you position it.

Whether you're a marketer, entrepreneur, or business owner, understanding why people buy can make or break your success. In this week's episode, we’ll uncover the three critical buyer triggers that influence decisions - time to results, effort required, and likelihood of success - and how ignoring them can stop your sales in their tracks.

Get ready to transform your approach and create offers that buyers can’t resist!

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

00:01.47

Kennedy Kennedy

There are three things that people use to pick what they buy. And if we can tap into what those three things are and get them right, we'll all make more sales. Hurrah, that sounds great. That's what we're talking about on today's show.

00:42.03

Kennedy Kennedy

um I don't know where I've been, honestly, all your life, but I don't know what, i don't know what I've been handing under a rock, um but I just really recently, in fact this weekend, got into the TV show The Traders. I know, I know, I know, everyone's talking about it, there's an American one, there's a British one, we're in season three of the UK one now, and it turns out I've been living under a rock, and so I started watching season one, just finished season one.

01:07.08

Kennedy Kennedy

It's bloody really good. So if you've not seen it, I recommend it. It's to do with, um you know, it's it's it's reality TV, but not in a sort of embarrassing and mortifying way. So that's what's been going on. And by the way, if you' if you'd like to see exactly how it is that I write and send my email newsletter every single day, the process that I go through for sending it and how I segment things and how I do all the things and the ideas and the content and who I send it to, when, and and and scheduling and all those sorts of bits. Literally, I went and made a video where I am doing it in real time. And you can go and watch that by joining our free Facebook group called the Email Marketing Show Community. Just go to Facebook, search for the Email Marketing Show Community. And those of you who are already in it, if you go to the Guides tab, it's right in there. ah you'll And honestly, you will pick up so many

01:59.90

Kennedy Kennedy

really cool um ideas and tips to help more people read your emails, get more people opening your emails, and make your emails make more sales. So that's ah that's the pitch out of the way over at the email marketing show committee. It's free, by the way. It is free. It is free. So today, as I said at the top of the episode,

02:19.01

Kennedy Kennedy

We're going to talk about these three different things that people use to pick ah i what they're going to buy. ah what are they What are they wanting to buy? And these these are three things that until people have figured these things out, they're like going to be on the fence and then probably going to be a no. And yeah these are the three things we're really going to have to consider when not just with our marketing. And here's the thing I want to talk about.

02:49.80

Kennedy Kennedy

With our marketing, yes, we have to be thinking about what the messaging of the marketing is. But a major part of our marketing is the product. The product is a major part of the marketing. In fact, most marketing is way easier if the product is just way better. Fact, like that's just it. Like, yes, lots of great products have died a horrible death because of terrible marketing. But if you do good marketing with great products,

03:17.42

Kennedy Kennedy

then you really want to win it. So one of the things you're going to do is use the product to and and develop the product to actually make it a much easier yes for people who are seeing your offers. So the first of these three things that everyone is looking at is how long is it going to take them to get results?

03:43.74

Kennedy Kennedy

okay So, for example, we recently hired a company to take care of our lawn, front lawn, back lawn. We don't have a big garden, but I want it to be nice. And I've tried buying some stuff at B&Q and all the local places, B and&M Bargains. I tried a try ah try buying all this stuff. I tried getting out there. I tried getting all green fingered. I tried putting some gloves on and and sort of tossing this sprinkly stuff all over the all ah all over the garden, all over the grass. And absolutely nothing happened.

04:19.98

Kennedy Kennedy

literally There was no improvement. I think some of it died and I think that's where it all sort of ended and I was like, right, okay. To to get this to work, what I really wanna do is hire somebody who can who is a professional, okay? And let's take a look at what that means. So I wanna know from the moment that I hire this person and pay them my 20 pounds a month or whatever it is,

04:46.07

Kennedy Kennedy

How long is it going to take? And so my lawn's gorgeous. It looks like a bloody football field. How long is it going to be till I can have a barbecue with my family around? They come round and go, oh, you've got lovely grass. That's the biggest compliment ever. You've got lovely grass. That's what everybody wants to hear, right? Lovely lawn, right? So how long is it going to take? Is it going to, I don't expect it to be after like the first treatment because they come out like once every three months, but is it going to be after the second treatment? Is it going to be after the third treatment? Another example.

05:14.13

Kennedy Kennedy

In our business, ah for example, I know that when someone joins Email Hero Blueprint, i want my goal with our product, with that blueprint, is to get somebody to make an extra $10,000 within 30 to 60 days. Tops, like 60 days, I want them to have more than doubled their investment in the program. That's what the whole program is aimed around.

05:38.79

Kennedy Kennedy

And so what you have to do is with your product, whether you're selling something that is softer and like not financial, like a lawn or um how they're going to feel or a system or a process-based thing, what's the outcome going to be in what period of time? You have to communicate that. And also, it might make some people rejig their product. It certainly did with us about five years ago. We rejigged.

06:06.90

Kennedy Kennedy

what's our email hero blueprint and because we didn't really have any quick wins at the beginning of the process we were like doing it a very logical way but actually it took a little while to get results I was like well this is for entrepreneurs would we want this no what we want as entrepreneurs is for someone to join the program and I want us to do something immediately that starts to get me results Like, I want to see results as I go. So that's how we rebuilt the whole program from the ground up. That's why people are writing to us. We can recounting. This is the best program of any digital marketing course I've ever been on. And I think it's not only because the stuff is simple to understand and simplifies what has often been really complex, which is a great thing that you should do in your programs too.

06:47.68

Kennedy Kennedy

But I think it's because we get people results as we go. It's been specifically designed to do that. You build a thing, you set it live, you get results. So one of the things that people are asking are asking before they buy is they, okay, cool, I'm going to pay you $10,000. How long is it going to be before I get results from that thing?

07:10.36

Kennedy Kennedy

So, and the shorter that can be, and you can show people different kinds of results. Like, like for example, in email marketing, it's easy to go, oh, well, how long is it gonna be till I make my money back? That is one type of result. And obviously I can't guarantee it, because like, I don't know how well someone someone's gonna execute something. I don't know how the price points are gonna be, et cetera, et cetera, right?

07:27.72

Kennedy Kennedy

But that's the reason there are other results, as though that was what I call process results. There are things like, oh, your open rate will still increase, or you'll find it much easier, a run you know, it's easier or faster to write an email. um You'll have a strategy, you'll have like maybe all these different other micro results as well as the macro ah result of more sales. And it's going to be the same for your business. So the micro results of the lawn might be um ah within 90 days or within seven days of the treatment, your lawn is going to have the the the chemicals, I don't know the proper words, but like the the chemicals will have um and reinvigorated your lawn with this chemical and that chemical and created this reaction, which is setting you up for this other thing.

08:14.27

Kennedy Kennedy

like think about what the process outcomes are going to be even if they're invisible like that lawn example like this is what's going to have happened in your body like i know when i first started taking the heights supplements so i take a supplement called heights and they talk about um for the first seven days you'll notice that your pee is going to be orange I'm like, that's a result or yellow, right? And I'm like, that's a result. Like it's a different outcome. It shows something's happening and it's expected. And therefore it's making me believe that the thing is working. After 30 days, you'll notice a difference in your mood. And in fact, what are the things we started doing on some of our sales pages?

08:51.46

Kennedy Kennedy

Like, for example, on the blueprint sales page, is we even timeline the type of results we would expect someone to get ah through the process. So after 30 days, this should have happened. After 60 days, this. 90 days, this. 180 days. 365 days. So they can go, oh, cool. So after that amount of time, these are like the points at which I can see some kind of outcome.

09:14.33

Kennedy Kennedy

And the reason we do this is because everyone's, remember, the reason people are in our world, the reason people come to you is because they want an outcome, they want a result. So show them the time to the different types of results. Even if the ultimate result they want is going to take a little bit of time, show them some milestones along the way in the product, and therefore show them the milestones along the way in your marketing. So make sure your product can deliver that and then start communicating it. That's the first thing. Second thing,

09:43.58

Kennedy Kennedy

is they want to know so the first one is time to results second thing before they buy it they'll want to know the effort that is required how much effort how good do i need to be at this how much time is it gonna take how much thought is it gonna take so because people are busy. They also don't want to feel like they need to be um need to be any good at anything. Okay, so how much effort how much time is going to be required? um How much thinking I'm going to think really on is this going to be difficult?

10:18.47

Kennedy Kennedy

How do you answer that? Well, do you show them examples of people who have done it with less time? So, hey, you could do this in less than 20 minutes a day. you can This is um in terms of the lawn care. Let's go out the lawn care example. You don't even have to be home when we do the treatment.

10:35.55

Kennedy Kennedy

That means literally, I pay these people $20 a month, I don't even have to, alice I've never seen them yet, I've never even seen them. ah The only reason I know they've been, is I know they've been to the house because they've posted a little little note through the door saying, we did your lawn treatment today. Now for all I know, they could be showing around people's houses and just shoving that thing through their house, because I can't see anything on the lawn, because that's the way it works, right? but how So for me, there's no effort required, I don't need to be there, I don't need to,

11:02.09

Kennedy Kennedy

Maintain the law. I don't need to manicure it. I don't need to do any kind of anything. No aeration. Nothing. Literally, I pay some money and my lawn gets better. Cool. So what is the closest to that you can get with your product? Like how much effort is required? You might be like, well, it's high effort. You can use that as a selling point.

11:22.87

Kennedy Kennedy

Let me take you an example of that. You can use the fact that it's high effort as the selling point. This is exactly what the fitness company did when they did Insanity. Remember those DVDs we used to get? And it was like this crazy workout. We were like, it's so hard. You're never going to do it. You're going to feel awful. It's going to make you puke.

11:40.60

Kennedy Kennedy

I remember I was working on cruise ships. like people were like the other Other members of the crew were talking about how they were all like doing insanity workouts in their cabins. I mean, I don't know how they had space because they're bloody tiny, right? I mean, they're might little good but right um before like Before their fitness thing in the mornings, i thought they would find like a little space somewhere and they would all like do a group insanity session. That is insanity. But they made the fact that it was hard part of the brand. They called it insanity. They talked about, this is the hardest damn workout you'll ever do.

12:08.28

Kennedy Kennedy

That was part of the brand. so but yeah But people want to know how much effort's involved. So I'm never going to say to somebody, hey, email marketing, piece of cake, you can fall asleep, just wake up in the morning and make some sales. that's not what it's That's not the reality of it. You can tell people, hey, yes, you're going to do some work.

12:27.59

Kennedy Kennedy

But here, here's what's going to be the return for that effort. You're going to put some effort in once and ah you might write an email. And um our example, you're going to write an email and then later you're going to make sales from that email forever more. I've written emails yeah four years ago that I'm still making sales from today. So I'm going to put, yes, that effort i I put in four years ago was hella worth it. Absolutely. So how much effort is required? And that is how much time and how regularly. Okay. So it's going to be 20 minutes every single day. It was a 20 minutes once a month.

12:57.68

Kennedy Kennedy

or is it three minutes every hour? So how much effort is required is the second pillar. So we've got time to results, effort required, and the third one is the likelihood of success. Until somebody understands and is convinced that they have a high likelihood of being successful and getting the outcome that they want, they're not gonna buy.

13:20.39

Kennedy Kennedy

and the And the kind of things that you'll see around this are really interesting. Because this is when you start to hear things like, hmm, well, how is it different to? Or, I've tried X in the past.

13:33.49

Kennedy Kennedy

Why will this work? Or, I'm not very good at writing, or um i'm you know I once killed a cactus, so why do you think I'm gonna be able to look after a lawn? True, by the way, I have killed a cactus. Unbelievable. I don't know how i didn't i didn't like go into murder and its sleep. like I don't even know how it died. like I didn't even water it. Surely they're supposed to survive in deserts and shit, right? But anyway, yeah, I killed a cactus.

14:00.19

Kennedy Kennedy

Yeah, okay, feel like that. But so how do you, so what's your likelihood of success? If they have anything which is standing between them, and that's usually their beliefs around themselves and their past track record, their beliefs about themselves and their past track record with something similar, but that is going to be informing their current perceived likelihood of success. So how can you show them the evidence, paint the picture off, show them the roadmap, show them the plan that you've got for them that increases their likelihood of success. So the likelihood of success is high for my lawn because I don't need to do anything. They're going to show up as the experts when they need to do. And all I need to do is not get in their way. Also keep paying them.

14:45.25

Kennedy Kennedy

Time to results on the lawn, six months. Effort required, zero. Easy purchase, easiest $20 a month that I spend. Because it in requires no no effort is going to get results and it's and it's it's going to take a little bit of time but I think that's reasonable for a lawn that I've been looking at for three years which makes me miserable because full of weeds and shit.

15:05.36

Kennedy Kennedy

So they are the three things. What are the time to results? How are you communicating it? So look at the product and look at the marketing time to results in the product. Can you speed that up? Can you give milestones? Can you get them results? And then are you communicating that in the, in the marketing effort required? Can you reduce the amount of effort, the amount of time, the, the, the frequency with which they need to put the time in to get some results? And what is their likelihood of success? Can you increase the likelihood? How do you do that?

15:35.71

Kennedy Kennedy

templates, frameworks, and maybe coaching calls. There are lots of different ways that you could increase someone's likelihood of getting results. And once you nail that in your marketing, you then are going to split those things out and talk about them in your emails. And each one of those things is a different email. Hey, let me show you how to get this result in less than 28 days. Wow, great. That's time to results. Right. um Here's ah how to do this um with less effort. So without having to leave the house.

16:08.23

Kennedy Kennedy

That's less effort, right, required. Likelihood of success. Here's how, why most people fail, yet 90% of our clients get to 10K a month, 10K extra sales within 60 days. Oh, likelihood of success. That's really, really good. So each of those things is a different email. Tick those three things off.

16:29.93

Kennedy Kennedy

yeahre You're like, you've just nailed it. Like you've handled objections. You've moved people through the big reasons that stop people from actually ah buying anything. So there you go. That's them this week. Now it's time for this week's.

16:44.86

Kennedy Kennedy

Everyone flippin loves a subject line, so we're still keeping this segment in because we keep getting people saying Oh, I love this section, but here we go. So um this subject line. I think it's really interesting It's cool. It just says he is under the number eight. He is eight so here um apostrophe s S8 the number eight and the email goes on to talk about here's eight different ways that people are using the product and they're very different ways and I really like this kind of email inside of ah a launch when youre when you're when you're sort of announcing an offer a product or a service I like having a list of the different use cases because we have people to think oh I never thought about using that in this way

17:24.00

Kennedy Kennedy

People are often locked onto their one or two ways ah of of applying a product or a service. um But the subject line saying here's eight works really nicely because it's like here's a what? He has eight customers, he has eight complaints, he has a, like literally, it doesn't tell you it's good or bad, positive, negative. It tells you there are eight of them, but what are they? So here's eight is this week's subject line of the week. So there we go. I hope you enjoyed this episode. New jingle at the top of the episode. You noticed that? Do you like that? A little behind the scenes thing here. I mixed that on my DJ decks.

17:58.66

Kennedy Kennedy

Yes, yes, I did. ah By the way, um next week, I'm going to be back with another episode. And it's all about the three different types of lead magnet that we all need. I can't wait to share this with you. There are three different types of lead magnet every business needs. And I'm going to share with you you with them. I'm going to share them with you even next week. So make sure if you haven't already hit subscribe on your podcast player, and I'll see you all next week. Catch you then.