Do people have reasons for not buying from you? Yes, they do.

We're Kennedy and Carrie, and today we're sharing the three subconscious questions people have that stop them from buying from you. It's super important you answer these exact questions in your marketing and sales copy because people can't and won't buy unless you do!

Ready to find out what these questions are and make more sales in your business?

Let's go.

SOME EPISODE HIGHLIGHTS: 

(0:30) Want to carry on with the conversation? Join our FREE Facebook group. 

(2:44) Check out our sponsor - Zerobounce! 

(3:34) Question one - will it work for me? 

(7:47) Question two - how long until I see results? 

(11:17) Question three - how much work will I need to do (and how much will it cost?) 

(18:18) Find ways to give people immediate gratification. 

(22:15) Join The Email Hero Blueprint. 

(23:34) Subject line of the week.

Useful Episode Resources

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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.

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Unknown 0:23

Hello Hello Hello today I love this topic Kennedy three subconscious questions that stop people from buying. Let's jump in and get to it.

Unknown 0:35

real heroes, this is the new email marketing show with Kennedy and Perry. tune in each week and learn the email campaign strategy and what's working right now to make more sales from that email list. of yours.

Unknown 0:53

When you're thinking about these three subconscious questions that all of our email subscribers are wondering about, and they're stopping them from buying, you have to really think about how do you practically answer these questions and address these questions to your audience the way they're thinking and for your niche in your market because each of our businesses is different, how our audience response is different. So if you want to have some assistance with that, it's totally free. Just come and join us in our free email marketing show community, just go over to Facebook, search for the Email Marketing Show community and come and have those discussions with us over that

Unknown 1:28

super fan. Hey, you guys. I'm Carrie from Carrie wilkerson.com. I'm a professional speaker, author and business coach based outside of Dallas, Texas. And you know, since we're a theatrical family, I would say my dream roles have changed because of my age. Now my dream role is the Bird Woman and Mary Poppins. You know I'm talking about the bird woman, but she's got she's got the best song. The best ballad is feed the birds. So that's that's a new dream roll. There you go. I love it. I

Unknown 1:57

love it. My flock today is not nearly as interesting. Hello, by the way, I'm Kennedy from your marketing heroes. And I always have some kind of candle on my desk. I just I like to have it's not usually lit weirdly, but it's still doing its thing you know, I'm based here in just outside of Newcastle here in the Northeast of England.

Unknown 2:16

Okay and we would love if you would send in reviews about the podcast no matter what season you are reviewing we always love to read those reviews.

Unknown 2:26

We do we do we do. Now speaking of seasons, Carrie. This is the end of the curry season on the Email Marketing Show. We've had so many lovely comments and everybody writing in and stuff saying how much I've enjoyed the way that we work together and stuff like that. Obviously we've been friends for a while as well. So thanks for being part of this for the past few months and this quarter. superfan

Unknown 2:47

I have loved it. I've loved our chat too. I've loved your humans and honestly, we're going to be a hard act to follow so I can't wait to see who's next.

Unknown 3:00

I'm sure you're gonna be back I'm sure you're gonna be back and send all your love info Carrie that will be absolutely great. You've probably noticed that a lot of email marketing platforms are putting their prices up. And the more subscribers you've got, the more you pay. I've made a quick free video to show you what you can do to save a pile of money before your next bill goes out. Go watch it for free at email marketing heroes.com/cleanup Email Marketing heroes.com/cleanup This episode is sponsored by zero bounce the email cleaning and verification service. So let's get into the content otherwise I'm going to end up crying here because I'm not really concerned about it. I'm that guy who stayed with ex girlfriends too long some crap and saying goodbye to say anyway, let me go faster for you was Nalli so the three different questions that people have until they answer until any of us answer these three questions in our marketing in our communication in our sales. People cannot buy that. It's not that they don't want to it's they can't. So we really have to address these three questions. Or it doesn't matter how good your offer how great your headline how good a big promise you've got is people combined to answer these three questions. So let's make sure you go through all of your sales material and you've addressed all three of them.

Unknown 4:28

Can you point out something super obvious before we get to that? You don't have to implicitly state these questions, nor will they implicitly ask these questions. You just have to know that subconsciously. These are they're bubbling up to the surface every time but you don't have to say you may be asking yourself this question you don't have to do that. You don't have to do that. Just make sure you're overcoming these in your materials. So what's Question number one,

Unknown 4:55

Unknown 5:56

know, any no yeah,

Unknown 5:58

Unknown 6:06

Wow, wow. In case anyone has any questions about why I'm leaving, you can email me directly sorry

Unknown 6:18

I feel like we're doing like the final episode of diseases with you just like people think oh, they just got drunk it's like you know the last day at school where your poison and stuff which

Unknown 6:27

is funny because neither one of us drink yeah

Unknown 6:32

that's true. You don't drink either do

Unknown 6:33

Yeah, no, no. I do eat eggs, but I don't drink. So they have to see themselves represented and I think sometimes it's just a matter of they might think oh, but I work full time. Oh, but I have a small gym. Oh, but I have a whatever and so anytime you send out an email that says you guys need to meet Carrie Carrie has four kids at home. And she also works a full time job and she does this and she does that and here were her results just an implementing this in 30 minutes a week or less that overcomes a time objection that overcomes a busy objection that overcomes a young mom objection that overcomes that I have too many things going on objection. That answers a lot of questions in there. So I don't want you to think too American about it. Sometimes Kennedy when we see see themselves represented we get to tangible and we say oh that means they need to see 30 year old or they need to see people have the same cultural background or the same profession. Not that but people with the same objections or obstacles that they have is what we're meaning.

Unknown 7:32

I think those other things are important too. Like, for example, if all of your case studies are just like loads of white men, then you're going to have somebody who's not a white man come into that page going, will I belong here will I feel like this is my people are not that is an objection. I've seen the exact opposite. I'm talking about places the exact opposite where I've seen a thing which was like, it seemed to be only for women. And then when I contacted the founder, I was like, Hey, this looks useful to me, but am I gonna break the groove of the group? And she was like, oh, no, I was like, oh, okay, well, I just wanted to make sure and most people won't even reach out to those people just like oh, that's not for me. So well it worked for me. The second one is how long until I'm going to see results. It's a big one.

Unknown 8:15

I blame marketing for that because I think a lot of people have been told you know you're gonna get ROI within two weeks their ROI before the credit card bill comes or ROI, blah, blah, blah, how long until I see results. If I'm working out. It's going to be a bit until you see results you'll feel results before you see results. So how long until I see results is something else you can do when you're painting the customer journey and I love to showcase people with fast results. Also people with slow results. I call it the crock pot versus microwave. I like to show both. If you can say this person has actually bought the program five years ago and got busy and life happened and blah, blah, blah. And then this is a result they just got

Unknown 9:05

I love this. I'll tell you why I love this. I want to just pull something out of this. Because this overcomes an objection when we're selling like think about a webinar or a VSL like hey, I'm too busy right now to do this should I still buy it and by saying this person bought this a while ago, because they wanted to get the great deal on it. But they didn't have time to implement there. And then you're basically saying you can buy it now and use it when you're ready for it. Because our job in that moment of course is to make the sale right there. And then of course because the chances if somebody says well violators the later becomes never right. So I love this idea. The other way you could do that that we've used is you can say they can get slow results with a set of incremental like this person did one hour a month on this. They built one email campaign every two months. And this is what they grew. Whereas the flip side is here is Carrie she came in and she blasted through set a whole thing up in the first two months and then it was all plain sailing and amazing stuff from that. But sure enough variety I think is really important.

Yeah, because sometimes people use the fast starters as an excuse for why they aren't the right caliber. I had a really big example of that this weekend. My youngest has just graduated from high school secondary school, and a lot of the alum that are friends of her older sister came back to see her to be at the party to see us we're very, very close with a big group of these kids. And there are some of them that are about to graduate college and there are some of them that have now opted out of college and there are some of them that are taking it at a much slower pace. And when we're sitting around and talking because I am mother Carrie right we're sitting around and talking and the ones that are going slow are really frustrated and feeling a little left behind. And I said guys, here's the great news. If a degree is still what you want. There's no expiration date on that. It's okay if you take one class at a time while you're working and growing up. It's okay. It's okay if you are taking a variety of things to see what interests you not one human that I know well, you know, maybe one human out of 100 knows at age 21 What they want to do with the whole rest of their life. But I think that's just inherent in us feeling left behind or not quite enough or not quite there. So sometimes your spectacular success stories, sabotage or sales sometimes. So make sure you have a variety in them, different businesses, different body types, different ages, all of those kinds of things. And then what is a quick win to help them build some confidence to give them a quick finish and those kinds of things. But I think one of the questions and objections people have asked how uncomfortable am I going to have to be sometimes it's, they say it this way, how much effort will that require? How much will I have to do? How much time will this take for me to implement? But I believe that's more of a What am I going to have to sacrifice for this? You want to dig into that a little bit?

Yeah, it is interesting. Like let me say, you know, how much effort is needed? I want to say effort, it usually means what am I going to have to not do in order to do this? So am I going to have to hustle pick the kids up from school because if it's a live class, or am I going to still be able to go to my networking meeting or am I still gonna be able to get these things? What am I gonna have to like move away from home? How much money is involved in not just in terms of how much the thing costs, but really addressing what are the additional costs I'm going to have to be aware of to get results. Perfect example is a lot of people teach Facebook advertising, YouTube advertising, paid ads, basically. So one of the things they have to address is yes, my course is $10,000. But you're also going to need a budget of $5,000 a month to run these ads to make this method work or $2,000 or $500 or 100,000. Whatever their process and their market is. So people are worried about concerned about what additional costs are going to be. So the way you might handle that is by outwardly just saying this is the additional cost that you're gonna need to be looking at you're going to need these additional things or if that's not the case, you want to be very plain about the fact that this is gonna cost you no more. Give you an example from inside of our business sort of behind the scenes a little bit behind the curtain. One of our core things is that we help people make more sales from the existing emails that already sending to the existing subscribers they've already got. So we can shout and scream about the fact that it should cost you nothing more. It's using the assets you've already got. Because that's the truth. We can talk about that. But if that's not the truth for your program, maybe you're in the weight loss space, and you teach the fitness side of it, but they also need to do some nutritional elements of course, usually, but one of the big objections is Yeah, but how much are all these additional supplements or this healthy food compared to cheap, fast food? How much is that going to cost me what is the budget? So think about that. The other thing I know that you like to think about Carrie is this idea of perception of other people judging us this perception of judgment is an element of this effort thing, isn't it? Yeah,

I think so. I think the invisible audience is a big cost. The invisible audience is a sociological phenomenon that we embraced in junior high typically those 1112 13 year old years or we start to worry about being laughed at or talked about or not fitting in or being different. And used to we outgrew that as we got a little older but now thanks to social media, the audience goes with us. And we still have these wonder what so and so will think or say or troll and sometimes that judgment stops us from doing other things. And I do just have one rule. And now I am getting better at this. The older I get because the older you get, the more you don't care what everybody else thinks. But I had a rule that I created for myself when I was 30 because I started a business and then retired my husband to work with me on that business. Now we're in the South. He had an MBA, he had a great job with benefits our parents heads were spinning on their necks, like why would you walk out of a good steady, steady job that you have a degree for, to work for her little business right? And he did that for 12 years. He worked with me at home and helped me with the kids and got all of them into school and we wouldn't trade for that. But there was a lot of judgment and a lot of people making comments and so my rule was this. Are you ready? Kennedy, you're ready. Ready? If I'm not close enough to you that we're in the shower together in the sheets together, or you're responsible for raising my kids. I can't be bothered with your opinion. Like that just narrows that right down, doesn't it? Right, it narrows actually matters right? Right because my parents don't fit any of those criteria. And I adore them and I respect them. But we are not on an intimacy level or responsibility level that their opinion about how I'm making my living should matter. My brother's not one of my brothers has ever heard me speak professionally or read my book or not. My parents have seen my book flip through my book has heard me speak once when I dragged them along but like they don't really even know what it is I do or why it applies to them or whatever they just know I do. Okay. I can't worry about anybody's approval or disapproval. I am just concerned at serving my customers and doing what I do well, and how that impacts my family and my bank account. And another thing that we decided years and years ago, we have four children. The youngest just graduated high school every time they're a senior, that's their last year in school. I take the year kind of off meaning I don't travel as much I don't miss anything. I am pretty much beckon call if you want to have lunch at school. If you want me to bring you lunch. You call me. It's our year. It's our year that we do that. And this last one graduated a year early like her sister before her and she surprised me with that and August Mama, I'm going to graduate early. I've figured this out and I can handle it. You're still going to be able to take off this year, right? Let me just put this into perspective for anyone listening. That phrase from mice. I'm gonna get emotional. My 16 year old saying to me, you're going to take off this year right? I have zero recollection of any troll any hater. Any comment any criticism, any judgment? Anybody sneering anybody making fun? I don't care because my baby girl looked at me with certainty and said you're gonna take this year off with me right and we leave for Chicago this weekend. We're going to Italy so she can paint across Italy this summer before she goes to college. And I wouldn't trade any of that out of fear of somebody commenting on my body or my business expertise or who do I think I am. I can't be bothered and so if I could just transfuse this like a blood transfusion. I would just say stop giving a rip about what anybody thinks about your social posts, your emails, your effort, your speech, your book, your whatever. Only the people that are close enough to you to beating the sheets with you in the shower with you or are responsible for raising your kids. Little passionate about

that. That's great. It's really inspiring to hear. I think the big lesson on that and it's a total aside for the episode which I think is great, I'm loving is is to come up with your own Yes, rules like their carries rules. They're your rules and that's what he decides important. But each of us will have our own like these are the things that are important. You might add some things in there. You might take some stuff out of there, like it's important to have your rules and just make sure that robust as well. I love it. I love it. I love it. So just to recap the broad psychological subconscious questions that we need to answer in our sales and marketing before someone can actually buy from us and they are will it work for me and all the things that that means? How long until I see results. And the third one is how much effort is needed and we just talked in depth about that. One final thing before we get into the next piece is on there. How long till I see results is one of the things I like to try and do is give people some level of immediate gratification and that doesn't mean they're going to get the whole result immediately. In fact, they might not get any result immediately. But I want them to have immediate gratification. So that might mean they instantly get access to the first module where they have an aha moment. But it might be if it's a live class that's probably going to be starting at a few weeks. A few months time. Is there some immediate gratification and when I first launched our email engine accelerator program, we had nothing for people to receive immediately and I wasn't very happy with that. I was like you know it's a high ticket high touch intensive program, working directly with me and my team as a big investment. It's a big time commitment people to make but it's amazing program, but I don't want people to have no instant gratification. That instant gratification just has to be something a nicer gratification on this program was as soon as they've paid they got the calendar to subscribe to so they could see when the live calls because their eyeballs are booked in. There's a calendar there you can see the certainty there. It's not like I've just thrown a bunch of money into a black hole in the sky and it's disappeared. There's a level of certainty. So what is the small thing that you can give people as their instant gratification even if the program doesn't start till a little bit later down the road? Yeah,

you can also give them a little tick list that is put these on your calendar, check your billing, make sure you're registered for this plan on your email service provider. Make sure you have read this blog post of ours. Introduce yourself in the Facebook group. But let me go back to the overarching people's objections. The questions that they're asking Donald Miller, who's the author of coachbuilder says this, he said people's real objection, their real concern, their number one overarching fear is Do I have what it takes? Because they don't want to fail themselves? Again, they don't want to make themselves look foolish. Again, they're not worried about you failing them necessarily. That may be what they say. But their real concern is Do I have what it takes and that's why the representation matters, and the assurances matters and the quick wins matter because they need to be able to say I did this, I'm so proud of this and the more checkpoints you can give them along the way the better. One of my four struggles a bit with upper education because of some mental health stuff and she's breaking it down into bite sized things and I'm trying to get her out of seeking approval from other people and just only approval with herself. Yesterday, we had a breakthrough. She messaged me about a really hard thing. Now if I were to say it to you, you wouldn't think it was hard but it was a hard thing she had to do and overcome. And she messaged me and she said, Aren't you so proud of me? And I said that's not the question. The question is, are you so proud of you? And she said, Mom, I am so proud of myself right now. And so the more you can build that into your checkpoints, and even your marketing and your pre selling content, I think those are the people that are your ride or die. Those are the people that are going to listen to you and be coachable by you and follow the program. You have to teach them how to be proud of themselves.

Yeah, absolutely. And that reminds me of something I've talked about in various programs before which is one of the things we're mostly selling is hope. Yes, we are selling this hope because of that. Can I do this? Yeah. Am I able to do this and ultimately,

I'm okay I feel like I need to say that. I have loved loved loved co hosting with you on this but you guys probably should know also I'm a customer of email hero blueprint. I've been in business longer than Kennedy has. And I have said over and over again. If I had had the email hero blueprint when I first started, I would have millions and millions and millions of more dollars in the bank. I just wanted to publicly declare that in case you guys think I'm here for a kickback or whatever. No, I am a paying monthly customer of email. He wrote blueprint, if you want proven campaigns, if you want the processes and the things to put into place if you want to know about the train carriage and the sequences and how to just get things done in a very practical sensical kind of way. The email hero blueprint is what I believe in and what I am part of. So I just wanted to go ahead and say that it wasn't in our script or pre planning, but there you go. It's my last episode. I'm going to say what I want. Well, there you go,

and the link to go check out the thing that Katie was just talking about is email hero blueprint.com, email hero blueprint.com where you can take a look at all of that stuff, and get access to the same materials that Kerry's got access to as well. So for the last time together, this is where we're going to do this week's

subject line of the week.

This is another nice three word I quite like a three word subject. I think it's a bit of a habit of mine. Maybe I need to use it. But this one is do this today, period. I like this because it's not about here's a lesson I'm going to teach you a thing it's like a very action orientated or something in this email that I want you to do today. And that might be a small micro action. It might be go watch their sales video, you can use it for so many different things, but do this today. Period, very action orientated that

my kids would say that the period is a little aggressive. They think punctuation is a little aggressive, which I don't understand when that started, but thank you. Thank you kids for that. Thank you so much for listening to the whole show today. I hope you caught the whole season with Kennedy and I we've had a great time doing that. Be sure and hit subscribe on your podcast. Player. Leave us a review and Kennedy and who knows who will speak to you next week.

already. Thank you so much just in front of everybody. I just want to say thank you so much for being my co host on the show for this season. I've had the best of times. I've just loved having time with you and you bring in all this wisdom and your new energy to this all it's been absolutely amazing. So thank you, my friend. I really appreciate you. No doubt you'll be back in the future. But for now See you later.

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