1 Secret To Selling Expensive Stuff: Give More Information

People don't want to have regrets. People fear regrets. So they try to avoid it as much as possible. This is probably why people don't buy your stuff.

People won't mind buying the wrong pen. They know they can just buy another one or make do with the one they have. It's not a big deal.

But for big purchases... the opposite is the case. This also applies for purchases where their credibility is at stake. The cost of making the wrong decision is high. They either loose huge sums of money or their recommendation will not be trusted by their boss again.

So what can you do to make them buy in such high stake situations? Make them feel more certain. You do this by giving them More Information.

You see, if you want to buy a car (or a house), you could read an entire book about the car. You'll probably spend weeks or months deciding on the model. In the end, you could even quote the specs by memory.

You find two cars you're considering. For the first, there's little to no information anywhere about it. But for the second car, you found and consumed many hours of content by the company and content creators, on every nuke and cranny of the car.

Weeks later, you've fallen in love with the second car. You're convinced this is the car you want.

That's true for your customers too.

If your brand has little to no information for them to consume, they'll have many unanswered questions. They won't buy.

But you want to overfeed them with information. More than they ask for.

How do you do this? 4 Ways:
- Make your website longer. More descriptive. Overcome EVERY objection one could have there.
- Add more case studies, reviews to your landing page.
- Add a VSL to your landing page. This is a 15-30 minutes video of you mainly describing their pain points, presenting your product as the solution, handling all possible objections, and showing lots of proof and social proofs.
- Create long form videos on YouTube on your product. This is so underutilized by companies. These videos are not poised to get lots of views, particularly for niche products or service. But perhaps 70% of your customers will say they watched at least one of them before they bought the product.
- Write helpful content around your product for your customers: Hubspot is a legend in this. They have tons of content that help business owners and marketers. Through that, they have captured their heart and trust. They become their go-to for CRM.

Remember: an interested buyer is hungry for information. People will read what they're interested in. And if the purchase is significant, they'll read even more.