Kindle Publishing 2019 - 4 Reasons Why People Don't Buy

About this video

Sean explains four reasons people do not buy, which he says he learned from Nick Stevenson’s Your First 10,000 Readers course, and applies the consumer psychology to Kindle publishing, book descriptions, and email marketing as well as other businesses. The four types are: the indifferent, who are not excited or not in the target market; the skeptic, who doubts whether the book is any good and has never heard of the author; the worrier, who fears they will not enjoy it, will not finish it, or already have too many books; and the procrastinator, who plans to buy later and is prone to shiny-object syndrome. He says most people will not buy on the first ask and that selling often takes multiple touches, up to seven. To overcome indifference, clarify one specific problem in the keyword, subtitle, description, and emails, and state exactly what is inside and what outcome the reader can expect, using a sub-niche example rather than a broad promise. To overcome skepticism, build trust with a professional cover and branding, bestseller or new-release badges where you have them, reviews, and a relatable personal story if you lack testimonials. To overcome worry, show case studies, testimonials, or your own story of overcoming the same problem so readers see people like them getting results. To overcome procrastination, create urgency with a limited-time launch discount and a stated price increase deadline in emails. He sums this up as quality plus proof plus scarcity equals more sales, delivered mainly through the title, cover, description, and email follow-ups.

Key takeaways

• Four reasons people do not buy: indifference, skepticism, worry about themselves, and procrastination
• Do not expect a first-touch sale; plan for multiple touches through descriptions and email follow-ups
• Beat indifference by pinpointing one problem in a sub-niche and stating the contents and expected outcome clearly
• Beat skepticism and worry with social proof, professional branding, bestseller badges, testimonials, case studies, or a relatable personal story
• Beat procrastination with scarcity: a limited-time discount with a clear deadline before the price rises

Episode details: published February 26, 2019 · 14:08 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Sean Dollwet’s own claims, shared for education — they are not typical or guaranteed.

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