Lesson 3 – Peel the Onion Contents
People Love to Buy, But Hate to be Sold
There is no standard definition for low and high ticket business. High ticket products or services usually cost more than a thousand dollars. The higher the price tag, the more value a prospective customer would expect to get. In other words, they buy if the perceived value outweighs the price they pay.
People want more control over the buying experience. Therefore, AIDA marketing funnel is a useful guide for crafting website contents. The funnelling approach brings out the values of your products and services. People love to buy but hate to be sold. The AIDA approach of web contents systematically helps them make a well-informed buy decision.
Peel the Onion Contents
Peel the onion content means you unpack your key messages layer by layer. You understand and delve into the problem thoroughly step-by-step. The messages flow from general to a specific solution addressing the problem. One at a time. In another word, peel the onion contents build credibility, values, and solutions that appealing to the prospects first before buying.
You need a framework (or structure) to help you build an impactful peel the onion contents. Let’s take a look at AIDA (Attention, Interest, Decision, Action) funnel and see how it will help you do that.
Start with the end in mind. Remember the ultimate purpose of why you create a website? That’s right, it is for revenue generation. That will be your second A (Action) in AIDA funnel. Make sure you have a clear call to action at the back of your mind when you craft the Attention, Interest and Decide contents. It could be one big ultimate call to action or several small ones along the way. Remember, your ultimate goal is not about keeping the visitors to scroll from the top to bottom of your homepage or landing pages, but getting them to take the actions you have created for them.
This is the ‘what is it’ stage. The visitors want to know what you can offer for them. The common mistake most people do is hard-sell their products and services at this stage. Instantly, you are marked as a product seller. You lead them to price as their deciding factor. For high ticket business, you need to build trust first before you can sell them anything.
There a few ways to build trust. People trust people who they like. Start your web page with anything that will resonate well with your targeted customer. You can talk about the insight of your target customer and their industry. Highlight the problems, challenges, concerns, pain points, and issues they face in the industry. Disclose how their industry peers overcoming the problems. Talk about what works and what is still not working well. Include the case studies to illustrate your points if needed. Include your YouTube video (a short one please) to hold their attention. Your task at this stage here is to keep them stay at your page and get them to scroll down for more information.
Show them that you have depth knowledge of what they are going through. Avoid selling your products and services at this stage. If you do this, you will lose them immediately. But if you do it well, you begin to build your credibility, authority, and trust with them.
This is the ‘why should I have it’ stage. As you go deeper with the contents, show them the solutions to the problems and challenges. Disclose the unique solution you have in solving the tough problems they face. Support your claims with your track records, results, and client testimonials. Show them how your solutions add value and solve problems that your competition not good at.
Package your offer as a solution instead of fragments of products and services. Explain how your solution eliminates their pain points. Relate your points about how they can increase profit, save cost, reduce stress, peace of mind, save time, feel prestige owning it, and many more emotional and psychological appeals.
Your task here is to arouse their interest and create a need for nudging them to take at a deeper look at the solution you offer. Start some minor call to action. It can be download some interesting infographic posters, survey reports, comparison charts, whitepaper, client testimonials, or anything that would help them evaluate the problem, its seriousness and the possible solutions. Again, it is still too early pushing them to buy your products and services at this stage.
Decision and Action
This is the ‘why should I buy your product brand’ and ‘why buy now’ stages. If the visitors still stay with you, you have done a good job. But it doesn’t end yet. Here, some of them may have decided to buy from you. But others may still consider, should they? Therefore, in the third part of your contents, get them to try out your solution. The higher your ticket price, they need more tasters to be assured your solutions are a better option for them.
Take a look at your products and services, which part of it can be your entry product that they can try. It can be a paid assessment that you offer free to them, free consulting sessions, product sampling, access to some of your paid online course, free product trial for a limited period, reach out to your trusted clients for testimonials, or anything that they can have a bite-size taster of your solutions before making the sales confirmation. Show them in the easiest way of getting started with your products and services. Give them choices to buy from you now or try out your entry products and services.
In the next lesson, we'll take a look at an example of how to use AIDA funnel to prepare website contents.