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What’s your iPod?

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Ian Brodie

Ian Brodie

Ian Brodie is the best-selling author of Email Persuasion and the creator of Unsnooze Your Inbox - *the* guide to crafting engaging emails and newsletters that captivate your audience, build authority and generate more sales.


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What’s your iPod?

In November 2014, Apple Macs hit a market share of 13% of the global PC market. They've grown market share in 33 of the last 34 quarters.

There are many reasons why Apple's doing so well. Power, usability, ergonomics, fashion.

But I believe one of the biggest reasons for Apple's recent success in computers has simply been the iPod.

The iPod – and later the iPhone and iPad – made millions of people “Apple people”. People who hadn't previously considered themselves as Apple buyers.

Not only did they have a positive experience of Apple through the iPod, but for the first time, they considered themselves to be Apple buyers.

When it came time to buy a new PC, instead of just looking at Windows options as they'd done previously, many of them widened their horizons to consider a Mac. Previously, a Mac just wouldn't have figured in the decision – it'd have been ruled out subconsciously.

But once our self image includes an Apple buying element it becomes much easier for us to consider a higher priced part of the range.

We no longer have to make that psychological leap to seeing ourselves as an Apple buyer. We're already there.

The same thing happens with many potential clients.

If they've not hired consultants, coaches or whatever it is you do before, there can be a huge, inbuilt resistance to doing so.

They just don't see themselves as someone who hires a coach or a consultant. They barely consider it.

But if you can construct a simple “no brainer” offer. Your version of the iPod: a brilliant product with a low price tag. You can shift their perception.

You can get them to see themselves as a person who buys consulting or coaching. And so someone for whom buying a large project is just a step up from what they've done previously, not a whole different thing.

Someone who's bought even just one day of consulting is exponentially more likely to buy a big engagement than someone who's never bought consulting before. The same goes for almost every conceivable service.

So what can you construct that's a low-cost, no brainer offer that will get your potential clients to see themselves as a buyer of your type of services.

What's your iPod?

    Ian Brodie

    Ian Brodie

    https://www.ianbrodie.com

    Ian Brodie is the best-selling author of Email Persuasion and the creator of Unsnooze Your Inbox - *the* guide to crafting engaging emails and newsletters that captivate your audience, build authority and generate more sales.

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