By now, your ideas are home in the internet. You are regularly expanding
your website and have built a small list of people, who really appreciate
your work. A good relationship with your fans is the foundation for
selling your products.
But how does selling actually work? Is it enough to show trailers and
excerpts or are there other factors that influence the buying decision?
Factor 1: Social Proof
Show potential buyers that other people trust you and have profited from
you. Comments on your website demonstrate that you have the active
attention from people. Critiques, ratings, festival participations,
awards and media coverage all influence the buying decision in a positive
way.
Factor 2: Proof
Proof works similar to social proof. Here you demonstrate expertise in
your area by showing trailers, film excerpts and previous films.
Factor 3: Reciprocity
Reciprocity is a simple idea based on a great human characteristic. When
you do others a favor, they tend to want to return it. If you provide
valuable content for free, it is human nature to return this favor.
Factor 4: Risk reversal
Customers want to know that the purchase holds no risk. The best way to
ensure this, is the good old (30 days..) money-back-guarantee. It is not
only about making people feel secure, because they may get their money
back. Rather they are convinced to buy a good product. A money-back-guarantee
shows that you trust the quality of your product.
Factor 5: Urgency
Urgency may be introduced through a temporary discount or bonus. It may
also be established through a limited number of copies. If the potential
customer does not have much time to claim a benefit, he will more likely
buy now than later. Most people who decide to buy later, will never take
action anyway.
Thanks to closing-down sales by shops that never close and temporary offers
that never end, people are very reserved against an urgency game that is
not backed by a credible reason.
Reasons are a limited stock or an especially valuable, limited edition.
You can give a bonus for acting fast or the typical holiday discount.
Limited resources are another factor. Let's say you teach classes in your
area of expertise. The number of lessons is restricted by the hours of
the day. Your own life may hold a reason. Maybe you would like to finance
your new film, go on a festival tour or travel around the world. Create
a temporary offer and tell people, why you offer the discount.
