What’s the difference between a “buyer” and a “tryer”?
A buyer is someone who means business, and is ready to commit to making a purchase. Sure they may want to test it out before swiping the credit card, but it’s a no-nonsense approach.
A tryer is subscribed to dozens of marketers lists, listens to as many free podcasts as possible, buys anything with a clever sales pitch on impulse – and then never does anything with the information they’ve just purchased.
And when the training program they’ve purchased is $7, you can understand why. A tiny price like that doesn’t exactly command respect, does it.
I’ve been on both sides of the aisle. And I’ve realized there’s nothing wrong with being a “tryer” for a period of time while one figures out what makes sense to them. The proverbial spaghetti on the wall and see what sticks mentality isn’t a complete waste.
What’s more effective, and a better use of both the consumer’s and merchant’s time, is to be a buyer, and the merchant needs to lead by example on that.
There are several entrepreneurs I respect and trust who have a policy wherein they “ban” for life anyone who unsubscribes from any of their subscription products, such as a newsletter or some sort of software service.
Meaning if you buy from them, then decide you don’t want to continue, they won’t let you back in as a customer (at least with the same email address you used before.)
It sounds kind of harsh in our current culture where the customer is “always right”, and with everyone offering some sort of “freemium” version of their service to the masses, in hopes enough will upgrade so they can pay their bills (not to mention the bandwidth required to service their freebie customers).
But when you know a particular person you want to do business with has that policy, you’re going to think twice, and probably 3-4 times, before you make that purchase. In a way, they’re doing themselves and you a favor with that policy.
I’ve subscribed to several newsletters with that exact policy, and you’d better be sure I put more stock in what these newsletters have to say than any free ebook, $3 course, or “secret stash” of information I’ve encountered in the last few years.
You’d also better believe I thought long and hard, and made sure I had adequate revenue from my business to pay for said subscription for the long haul, before I made the purchase. In one case, I followed a fellow for almost 5 years before subscribing to his info.
Tryers want to get rich quick, and so they buy whatever they think will help them make that happen. Buyers play the long game, and only invest in products and services that will help them achieve their goals – even if it’s not immediately.
I had the “buyer” mentality in mind when I wrote out the 6 Podcasting Principles last fall, and they’re available on my mobile app. To access them, simply visit the Committed Media website, and follow the instructions to the promised land.