"People Aren't Stupid" vs Making it Easy to Give You Cash

“I didn’t like the website they made for me”, she says.

“It had buttons all over the place, and “click here” and so on.

“As if people are stupid!”

I see what she means.

People are indeed not stupid.

Well, not all of them.

Even so, you do want to make it easy for people to do business with you, and that means telling people ‘here’s what to do next’ is essential.

You want to give them the easiest possible route to go from “Huh, nice paintings” to

“You know what? I’ll take the nude in blue. Where do I pay?”

And no, that doesn’t mean you should treat people as if they’re stupid.

But you do need to make sure people take action after they see your site.

Whether that’s contacting you to inquire about a commission, or buy a painting or print, or sign up for your newsletter.

The problem with the attitude of the painter in question is that it’s based on an assumption.

And it’s an assumption that has driven quite a few people out of business.

The assumption (an erroneous one) is this:

“If they want it, they’ll decide on their own to buy or not buy”.

But it just doesn’t work that way.

At least not well enough to keep you in business.

And all you need to do is ask: “Do you want this?”

Sure people will know and understand that your work is for sale.

But if you don’t look open for business, if you don’t suggest or recommend or invite people to take an action, not many visitors will.

Whereas if you ask people to take action, many more will do so.

The trick is in finding the right tone, the right approach.

No, you don’t want to be all ‘buy me – buy me – buy me!’

You’re not a infomercial salesperson, for crying out loud.

But you can very reasonably ask people to do something, to take an action of some sort.

There’s nothing wrong with an invitation.

And in fact when you do put the right call to action in the right place, people will take you more seriously.

It shows them that you’re not just an attic painter, but that you take your work and your sales seriously.

And that instills confidence and trust, and that helps you get sales.

And let’s face it: we all want people to buy our work.

We just don’t want to be ‘selling’.

And you don’t have to, at lest not in any spammy or pushy way.

See, selling isn’t a question of forcing people to do something, or manipulating, or cajoling.

Selling means facilitating a purchase.

And marketing, that’s not a matter of blasting messages at people.

Marketing is what you do when you can’t go see someone face to face.

Doesn’t look quite as bad that way, does it?

Remember: sales are the consequence of a relationship, and they happen in the context of a conversation.

Your website is an invitation to start that conversation.

And if you don’t ask for an action, it’s very likely that the conversation ends when they close the page, and stays one-sided and unrequited.

Whereas if you ask for an action, they’re very likely to reply and they’ll be glad you asked.

The choice is yours.

To learn how you apply this approach to your own art sales, go here → http://martinstellar.com/leap-to-more-sales/

Cheers,

Martin

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