One of the easiest ways to turn a buyer away, is by presenting your offer as innovative.
When something is new, never done before, the next level… you might indeed be selling them something that they really need, and that would really solve their problem, but:
When something is ‘new’, it can set off all kinds of alarm bells.
The subconscious doesn’t like new things.
The emotional side of the psyche, sure: new is fun, exciting, promising.
But the subconscious?
It abhors things that are new.
Because we’re still ruled by our lizard brain, neo-cortex or not.
And in prehistoric times, anything new could be a lethal threat.
An animal never seen before… fire… a group of different-looking cavemen cresting a hill:
Danger, Will Robinson.
This is why we always prefer the familiar and the known, because we know it is safe – or at least, we know more or less how unsafe it is.
So even if you’re selling something that actually is innovative, always make sure you relate the appeal of it back to the fundamentals of safety and familiarity.
In other words: make it plain vanilla.
“Yes, we’re using AI to truly understand what your buyers want, need, and feel – but at the heart of it, there’s nothing new about it.
“It’s just a different method to relate to people, to make them feel seen and understood.
“It’s the fundamentals of psychology and relationships, and those haven’t changed in millennia.”
Put it that way, and you let your buyer know that the new aspect of your offer doesn’t represent a threat.
This matters more than you can imagine, because the slightest hint of a threat, and your buyer will shut down.
So remember: no matter how new, improved, or innovative your offer is: sell plain vanilla.
If this makes sense and you want to enroll more buyers, this 10-week personal training programme will help. And yes, it’s plain vanilla, based on millenia of human psychology – the stuff that has always worked when seeking to move forward with people, and still does.