The 3 things people buy and their reasons why

O. Hello and good evening. Happy Friday, everyone. Coming to you live on The Facebooks, on LinkedIn, YouTube, and over here on my phone on Instagram. I'm Katie McManus, business strategist, Money mindset coach, and I specialize in working with ADHD business owners who need to figure out what their profitable niche is, design an offer that their ideal clients actually want to buy, learn how to market and sell their services without wanting to vomit. And because asking for what you're worth is so scary, we do often work on a ton of money mindset stuff. Anyway, tonight I want to talk about one of my favorite topics. And Luna's here, and she's a little grouchy, so she interrupts. I'll just give her a treat. Anyway, one of my favorite topics is why people will buy from you or not. Now, there's this TikToker that I went down a wormhole on this morning. I don't know why. It just. She came up in my awareness somehow, and I've been fascinated with this woman for a very, very long time. Okay, Luna, come here. Good girl. Come here. Want the treat? Hold on, we're just gonna. Here, let me show you guys. Luna, you wanna. You wanna come here. You want to get up? Luna, you want to get up? Come here. Come here. Up, up, up, up, up, up, up, up. Okay, you want to say hi. You want the treat, don't you? Yes. Oh, good girl. Okay. Brief, brief little interruption. Okay, the girl needs a treat anyway, so this person that I am Talking about is Ms. XL, okay? And it's not sexy. It's not sexy. I just want to acknowledge that Ms. XL literally got famous on TikTok because she was creating videos about how to do stuff on Excel, Microsoft Excel, to be specific. Spreadsheets. She was teaching people spreadsheets. And she's able. I think she made $5 million this past year. Insane. Insane. But I want to use her as an example to talk about the three reasons why people buy or what they buy, and then the reasons that motivate them to buy. Now, the top three reasons, if you're a client of mine, if you've been in my world for a while, you know this. The top three reasons are getting laid, getting paid, and living longer. Okay, now you might be thinking, okay, well, getting laid, getting paid, living longer. What does that have to do with teaching people how to use Excel? Right? Because it doesn't seem related, especially the getting laid part. But I want to. I want to lay this out for you. So let's say that you have a job and part of your job is you have to get through like a ton of data. And you know that there are tricks that you could do on Excel, but you don't know what they are. You have no idea. And so you're just kind of there, like wondering what you should be doing and not knowing what question to even ask to figure it out. And then comes along this person who makes it very simple for you. They lay out all the simple things that you could do and they make your life easier. Now they don't just make your life easier, they make you able to do your job better and faster and be more effective in, in the long run. Which means that you're more likely to get a raise, means that you're more likely to get a promotion. It means that you're more likely to have recruiters reaching out to you once they've heard how good you are. When we up our skills, when we up our skills in a way that is, is, you know, demonstrative, like we can point to it and show, like, this is the impact I had by learning how to do this. We know that we can get paid more. All right, so let's start with that one because that is the most tightly linked with Ms. XL and what she teaches is, you know, people who buy her program, they do it because they want to have more job security. They do it because they want to be better at their jobs, they want to be able to get a promotion, they want to be the go to person for all that stuff in their workplace. Okay, that is job security in their minds. Right? Okay. So getting laid, getting paid, living longer. We've just covered getting paid. Second one. Now what happens when you make more money? Right. Typically when people make more money, they're able to invest in long term wealth items like, like property and a home. When you make more money, you can also invest in better healthcare, you can buy better food, you have way more security. You have the ability to relax when it comes to paying the bills every single month. Because that anxiety does have some wear and tear on your heart. It really does. Cortisol and adrenaline is not good for your body when you make more money and you don't have to stress about that anymore, that actually does allow for you to live longer. And it sounds crazy to make that stretch, that learning how to use Excel will help you live longer. But subconsciously, we already make this connection. We already make this connection that if we learn this skill and we become more celebrated at our jobs and we have become better at our jobs and we become richer as a result, we're going to live longer. Okay? Not only that, what happens when someone is really good at their job and they get a promotion, they get a raise and their confidence goes up? They walk with some judge, they walk. They got some mojo going on, right? Who has gone to the bar after you've gotten a promotion or something and you just like feel on fire. You're so confident and you got a date and, you know, all the things happen. There's a way in which you walk into a room when you feel like you are in charge of your life. And that is sexy af. Okay, it is so sexy. So it sounds insane, but Ms. XL tapped into the three reasons why people buy the three things that people buy simply by teaching them something that they've already learned to connect with. Job security, making more money. And because you have job security and you're making more money, you're more likely to live longer. And because you have all these things going on, your love life will probably see a little uptick as well. Now, the reasons, the motivation that people have to buy there are only two reasons. Either to get out of pain or to get into pleasure. All right? Now, someone could sign up for Ms. XL's course because they struggle with Excel and it's miserable and they're so unhappy and they can't believe this is part of their job, but apparently it is. And they just have to figure out how the to do it right. Totally fair because they're getting out of pain. Now others, they may see, you know, this idea of being the go to person in their company as something that they really, really want. It would be, it would give them so much pleasure to have people seek them out because they are the expert on this thing internally. That could absolutely be a reason why they do this. It could also be, you know, the pleasure of getting a promotion, the pleasure of getting a raise for being more effective at your job. You know, she does this so beautifully. And it's because it's something that we all struggle with, that we're all aware of, right? Because, you know, we've had Microsoft Excel in our awareness since I was a kid, right? I never learned it. My. If you'd been in my computer lab in middle school and high school, you would have been shocked at how many, like, PowerPoint presentations we had to create. I've never, I've only given one Power point presentation in my life and it was one that I assigned to myself because I'm the boss. Like, I've never Had a job that required me to do that, which is kind of funny. Never learned Excel. Right. But it's a tool that is so helpful in business. And a lot of people, like there are some people who are good at it, but most of us don't know what the fuck we're doing, right? We feel inadequate, right? So she took something that everyone kind of feels inadequate about already and they don't really talk about that could have serious ramifications for their career, for their day to day life. And she taught them how to do it. Hi, Jocaine. Keeping a good work life balance. I mean, good work life balance. I mean, have boundaries, have really solid boundaries. You know, you want to have good work life balance. It's going to be different for everyone, right? Because you know, some people want to work 40 hours a week, some people want to work 20 hours a week. And it really depends on like what your work and your life need to be balanced. So, you know, short answer is have really good boundaries, you know, and also know what you want. Anyway, merry Christmas to you. Anyway, so, yeah, so Ms. XL tapped into this so beautifully and here's one of the things that I see new business owners struggling with is they, when they're, when they're talking about what they're doing and they talk about their service, when they talk about their ideal client, they make it about what they do, right? They make it about like the service that they provide, your client doesn't give a fuck about the service you provide. Provide. They really don't. It doesn't mean anything to them. Like they aren't seeing their problems from your expert perspective. Hi, Daniel, Welcome. I'm also on the East Coast. I'm on Cape Cod. Anyway, where on the east coast are you, Daniel? I can't remember. Anyway, so. Oh, I'm sorry. So the expert perspective that you have as the business owner is not how your ideal clients see their problems. So when you speak to them in your expert speak, you're actually talking over their heads. They have no idea that what you're talking about is actually relevant to them. I had someone on my brave BizLab call this morning actually, who, you know, is really struggling with this, struggling to connect with what the languages of her ideal clients. And you know, it's, it's really unfortunate, but it will cost you a lot of money because your clients won't buy from you unless you're speaking to a problem that they actually have. And in these, in these scenarios, like how can you connect what you do to them? Getting laid Getting paid and living longer, right? It's a, it's hard and it's simple this same time, right? Because you have to get in their head and understand exactly what it is that they feel like they're struggling with. And you have to understand how they see it getting in the way of their long term goals. And then you just have to talk about that. Your clients, you're like, you don't have to stretch and be like, if you sign up for my thing, you're going to have sex next week. No, you can't, you can't promise that that's not going to happen. Like, it could happen. It'd be amazing for them, hopefully. But it also may not be the thing. Hello, Welco. Hi, Maura. So you don't have to make those connections, right? Your brain is going to want to, like, do all the flips and twists and, you know, twist into a pretzel around this to try to figure out how you can make those connections. Your clients are already there. They are already understanding how this thing that is in the way of their success, whatever it is that you work on, is getting in the way of them getting paid more, having more, more relationships, better relationships, and getting in the way of them living longer. Let me see. Clients don't want to hear your features. They want to hear your stories and how it's relevant to them. A hundred percent, yes. And they want to hear about themselves, you know, oh, and you're in the east coast, in the D.C. area. I love the D.C. area. You know, they want to hear about themselves. You know, there's a reason why people will read their horoscopes every single week, even if they don't believe in it, right? Because we like reading about ourselves, even if it's a very abstract version of ourselves. Like I, I'm a Gemini, I will read and I kind of believe in it. So, like, you know, I'm not a good example of this, but there are a lot of people who, if someone has the paper open to the horoscope page and you know, they happen to be reading their horoscopes, they'll be like, hey, can you read me mine after you're done with yours? Right? Even if they don't believe in it. We love, love, love, love hearing about ourselves. And we are meaning making machines, right? So when you tune into your ideal clients verbiage, how they describe their problems and what they struggle with and what they want more than anything, what. When you start using those exact words and sentences to market to them, like they're going to read that and be like, oh, my God, that's exactly what I was thinking the other night. That was exactly what I was bitching about to my best friend after I had that half bottle of wine. Oh, that was a bad hangover. You know, like, those are the conversations that you want to be kind of parroting back to them. Because that is what is going to get them to, like, sit up straight and be like. Like they. Has she, like, she bugged my phone? How does she or he know this about me? Right. It gets under their skin in the best way and they will make the connection for you, right? The. The three things that people buy. I'll say this again and again and again. The three things that people buy are getting laid, getting paid, and living longer. And I don't mean that in, like, the literal sense, you know, I mean, well, sure, I mean, there are some people who do get pay to get laid. Anyway. That's a different conversation, but I'm getting myself into another tangent anyway. For you to tap into that in your business, you have to name what is the big goal, the big juicy goal that your ideal clients want from you and what is the thing that's getting in the way as they see it, right? Once you name those things and you say, hey, by the way, I help you go from here to here. Like, do you want to book a call with me? They're going to jump at it, right? They don't care how you, how you do your thing. You could be a magic belly dancer and belly dance for them for like 20 minutes and fix all their problems and they would pay you for it. They'd be like, dance, come on, come on, Daniel, dance. Because they're in their problems. They are living a life that they don't want to be living right now. They want something different. And if you can offer them something different, that's what they're going to spend money on. So Ms. XL is an amazing example of this. You know, she ties into. You have this question. I'm going to answer it. Here you go. This is a simple thing. And then she points to her course. You know, she shows you a couple tips. But then she points to this bigger training that she has. You know, there's. I have, I have fluctuating beliefs around giving value versus empathetic marketing. I think giving value to a certain degree is valuable. Like you want to. It's not about showing people how smart you are. It's about giving them something that can be immediately helpful for them. Something small that they can, like, put into action right then and there and have it make their life just a little bit easier. And it could be like a reframe, it could be a mindset shift, it could be how to use an Excel tool that you didn't know how to use before. It could be any number of things. And. And you do not have to solve their problems in your content, right? That is not your responsibility. They are not your client yet, right? You can help them a little bit, but you're not responsible for helping them all the way, right? That comes when they become your client. And even then, you're not responsible for helping them all the way because they have to do the fucking work, right? You can show up and advise them and point them in the right direction, but if they don't take your advice, if they don't run with it, if they don't do the work, they're not going to get there, right? So when you're marketing, you can also just show up and say, hey, you. I see you, and here's what you want more than anything, and here's what you see is in the way. And by the way, I'll help you get through that. And that's seen as valuable because what you've done there is. You've normalized that they're not the only one who struggles with this problem. The fact that you have a job and you help people with this all the time means that they're not alone and that they're not a freak for having this issue and that they shouldn't be, like, spiraling in shame because they have this problem, right? You also just gave them hope. You gave them hope. Do you know how valuable hope is? You gave them hope that they're not going to be stuck in this vortex of shit anymore, that there is a way out for them, even if it's not working with you. You've just told them, you've. You've enlightened them that there's this world of people that are like you, that offer similar services to you, who can help them out of where they are right now. All right? That is valuable, right? So anyway, to summarize. To summarize, when you're marketing your services, you want to really understand how it relates back to getting laid, getting paid, and living longer. Because those are the things that your people are actually buying from. You know, that you do not have to bend over backwards to try to connect all that. The easiest way for you to do this is to use their own words in your marketing. They Will make the connections for you. They, they will jump into it because they're in their lives. They know this. And lastly, you know, as you're marketing to them, it feels really tempting to give away like little tidbits and all the things you don't necessarily have to. You can absolutely just normalize where they are. Let me see. Daniel, focus on return on. Relationships are. My God, I love that term ROR value. And it'll help you tap into your roi. They will always remember how you make them feel. Listen with more than just yours and stop spraying your features. Turn those features into stories. Yes. I love that term spraying your features. Like it has me like imagining like, like bear spray or something, which is kind of how some people do it. Randy House. Oh, thank you. I'm so glad you made it. And Merry Christmas to you, Randy. Anyway, thank you guys so much for being here. I've had, I've had a rough week. I. Oh, I don't even want to tell you. Well, maybe I will because I've just made it awkward and like mysterious. I tripped going up the stairs on Tuesday night and I ripped one of my toenails off. And so I've been so tired and in so much pain the last couple days with this dumb ass injury. So I had meant, I had meant to go live more, but it just didn't happen. Anyway, more than just your ears. Exactly. Yeah. Happy holidays to you, Daniel. Yes. Anyway, I'm going to be trying to go live over the weekend a couple times. We'll see how it works out with the holiday. I don't want to promise anything that I'm not going to deliver on next week. I do have a workshop. It is the sick. Oh my God. The 12 months to six figures New Year's workshop where we're breaking down exactly what your strategy can be. And next year to help your new business go from wherever it is right now to six figures by the end of 2024. This I'm turning into kind of like a betting game. So if you sign up and if you do the work and if you come to me before December 31st next year and you show me a receipt that you in fact made six figures this year following the strategy that we made this week, I will refund you your ticket. I'm actually doing that because I want the people in my world to bet on themselves, to double down, to get to fucking work and to actually make a full time income from their work, from the work that they love. So if you want to join that, just shoot me a DM and I will send you a link to sign up. It is on the 28th at 1pm Eastern Time and it is 90 minutes, but we will probably go over for Q and A. But anyway, with that, I'm Katie McManus, business strategist and money mindset coach. Thank you all for being here and I will see you at some point over the next handful of days. All right, Happy holidays everyone, and I'll talk to you soon. Bye.