As best-selling author and motivational speaker Mel Robbins says, “Motivation is garbage.” Now, that doesn’t mean that motivation doesn’t have value or that motivation doesn’t feels good. What she means is that motivations is useless for achieving goals.
See, by its very nature, motivation is transitory—it doesn’t last. It makes you feel really good for a little while, but it wanes.
Here’s the good news: We can use this information to reach our customers when they are at their peak excitement.
Getting Customers To Take the First Step
You know what waning motivation feels like like if you’ve ever decided to get on a health kick by changing the way you eat or working out in a new way. You’re SUPER excited to do it. Maybe you even buy some new supplements or new gym clothes. And, for the first couple of days, you’re into it. But very soon … your desire to stick with it diminishes. That’s the motivation disappearing.
It’s the same thing with excitement. Excitement is a BIG emotion, with tons of energy coursing through your body. But, sooner or later, it wanes. (And thank goodness it doesn’t, right? Our bodies were not built to experience excitement over long periods of time.)
Here’s the thing: Motivation and excitement can be great to get people to start something—to take a big first step. And that’s what you want your prospective customers to do when they encounter your offers, right?
We want to use motivation and excitement to get them to take that step of purchasing so that post-purchase you can support them to keep using it after the motivation wanes.
When Are Your Customers Are at Peak Excitement?
Time for a quick quiz: When are your customers most excited about you and your offer?
A. After you’ve had a chance—several days or even weeks, depending on your offer—to nurture them
B. When they FIRST encounter you and what you have to offer
C. Trick question—their excitement stays about the same.
The answer is B. People are never going to be more excited or motivated than when they first encounter you and your offer.
Yes, there are ways to build that motivation back up a bit later on. But taking advantage of the biggest initial surge of motivation and excitement at the outset is crucial to emotional buying.
Nurturing Your Customers’ Excitement
If customers are at their peak excitement when they first encounter you, you should send them directly to a sales page, right?
Just because they’re at peak excitement does not mean they’re ready to purchase.
You need to simultaneously nurture that excitement and motivation by busting myths, revealing what’s been holding them back, and inspiring them for their transformation, while also revealing that what you have to offer is the perfect solution.
(Sound like a lot? Learn more about how to do it all in our free training >>)
The key is to capitalize on that excitement and motivation by giving them your best, most irresistible offer right away.
You’re not making customers:
- Go through an email series.
- Watch multiple videos.
- Participate in a multi-day challenge.
- Or buy something little so that, eventually, you hope they buy something big. (Surprise! Those small offers generally do not lead to larger purchases.)
Catching your customers when their excitement and motivation at its peak, and focusing it on your best, big offer, means you can generate far more in sales than if you let that excitement and motivation wane.
How do you capitalize on customer excitement? Share your tips in the comments below!