The 3 things which STOP people buying from you

Why do people buy things?

That’s a question I spend a LOT of my time pondering.

Selling is, after all, my job now.

It’s yours too — even if you don’t realise it yet.

And the way I see it?

People buy once 3 key criteria have been filled:

• You’re offering them something they want

• The price you’re charging is aligned with their expectations (there’s nuance to this, but that’s for another email)

• They trust you can deliver their desired result

Today, I want to focus on that final point:

How do you make someone trust you can deliver?

Because there is a LOT of nuance to this.

And (despite what people on Money X would have you believe), it isn’t as simple as saying “I’ll add $5k to your business in the next 90 days”, slapping a “no results, no fee” guarantee on it and suddenly being SWARMED by an army of frothing-at-the-mouth prospects begging for you to take them to the promised land.

Why?

Because as soon as you make a claim there are 3 other “questions” which pop into your prospect’s mind.

And until you have addressed ALL of these…

They ain’t buying.

So… let’s have a look at those today, shall we?

Question number uno…

Question #1: Will this work for me?

JK Molina sent an email about this recently.

And… it’s spot fucking on.

Because here’s the mistake I see (almost) all creator-copywriters make:

They solve a problem (e.g. they learn how to monetize their audience).

They offer to help others do the same.

And then they’re BAFFLED as to why no-one seems interested in their offer.

But the key point they’ve missed is that people don’t give a fuck about what YOU have done.

Until…

You show them how your results apply to them.

After all…

You’ve managed to hit $10k/month.

Great. Well done.

But…

• Did you have a secret advantage? (more money, bigger audience, existing skillset etc.)

• Did you have a different problem to your prospect?

• Were your operating in a different market?

As soon as you show your prospect a desirable result, their mind is instantly FLOODED with questions exactly like this.

And until you’ve proven that you started from the EXACT position they’re at right now (or worse), they won’t buy.

After all…

Your copy is a story. And your reader only cares about your story if they can relate to the character in it (i.e. you).

Side note: there’s a hot debate running around X about whether coaching other creators to monetize their audience is all a big “pyramid scheme”. I won’t weigh in on this today. But I will write an email about this in the future. The TLDR is, if you’re asking this question, you have a fundamental misunderstanding of how education, knowledge transfer, and even human relationships work.

But back to this email…

You’ve bridged the “relevance gap”.

Which means your customer is now receptive to your solution.

Now it’s time to bridge the “journey gap”.

Question #2: How are you going to get me from A → B?

A few months ago, I tweeted something along the lines of…

“Sell the benefits, not the features” is bullshit.

Why?

Because it implies that the only thing your prospect cares about is the end result.

You wave the carrot on the end of the stick. They bite.

Spoiler alert:

It ain’t that simple.

Because picture this:

You’re standing between two cliff faces.

4 metre gap.

And you need to get to the other side.

There’s two architects next to you.

Architect 1: “Go on mate, you can jump that!” (you probably can, but fuck me is that chasm looking mighty scary)

Architect 2: “I’ll build you a bridge you can walk across”.

I know which route I’m taking.

Your prospects are no different.

Until you can show them the precise set of steps which will bridge the gap between where they are now, and where they want to be… they ain’t buying.

So… ask yourself:

• What logical sequence of “micro-steps” will take them from A → B?

• What milestones will they hit along the way?

• What “pre-steps” do you need to solve before your offer even becomes relevant to them?

After all…

You’re their guide, not their cheerleader — never forget that.

Right.

You’ve bridged the “relevance gap”.

You’ve bridged the “journey gap”.

And now you need to bridge the final gap: the “risk gap”…

Question #3: What’s the risk?

Money.

That’s the only risk most people ever think about when they’re writing their offer.

Again —

It ain’t that simple (unfortunately).

Because when you ask someone to pay you money, you aren’t just asking them for money.

You’re asking them for time (which they will never get back).

You’re asking them to put their brand reputation in your hands (which is often unsalvageable, once damaged).

You’re asking them to choose you over all the other creators out there.

There are a whole SLEW of opportunity costs associated with working with you (and money is only the tip of the iceberg).

When you see things this way, it becomes pretty fucking clear why those “no results, no fee” guarantees don’t quite seem to have the effect people expect.

Which brings me onto the question you’re now asking…

How do you actually bridge this “risk gap”?

Well, there’s two ways.

The first is via your offer.

I’ll write a separate email about how to do this at some point.

But the “longer term” (and more effective) approach?

Build your “base” authority level.

In short…

The longer you’ve spent building authority on social media, the less risk people will associate with you.

You might not see this directly.

But it’s there.

I can tell you from first-hand experience that when I hop on a sales call with someone now, or when someone reads one of these emails (as you’re doing right now), they’re 100x easier to convert than when I first started slamming tweets in November 2023.

And the reason is obvious:

Back then?

I had ZERO authority, ZERO credibility, and ZERO social presence.

Today?

I’ve spent the past 8-9 months applying a very specific content strategy that is solely focused on building my authority.

I do not care about anything else.

My number one goal with ALL of my content is to establish as much authority as possible with my target audience.

And this is, without doubt, the number one reason I’ve been able to go from a software dev who had never written a tweet in his life before, had ZERO writing experience or “social cred”, to now owning a $15,000/month personal brand build solely on inbound DMs.

And now you’re wondering how YOU can do the same.

Well…

I have good news for you.

Because when my Flagship course drops in just under 3 weeks time, I’ll be giving you access to my Authority Playbook.

This is the set of 100+ content prompts which I use to write ALL my content.

It’s the closest thing you’ll ever get to an authority-building cheat code.

After all…

I started out at ground zero — just like you.

The only difference?

I know how to position my content from an authoritative angle to increase people’s trust in me.

Here’s what a friend of mine said when I gave him early access yesterday:

(FYI - he’s a 7-Figure Entrepreneur currently building his own personal brand on Twitter)

It’s yours too, if you want it.

Best part?

This is just a bonus in the course.

The gravy — not even the main meal.

Slap yourself on the waitlist here to get more exclusive bonuses as we approach launch date.