4 Ways To Get Consumers To Buy Your Subscription

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Image by: Great Beyond
By Michael Sterling

The number one rule in business is to gain profit, but sadly many business owners fail to know the secrets of gaining clients. You don’t have to be a con man to get people to fork money, but you do need to develop strategies that make them need your services. It’s easier than you think, especially in the digital age.

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#1) Control Your Subscription Service

Many business owners fail to have a trustworthy subscription service. Though it might have a strong presence for SEO, it may lack editorial management software (and vice versa). Google’s free Feedburner service is a good choice for RSS, but it doesn’t provide the same level of control you may get with paid services like MailChimp or AWeber.

Services like Mequoda, allow you to create and monetize content on hundreds of special-interest topics and will also help you towards creating a perfect system for you to fully control. One of the main issues people have with poorly run services is the failure of upkeep. When you trust your subscription service, you stand a much better chance at spotting the holes in your strategy.

#2) Appeal To Your Niche

When it comes to finding people willing to fork up dollars for subscriptions, products or resources, you need to find a profitable niche. By appealing to a small, devoted following, i.e. travelers, fisherman, working moms, you’ll probably be able to find people who pay for access because it directly involves them.

Here’s the thing, though. Marketers are much more willing to pay for consumers than consumers are willing to pay for you. Because many subscriptions are bought by corporations rather than individuals, that means far less advertising dollars for your company.

This is where you need to take matters in your own hands. Consumers want to feel like your company is involved in their lives. The more specific you get the better. If you find a profitable niche, particularly ones with a special interest, you open yourself up to a plethora of opportunities to advertise.

Think of conventions, corporate parties, or any other events that will bring in your niche. Because it appeals to them (and chances are there won’t be any other competitors nearby), you stand more of a chance for them to pay for access.

#3) Spark Professional Interest

When people think your products will benefit them at work or in their professional grind, paying for service becomes an investment. You stand a much better chance when you make them believe their lives will be easier by becoming involved with your company. Take this into consideration during your campaigns.

Recent studies have shown that nearly 70% of Americans hate their jobs or are disengaged. These are the people you should try and sell to. The goal is to make them think your product will make them less likely to pull their hair out during their busy schedule. Be the answer to their prayers, and they’ll be willing to fork up the dough.

#4) Language

Customers are not going to need you if you aren’t articulating it well. The secret is about differentiating a feature and a benefit.  For example:

  • Feature: “This truck has bullet proof windows.”
  • Benefit: “This truck will keep your family safe from harm.”

If you want to grab the customer’s attention, tell them what they need. Not what they want. If the language evokes emotions, even better. Hit them at their heart strings and allow yourself to be emotional insurance. Don’t just say, “We’ll protect in the event of a snowstorm.” Instead say, “Your children have a chance to walk away unharmed. Free.”

No one’s going to listen to you unless it’s important information. The only way it will register is by not focusing on the product as a whole, but on how it makes the customer’s feel. This will be the thing they will always remember.

#4) People Will Pay For Convenience

Consumers are suckers for products that offer convenience, especially if time is an issue. Professional world aside, real convenience lies with what’s going on in their social lives. The whole craze of E-books is a fine example. News junkies are paying a few bucks for an issue they truly care about, while also being attracted to interactive graphics and video that comes with it.

All-in-one things are great, but why not think outside the box? Above all, data is the one thing that’s attracting the 2014 consumer. Things like geo-location, easy photo sharing, debit payments, and social connections are making things much more convenient for the average Joe. Play the card and reel in their trust.

*Tip: Offer a free trial. They allow customers to test your products in their own unique settings. Set a time frame for the period, such as 30 days. This shows trust and, ultimately, a smart way of creating dependency. 

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