People are lazy, busy, overwhelmed or just plain not interested in jumping through a bunch of hoops to do what you want them to. There, I said it. Yes, it’s a slightly pessimistic view of human nature, but more often than not, it’s true.
You see, good intentions fall by the wayside when you ask people to take too many steps, especially when they aren’t particularly interested in doing so. Now with that out of the way, let’s talk about how you motivate these lazy, busy, overwhelmed and uninterested people to do what you want them to do.
In short, make it E-A-S-Y.
Take a networking situation, as an example. Perhaps you offer a free product demo. Instead of asking people to go to your web site, fill out a long form and wait for an email with the access link, you could ask anyone who is interested to write DEMO on their business card and you will do all the work for them.
All they have to do is watch for the email and click to test-drive your product. In essence, you have removed all the potential barriers and pitfalls that would prevent them from getting to that endpoint by handling it for them. E-A-S-Y!
Putting the E-A-S-Y Principle into Practice
For Prospects – Every sales funnel is different, but think about the flow from start to end and imagine how a busy, overwhelmed prospect feels going through that process. Is it simple and straightforward or does it require a lot of extra effort on their part? Is it confusing or frustrating at any point?
Make it easy, make it fast and make it very simple for them to hit the HELP button and get assistance with any step along the way. That means giving them access to all the information they need on your web site AND giving them the option of skipping it all and calling a service agent.
For the Media – Imagine you are a frazzled journalist working toward a deadline. What would make your life easier and take a bit of the stress out of dealing with tight deadlines? How about easy-to-find media releases with all sorts of facts and information?
Just as your prospects need to be able to both serve themselves and call in the cavalry when they need additional information, journalists appreciate a helping hand too. That means serving up ready-made stories complete with quotes from key people within your organization AND giving them quick, easy access to key contacts for follow-up.
For Champions – Arm your loyal champions with everything they need to support you – whether those champions are your affiliates, members of your networking group, past customers, or friends and family.
Want them to send out an email with details of your latest product launch? Supply them with prewritten copy complete with links. Want them to connect you to potential customers? Let them know exactly who you are looking for. Scale their deliverables down to something as simple as copying and pasting!
How do you put the E-A-S-Y Principle to work in your business? Share your tips in the comments below!