Before I begin with the final of the Three Immutable Laws I’d like to review the other two briefly..since it has been awhile.
The First Law part I, part II
This may seem like common sense but you’d be surprised at how many light bulbs switch on when we discover that people won’t necessarily come if we build it. The first law is all about being findable as in, people can’t buy your stuff if they can’t easily find you. Pretty obvious, huh?
The Second Law
This law is all about converting those folks who do find you into walking talking believers in your greatness. In order to get converts you will need to:
- Build trust with potential buyers and buyers so they feel safe telling their friend
- Establish and maintain relationships with buyers by staying in contact and interacting with them.
- Narrow the field by focusing on only those folks who are or might be interested in your stuff by not trying to be all things to all people.
Now on to the The Third Law
The Third Law is all about making the actual process of buying your stuff an unforgettable experience. Your buyers will always remember their experience with you, if every point of interaction reinforces their positive thoughts of you and your stuff.
No, it is not about fakery or manipulation, it is about being true to yourself and your vision or more commonly known as “being authentic”. The authenticity I’m talking about here is being consistent with your message, the thing, the message, that attracted them to you in the first place.
You solved their problem now what?
So...they have bought one of lovely pieces and they’re proudly showing it off to all their friends and co-workers. You solved their most pressing problem the real question now is are you going to just forget them or help them by keeping them up to date on how your other stuff can continue to brighten their day?
Remember, in the second law we talked about relationship, and narrowing the field? Well, here’s were that comes into play. Folks came to you because they were attracted to you, and the message and vision you expressed through your work. In short, they “resonated with you” they identified a kindred spirit one who might understand their needs and problems.
Help them help you
Because you are who you are, you really didn’t have to do much for them to buy your stuff, because they were actually helping you. And...strangely enough they really enjoyed it, they walked away feeling all warm and tingly. The absolute worse thing you could do now is never give them a chance to feel that way again about your stuff.
Helping them help you means making sure they are always in the loop when you make something you think they might like. Moreover, you do this in the way that matches who you are, if you are shy and understated then be shy and understated when you let them know of that cool bracelet you just made. Tell them how it would work well with the ear rings they bought but only do so in your style.
Helping them help you means giving those folks who love your stuff an opportunity to own it, and feel that warm tingly sensation again. They already like you and your stuff by keeping the door open you are saying “ I know how much you liked those ear rings here are some new things that go with them”. In doing so you are giving them permission to buy and letting them know it’s also OK if they don’t, after all you aren’t the center of their universe.
Two important parts of this law
While being authentically you is probably the foundation of all three of these laws, there are some key parts of this third law.
Listen to your buyers
All this means, is paying attention to your buyers as in what they buy and why and how what they bought solves their problem. More often than not they told you how you saved their day, they may have done so obviously or very subtly, if you were listening you will have taken note. So, when you finished making that bracelet you are reminded of how those ear rings Daisy bought would make a stunning set. This brings us to the other important element.
Put the focus on them not you
By listening and taking note when Daisy joyously bought those ear rings because she couldn’t afford a full set ( code for I don’t need a set now) you kindly left the door open for her to complete the set when she could. Now, this is very important...she may or may not remember her disappointment at not being “able” to buy additional matching pieces, and as soon as she puts those ear rings on for an important occasion there’s a good chance she’ll be reminded of that disappointment.
If you have sent her a newsletter or talked about that new bracelet on your blog there is good chance she will buy it, there’s also a good chance she won’t. At the very least you’ve kept yourself and the goodness of your work in mind. More importantly, you did so not by offering her discounts or a free steak dinner, but by letting her know you are thinking of her.
It seems obvious...
As I said at the start this does seem obvious but most people hesitate here because they don’t want to be “pushy”. If this is a barrier to you just remember:
- They found you because they saw a match
- They want to own your stuff
- They need help in becoming happy owners of your stuff
Lastly...
Remember the last time a friend told you they were looking for that cool hat to match her coat and how happy you were when you accidently ran across one out shopping. Remember how you pulled out your cell phone and gave her a call to alert her of your find. That’s the state of mind we’re talking about here.
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- The First Immutable Law: find ability part II You must have clear paths that help potential buyers check you and your stuff out. That means, if you sell in multiple places don’t send...
- The Second Immutable Law: create true believers After you have your flag flying and folks are seeing it they have to know whether the flag is worth hunting down.…people won’t buy your...
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