At a certain point, the decision to buy or not comes down to trust.
That's the thought that ran through my mind last week when I decided to buy a fairly high end training course. RIght before I clicked the purchase button I could feel my hesitation and all the fears running through my head:
"This is going to be a rip off, this isn't going to be worth it, you're wasting time."
I also realized the irony of this situation. I train people (artists) on how to do something (market their work) and I'm certainly not the cheapest guy available. So I know, for a fact, that these sorts of things can be worth the money.
And yet, I was still nervous.
What got me over that feeling was that I trusted the person making me the offer.
No trust. No purchase.
Trust building is a key distinction between selling art and marketing art. Selling is about explaining features and benefits of the thing. Marketing is about telling a story, building a connection and establishing trust.
How do you build trust? I find it useful to devote time and effort to explaining the artistic process. My hope is that the more they see it the more they will trust in the end outcome.
But there are a lot of other ways to do it.
Your website, your email and your customer service are all ways to create and increase trust. It's vital that you do that, because . . .
No trust. No sell.