Imagine if I brought you into my home, I sat you in the living room... and said:
"Hey, Dean. I'm really happy you're here. If there's anything you want to eat or drink, there's lots of stuff in the fridge. Go ahead and help yourself.”
As I would say that, I’d sincerely hope you’d feel comfortable enough to do it. To go in my kitchen and fix yourself a drink… a tuna sandwich… or whatever you wanted.
And I’m sure if you brought me into your house… and you said the same thing… you, too, would sincerely mean it. And you’d want me to feel at home and be able to help myself.
But here’s the thing…
You and I would never go and help ourselves in somebody’s fridge. Even if the other person really means it. Because it’s awkward. And uncomfortable...
You see, we’ve been brought up to NOT impose on people. We don’t want anybody to go out of their way for us.
Even if I offered you a simple thing like coffee, you’d probably reply back, “Are you having one? I’ll have one if you’re having one. But don’t boil the kettle just for me.”
And so, if I brought you to my home and I really wanted to offer you something... and I really wanted you to take me up on that offer…
The best thing I could do is to go into the kitchen, take a freshly baked plate of cookies… and come right up to you and say, “Would you like a cookie?"
Now it would be very difficult for you NOT to take that cookie, wouldn’t it?
Because I’ve got the cookies right there. I’m standing in front of you with the plate of freshly baked cookies. It'd be awkward for you to refuse them.
I know, all of this sounds super exaggerated. But that’s exactly how most business owners operate…
Most business owners say things like, "If there's anything we can help you with, please feel free to reach out or email us. We're more than happy to help or answer any questions you have.”
We're more than happy to help or answer any questions you have.
Guess what? That’s just like saying, “Go help yourself in the fridge.”
And since we’re all wired the same way - not to impose on people - no human prospect really responds to that offer.
That’s why, if you want your conversion rates to go up, you need to make it easy for people to take the first step with you.
You do that by anticipating what would get your prospects started. What would be the easiest thing for them to do.
And then, you go bake those “cookies” in advance. You put them in your Super Signature. And offer them to your prospects at the end of every email that you send.
That’s how you increase your conversions - with freshly baked cookies ;)