Master THIS To Get More Customers (Masterclass 1/5)
Summary
TLDRDans cette vidéo passionnante, Christo expose les cinq éléments clés essentiels pour développer une entreprise de freelance, en mettant l'accent sur la compréhension de la psychologie d'achat, de la vente, des tarifs, des offres irrésistibles et du marketing d'attraction. Il souligne l'importance de se concentrer sur une niche de marché précise et de comprendre les besoins et les motivations des clients pour offrir des solutions précises et efficaces, conduisant ainsi à un business plus prospère et à une expérience client satisfaisante.
Takeaways
- 🚀 Comprendre la psychologie d'achat est essentielle pour développer son entreprise de freelance, surtout si vous êtes créatif.
- 🤔 La difficulté à vendre aux autres est souvent due à notre manque de compréhension sur les motivations d'achat et les objectifs de vie des clients.
- 🌐 Les marques existent car, dans l'histoire humaine, nous avons eu peu de choix et avons survécu en se concentrant sur la subsistance.
- 🛒 Le choix est un élément clé dans nos achats modernes, car il nous permet de nous différencier et d'adhérer à des groupes sociaux.
- 🎯 Chaque client est motivé par quelque chose qu'il veut atteindre, il existe une tension entre sa réalité actuelle et celle qu'il souhaite atteindre.
- 💡 Pour réussir, il est important de réduire la douleur du client et d'augmenter le gain en offrant un pont entre sa réalité actuelle et son futur souhaité.
- 🎯 Restez concentré sur un marché spécifique pour prédire mieux ce que les clients veulent et ont besoin.
- 🚫 Ne pas servir un marché trop large, car cela rend les choses plus claires pour vous et plus prévisibles pour vos clients.
- 🤔 Surmonter la croyance limitante selon laquelle 'si je ne sers pas beaucoup de gens, je ne vais pas gagner beaucoup d'argent'.
- 📈 Concentrez-vous sur la simplification et la spécialisation pour améliorer l'efficacité et la scalabilité de votre entreprise.
- 💬 La psychologie des ventes est le deuxième élément clé essentiel mentionné dans le script, qui doit être compris pour une croissance réussie.
Q & A
Quelle est la principale difficulté que les personnes rencontrent lorsqu'elles vendent à d'autres personnes ?
-La principale difficulté est qu'elles ne comprennent pas vraiment pourquoi les gens achètent, ce qui les motive et ce qu'ils cherchent à réaliser dans leur vie. La plupart des gens sont motivés par des choses différentes et cela peut causer des problèmes de vente.
Pourquoi les marques existent-elles selon Christo ?
-Les marques existent parce qu'il y a un concept relativement moderne que les humains se sont développés et qu'ils ont eu suffisamment de ressources pour avoir le choix. Cela a conduit à la création de marques qui représentent les croyances, les valeurs, les préférences et les goûts des individus.
Qu'est-ce que la psychologie de l'achat selon Christo ?
-La psychologie de l'achat est la compréhension des raisons pour lesquelles les gens achètent, ce qui les motive, ce qu'ils cherchent à accomplir dans leur vie et comment cela influence leurs décisions d'achat. Elle aide à comprendre que les gens achètent non seulement des produits, mais aussi因为他们想成为某种人的一部分。
Quel est le rôle de la compréhension de la psychologie de l'achat pour un freelance créatif ?
-La compréhension de la psychologie de l'achat permet aux freelances de mieux cibler leur audience, de prévoir leurs besoins et de proposer des solutions qui répondent à leurs problèmes spécifiques. Cela rendra leur entreprise plus attrayante pour les clients et facilitera la vente.
Pourquoi est-il important pour un freelance de se concentrer sur une niche de marché spécifique ?
-Se concentrer sur une niche de marché spécifique permet d'avoir une compréhension approfondie des besoins et des désirs de cette audience. Cela rendra le freelance plus capable de résoudre les problèmes de son audience et de proposer des solutions de haute qualité, ce qui augmentera sa réussite et son chiffre d'affaires.
Comment un freelance peut-il surmonter la croyance limitante qu'il doit servir beaucoup de gens pour gagner beaucoup d'argent ?
-Un freelance peut surmonter cette croyance en se concentrant sur la qualité des services qu'il offre et en travaillant avec une audience spécifique. En offrant des solutions de grande valeur à un groupe restreint, il peut augmenter son revenu et son satisfaction dans son travail.
Quel est l'avantage de bien comprendre son audience cible ?
-La compréhension de son audience cible permet au freelance de réduire les distractions, de se concentrer son énergie sur des solutions spécifiques et de répondre aux besoins précis de ses clients. Cela rendra ses efforts de marketing et de vente plus efficaces.
Qu'est-ce que la psychologie des ventes et qu'est-ce que cela signifie pour un freelance ?
-La psychologie des ventes est la compréhension des processus mentaux et émotionnels impliqués dans le processus d'achat. Pour un freelance, cela signifie comprendre comment influencer ces processus pour aider les clients à prendre des décisions d'achat et ainsi augmenter ses ventes.
Comment un freelance peut-il améliorer sa compréhension de la psychologie de l'achat ?
-Un freelance peut améliorer sa compréhension en étudiant les comportements d'achat, en effectuant des recherches sur son audience cible et en utilisant des techniques de segmentation de marché pour mieux comprendre les besoins et les motivations de ses clients.
Quels sont les avantages de se concentrer sur une niche de marché plutôt que de viser un marché large ?
-Les avantages incluent une meilleure compréhension des besoins de l'audience cible, la capacité de créer des offres personnalisées et irrésistibles, une augmentation de la loyauté de la clientèle et une réduction de la concurrence directe.
Comment la psychologie de l'achat peut-elle aider un freelance à créer des offres irrésistibles ?
-En comprenant les motivations et les besoins de l'audience cible, un freelance peut concevoir des offres qui répondent directement à ces besoins, créant ainsi une perception de valeur élevée et augmentant les chances de conversion en ventes.
Outlines
🚀 Développement de l'entreprise freelance - Comprendre la psychologie de l'achat
Dans ce paragraphe, l'accent est mis sur la psychologie de l'achat en tant qu'élément clé de la croissance d'un freelance, en particulier pour les créatifs. Il est expliqué que beaucoup de gens ont du mal à vendre因为他们不理解为什么人们购买,他们的动机是什么,他们在生活中想要实现什么。 Les entreprises ont commencé à comprendre cela au cours des 100 dernières années, et l'accent est mis sur la nécessité de se concentrer sur une niche de marché spécifique plutôt que de viser un grand public. Cela permet de mieux comprendre les besoins et les problèmes de son audience cible et ainsi fournir des solutions plus efficaces.
🎯 Trouver et résoudre les problèmes - La psychologie des ventes
Ce paragraphe discute la psychologie des ventes et souligne l'importance de comprendre les problèmes que votre audience cible cherche à résoudre. Il est mentionné que trop souvent, les entreprises se concentrent sur la résolution de problèmes sans chercher à comprendre le marché et les besoins de leur audience. Il est recommandé de se concentrer sur une niche de marché spécifique pour mieux comprendre et prédire les besoins et les problèmes de son audience cible. L'auteur partage son expérience personnelle en tant que freelance et la difficulté de se concentrer sur une niche spécifique, mais il insiste sur les avantages à long terme de cette stratégie.
💡 Simplifier pour grandir - La psychologie de l'achat et la vente
Dans ce paragraphe, l'auteur partage son expérience de transition d'une entreprise de production vidéo à une agence de marketing de contenu vidéo. Il souligne les défis opérationnels et la complexité liée à la diversification de services. Il met en évidence le fait que la simplification et la concentration sur une niche spécifique sont essentielles pour la croissance et l'expansion de l'entreprise. Il est également question de l'importance de poser les bonnes questions pour comprendre les besoins précis de son audience cible, ce qui permet de fournir des solutions plus ciblées et efficaces.
Mindmap
Keywords
💡Psychologie de l'achat
💡Psychologie de la vente
💡Psychologie des prix
💡Offre irrésistible
💡Marketing d'attraction
💡Réduction de la douleur
💡Augmentation du gain
💡Focalisation
💡Identité de marque
💡Choix
Highlights
The discussion revolves around five core essentials for growing a freelance business, particularly for creatives.
The first core essential is 'buying psychology', which is about understanding why people buy and what motivates them.
People are often motivated by different things, and understanding these motivations can improve sales.
The concept of brands has emerged as a relatively modern phenomenon due to increased choices and wealth.
When people buy something, it says something about who they are, their beliefs, values, preferences, and taste.
The second core essential is 'sales psychology', which involves understanding the customer's perspective and needs.
Freelancers should focus on reducing pain and increasing gain for their customers to bridge the gap between their current and desired reality.
It's important for businesses to narrow down their target market to better understand and serve their customers.
By focusing on a specific audience, businesses can predict what their customers want and need.
The concept of 'focus' is about concentrating energy and resources into one area to achieve success.
A clear and specific brief allows for focused creativity and better outcomes in design and other fields.
The power of focus is likened to a laser, where concentrated energy can have a significant impact.
The third core essential is 'pricing psychology', though not detailed in the transcript, it suggests understanding the value customers place on products and services.
The fourth core essential is 'irresistible offer', which implies creating offers that are too good for customers to pass up.
The fifth core essential is 'attraction marketing', which likely involves drawing in customers through compelling and relevant marketing strategies.
Understanding buying psychology can lead to better sales approaches and customer satisfaction.
The importance of focusing on a niche market is emphasized for freelancers to maximize their business potential.
Transcripts
yo what's up you beautiful people in
this video I'm going to be doing a deep
dive with the one and only Christo about
what he believes to be the five core
Essentials that you must Master to grow
your freelance business especially if
you're creative so you want to stick
around for that let's jump right into it
just to contextualize a little bit more
of the discussion so people can follow
along you've kind of titled these five
core Essentials which is what's going to
be discussed throughout the video and
I'll list the top five the five and then
we'll talk about each one individually
the first one is buying psychology the
second one is sales psychology third is
pricing psychology four is irresistible
offer and number five is attraction
marketing many of these terms may be
interchangeable in our sphere or in
business so let's start with the first
one buying psychology what is it and
what do you exactly mean when you say
this is a core essential to Growing your
create a creative freelance business
what is buying psychology well a lot of
people have a problem selling to other
people probably the reason why they have
a hard time selling to other people is
because they don't really understand why
people buy what motivates them what
they're trying to achieve in their life
they think it's about receiving a
service and paying a price for it
they're missing the entire Point most of
us are motivated by different things now
I think it's a relatively modern concept
that Brands exist and the reason why is
because for a very long period of time
in human history we barely had enough
our main focus was on Survival so we
didn't have a lot of choices if there
was food to eat we would eat it and we
would eat as much as we could because we
didn't know when our next meal was going
to come so fast forward into the 20th
century now we have industrialized
farming and we are increasingly becoming
wealthier as individuals the median
income and the ability to acquire food
is a lot easier and mass-produced goods
and so now we have a thing called choice
so this is where it gets really
fascinating and so now when we can
choose multiple options there's many
alternatives to what it is that you buy
we start to ask ourselves why do I
prefer one pair of shoes over another
they both will cover my feet they'll get
me from point A to point B but there's
got to be more here and so companies
started to figure this out and this has
been probably the last 100 years that
this has been going on maybe a little
bit longer than that I would say in the
last 50 years this has really come to a
head because all you have to do is go
and search on Amazon type in the word
brand and you're gonna see probably
hundreds if not thousands of books with
the word branded it somewhere so what is
it that we're doing well why do we pay
more for something when a cheaper
alternative exists why do we do that are
we crazy what is happening is when we
buy something it says something about
who we are our beliefs our values our
preference our taste but it's allowing
us to join a tribe of other people who
buy the same brand and we see each other
like we get it oh you're that kind of
driver you're an Audi driver you're a
Porsche driver you're a Mercedes person
so we're signaling to others with the
symbols that we put on our body the
things that we get into and drive and
the things that we wear around our neck
are I I wear our our jewelry all those
things signal somebody else this is who
I am so we're searching for meaning and
we're trying to form our identities and
so when we start to understand that we
might sell a little bit differently what
I'm saying is what you think you know
about what motivates people is probably
wrong and when you start to understand
what motivates people how they buy why
they buy looking at it from the
customer's point of view it'll give you
an entirely different Insight I'm
curious when we understand buying
psychology the way I understand it is
there's two sections there's the
internal you and your business and the
external which is the customer and you
said a lot about why are we motivated to
buy that's on the customer side I'm
curious if I'm a freelancer right now
listening and I'm trying to improve my
business to attract that customer to be
motivated to me what is one thing that I
could focus on whether that's enhancing
or improving or studying to make sure
that I'm a more appealing business to
that buyer and that buyer psychology
yeah there's a very simple fundamental
concept that you need to understand that
user experience designers have
understood for a long time now which is
each person is motivated to achieve
something so they exist in their care
reality and they're trying to get to
their desired reality or their desired
future State there's some tension
there's a barrier there's a gap between
where they are and where they want to be
when you start to understand that then
you start to feel their pain and what
what motivates them again so you want to
reduce the pain and you want to increase
the gain and if you provide a bridge
between their current reality and their
desired reality it will do really well
the problem is that many businesses just
think about what it is they want to do
and they don't really understand the
market at all they're really good at
problem solving not great at problem
finding or seeking any solution isn't
good or bad it depends on the problem
the person's seeking it and this is
what's really important to understand so
ask yourself who is it that I'm trying
to serve and the first step I would say
is try not to serve such a big and Broad
Market you need to narrow it down and it
feels very counter-intuitive to say like
so to get more business I have to reduce
the possible customers that will buy
from me and the answer is emphatically
yes you must do that because it must be
clear in your mind who this person is
and the clearer you are the more likely
you could predict what it is that they
want what it is that they need what
motivates them where they're feeling a
lot of pain and resistance and where
they're going to get a lot of joy and
fulfillment when you understand that the
solutions start to become a lot easier
we got to train our mind to look for
problems two things here number one I
thought I was the rapper you said reduce
the pain increase the gain that's just
right that's fine reduce the pain
increase the gain by knowing your
audience specifically very well and then
finding the problem that you can best
solve I'm gonna take a rabbit hole here
because I already know that the
listeners are probably fuming at
something you said because even early on
in my career when I first started being
mentored by you this concept of making
your audience smaller as a
multi-hyphenate makes me just pissed off
and I understand the importance of it
the less people that I can serve the
bigger the problem I can solve for them
and the more clear I am in presenting
myself what can a person that's
listening right now do to overcome this
like limiting belief belief of like I'm
not gonna make a lot of money if I don't
serve a lot of people I have a simple
response to that if you're watching this
if you're listening to this somewhere it
means that you want to improve your
business you want to work less and make
more money and spend more time with
family and the kids if you have some and
if it's working for you you probably
would not be listening you'd probably be
where I'm at which is teaching so if
it's working don't change anything a lot
of people get upset at me because
they're like no Chris you don't know
what you're talking about I'm like well
what evidence do you have that what
you're talking about works and all you
have to do is look at your balance sheet
you got to look at your progress the
team that you have and the amount of joy
you have in your life now if everything
is going great you don't need to change
I say that seriously I'm not trying to
like throw any shade on anyone for the
rest of the people who are like you know
what I've hit a certain plateau in my
business I did two hundred thousand
dollars last year in the five years
before that and in fact our profit is
shrinking because my costs are going
higher what is happening Chris okay I'll
give you some simple analogs for you to
see if you you can follow the logic
sorry to interrupt if you're enjoying
this video I just want to let you know
I'll be leaving some information about
an upcoming European Workshop tour in
the description below go check that out
because I'll share this and so much more
I try to be very evidence-based on my
thinking so there's this gut that tells
us what to feel and oftentimes we
mistake that gut feeling as like logical
evidence-based thinking critical
thinking if you will let's just say
you're trying to help me out and you're
an executive assistant a highly paid one
and I say go to the store and get me
something to eat and yeah cool you run
in there and then you start to realize
there are too many options salad bar
Soup Bar a rotisserie chicken steak you
don't know if I'm vegan or dairy and you
think maybe let's grab some snacks and
then you walk down just the aisle with
water and there's 45 different kinds of
water alkaline neutral Smart Water it's
just too many different types and now
you're exhausted you're like oh my God
it's my first day on the job I'm gonna
get fired and why is that and this could
have been avoided had you just stopped
instead of running into the store like
most people do and saying to me me Chris
what is it that you're in the mood for
are you on a diet are there any
allergies or any preferences for food
are you on a calorie restriction is this
just for now or for later does this need
to be refrigerated what is going on tell
me some of your preferences tell me some
of things that you just cannot have
because it's going to send your body
into shock quite literally so we start
to understand this and if I start to get
very specific with you what happens is
you're reducing the kinds of things
you're going to explore and you're going
to be able to narrow it in really quick
I might say to you I'm looking for
something fresh something very light I
need more greens and fiber in my diet
with a little bit of clean protein and
now you know you can eliminate 99 of the
store and go straight to probably the
salad bar and put something together for
me you can see that right and even in
the salad bar if it's a good one there's
a lot of options out there okay so we
understand this now and I used to do
this with my students I used to say in
in my storyboarding class class go out
there and get a leaf for me and we're
going to draw a leaf and then we'll just
run out and then where you guys going
what if the leaf I want you to a draw
doesn't even grow in California what are
you doing so the Instinct the Instinct
and I think this if we're to find fault
is a byproduct of the education system
that most of us grow up in which is
rewarded for answers were not rewarded
for questions whoever raises their hands
first gets the gold star moves up in the
class sits closer to the teacher even
gets a little note Little Johnny or Mary
participated was first to volunteer I
love this good job and look at who gets
punished teacher I'm not clear about the
instructions teacher why do we do this
what is going on here can you explain a
little bit more I don't have time for
that right now it's a great question but
you know the class is over an hour we
got to get through this so over time
we're attuning our mind and our thinking
to give answers really fast and that's a
problem I hope that makes sense Mo it
does and it's it's flaring up just if I
can share something that you've had to
almost pound into my brain over the past
four years which and I'll use the
acronym that you I think you develop for
Focus but like follow one course until
successful I remember the first three
years of the the business my shiny
object syndrome as I got you know
exposed to you of like oh I like
branding oh I like graphic design oh I
like logo design I was originally a
video production company and now we're a
video content marketing company so
similar Niche just a different way of
executing on it but I remember just the
challenges even operationally as a
business outside of just your ideal
audience person of just every time you
jump you're almost having to create new
processes and systems on how to do this
one thing so this argument of not being
focused even inside of your business
creates complexity and I don't know who
coin is but like Simplicity scales fancy
fails right this ability to really know
who you're talking to and being able to
go to that supermarket and be like
here's what they need and here's the
problem that I solve makes a lot of
sense it took me way too long so I'm
excited for those that are listening to
maybe like don't fight the fight Chris
always tells me just do what I say and
do it with faith and full belief not the
best at it admittedly so be better than
me if you're listening right now and I'm
starting to realize Chris that these
maybe they're not linear but they seem
to follow into each other so you started
talking about the process in which
you're having to ask somebody a question
once you know who you serve and the
problems you're trying to find and solve
which I think leads us pretty smoothly
into sales psychology which you touched
on a little bit so what is sales
psychology what do you mean when you say
that term this is the second core
essential yeah before we go in there Mo
I want to do a couple different things
one I want to credit who I heard it from
who didn't invent it either but the
person who said focus is follow one
course until success is Aaron Peterson
and he told me that I think six or seven
years ago when we first hung out and
it's it's a great way to remember the
word Focus but focus is about limiting
distractions it's about concentrating
your energy your power your mind into
one little thing I don't know about you
Mo but when I was a kid I was like
marveled that a piece of glass can set
fire like it can create a fire literally
by harnessing the power of the sun my
young mind could not understand it back
then my adult mind can understand now so
I'm standing out in the sun but I'm not
catching on fire but under a piece of
glass that looks just like every other
piece of glass for some reason I can
torch an ant if I wanted to or I can
burn a leaf or a piece of paper and
quite literally set it on fire so we
take the power to sun which is very
powerful and we concentrate the light
energy that is transmitted to us on a
daily basis and we focus literally quite
focused that power the light into one
small surface area and by doing that
we're able to start a fire and so in
Alan dibs book he said a thousand watt
light bulb will illuminate a room that's
a very bright light but a thousand watt
laser will punch a hole through steel so
this is the power of Focus right and
something that I've learned in in my
life is that whenever I get an open
creative brief which we all dream of
having where the client says do whatever
you want until you actually start to do
whatever you want because then there's a
myriad of options and you're like oh wow
I'll do something photographic
illustrative something modern or
something classical maybe modern classic
is what I want and you wind up spinning
your wheels and it's very stress
inducing versus a client says I want a
clean modern design that's not
figurative I just want it to be purely
type based and my favorite typeface is
helvetica and let's only use three
colors and you might first hear that
like this is terrible there's too many
parameters what if I wanted to use cast
on or some other typeface in fact as a
designer having such a clear brief
allows me to focus my energy and explore
things that fit those parameters and
allow me to play and most people who
teach design understand this a great
brief requires checklists and parameters
what it must do and what it should be
within too many checklists and it
becomes stifling two open parameters and
we don't know what to do and everybody
comes up with something wacky and
different so it's a combination of that
Dr Holtzman who I hired periodically to
consult me to teach better said it's
like a parabolic lens all the energy
that goes in gets redirected back out in
one general direction and so this is the
power of focus we can predict what
people want we can write copy we can
choose the right tone of voice and speak
about the right benefits to the person
versus like trying to figure out what
everybody wants so good
foreign
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