Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> Buyers Are Scared. Here’s How You Can Help

Written by: Vickie Sullivan  |  April 11, 2023

Buyers Are Scared. Here’s How You Can Help

Buyers are scared
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Buyers are scared. Inflation, industry layoffs, and financial unrest have caused them to buy less. Many are even hunkering down, not making any purchases until this economic storm ends.

During turbulent times like these, your customers want assurances that things will be OK. They’re looking for hope, according to a study published by MarketingProfs.

You can provide that through your content marketing. When you do, you assuage their fears, show empathy, and make it clear you will be there for them when they are ready to buy again.

2 Ways to Put Buyers at Ease with Your Content

Here are two ways to adjust your content to lessen your buyers’ fears:

• Be extra handy. Now is not the time to rehash your customers’ challenges and problems. During volatile times, folks either don’t know what to do or don’t know how to implement solutions. Instead, provide content that helps customers make decisions or outlines next best steps. Doing so helps you stand out.

• Be compassionate. Not only must your content evolve, but so must your tone. As the study notes, humor is on the decline. Assurance and inspiration are back in. So, replace inside jokes to “we’ll get through this” encouragement.


Listen: What Fearful Buyers Don’t Want to Hear   


Fear is an interesting filter. It can distort how buyers receive your message and cause them to assume intentions you never considered. Now is the time to adjust not only what you say but how you say it.


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