She Believes You. She just Doesn’t Believe it’ll Work for Her.

What if the reason she isn't buying has absolutely nothing to do with whether or not she trusts you?

Because we spend so much of our time in marketing trying to prove ourselves, like, "Here are my credentials, here are my testimonies, here are my results." That is all important, so don't hear me wrong.

Or, you know, "Here's why my course is the best and it works for you.

Here's why my coaching works.

Here's why my service is different.

And yes, again, all of that matters.

But there comes a point where your buyer, she, already believes you.

She believes that you're good at what you do.

She trusts you.

She believes your offer works.

She's seen the results in your social proof and your testimonies.

She might have been following you for months.

She might have listened to every podcast episode or been on every one of your Instagram Lives, and she might have watched another woman get an incredible result from your $47 workshop, your $297 course, your service, your coaching program, and she believes in all of it.

But the person she doesn't believe in is herself.

And if you're still trying to solve that by proving you harder, you're solving the wrong problem Today I wanna talk about the belief that needs to happen inside of her before she buys.

Something like, "I believe this could work for someone like me." Because your proof can prove the offer, but your marketing has to prove her possibility as well.

Welcome back to "Why She Buys," the podcast for women who build businesses serving

moms, parents, families, and women.

I am Trish Ware.

You may know me as Labor Nurse Mama.

I'm a former labor and delivery nurse, a mom of seven.

You may know me again as Labor Nurse Mama, and I am also a mentor, coach, whatever you wanna call it.

Today, through my coaching, I work with women who have courses, coaching, services, products for mainly moms, but especially women who are not business owners.

They're consumers.

So you may not be selling coaching or high ticket.

You might be selling a $27 course or a $97 class or a 197 challenge or a birth course or sleep support or breastfeeding, lactation, coaching for hormones, photography, whatever.

But the point is, you sell to women who are going to use your product to impact their lives or their families or their precious babies, and whether you have a membership or a digital online program or a one-on-one service.

And I actually think this conversation really matters even more for us when we're selling lower ticket offers, 'cause my birth course is a lower ticket offer.

It's 297.

It doesn't, you know, a lot of times for these women who are making a purchase that is for their family and low ticket, we think, " Why would they hesitate?" But they do, because price isn't the only thing she's risking when she buys.

She's risking, like, disappointment in herself.

She's risking being the one who buys one more thing off the internet and doesn't use it.

She's risking proving something to herself that she really doesn't want to prove, and she might even be thinking again, like, "Maybe I'm the problem." Like, "I have these high hopes, and I think that I'm gonna do it, but I don't." And that changes the way you need to sell.

I want you to think about the woman who you've chatted with in the DMs.

Maybe she says something like, " I've been following you forever.

I love your content.

I love everything you do.

I'm obsessed.

This is exactly what I need." How many of you guys have had conversations like that in your DM?

I'm like raising my hand.

And the ones who are like, " I really thought about buying your course.

I've thought about joining.

I've seen your client results." You know, maybe they're not wording it like that, but they're saying things to you and you're sitting there thinking, " Okay. All right. Buy it already."

Like, I'm so glad.

Buy my course.

Buy my coaching services.

Like, girl, we agree.

You know you have the problem.

I have the answer, and you know I can help with the problem You even like me.

You said you love me.

You're obsessed with me.

I can see that you trust me.

You've seen my proof.

You've been here lurking.

What are we actually doing right now?

And then you drop your link or your price and she disappears, and we immediately start diagnosing that maybe it's a pricing problem or it's the offer itself, or, oh my gosh, maybe I need to add another module, or I should give her a discount.

Let me give her a discount because I like her so much, or a payment plan.

Or maybe I should tweak the sales page.

It's not good enough.

Or maybe I didn't explain the value, or maybe, maybe, maybe, maybe, and you change all these things Here's what I want you guys, if you're gonna cut out on me early, I want you to hear me.

You have to get curious because she's probably having another conversation in her head that you have no idea about.

You're having one in your head and you don't know what's going on.

Like she's looking at the testimony and thinking, "Yeah, but she's got it more together than I am," or, "She's already had a baby before," or, " Her baby's easier than mine.

I have four kids." The point is you don't know what is going on in her head.

Maybe she's thinking, " I don't know if I have time," or, "My husband's not supportive," or, "I'm working full-time and I, you know, like I don't have time for this," or, "I'm not working full-time and I, I don't know." And

All that comparison that she's having is overwhelming her and she's bouncing that's when proof gets really interesting, because you showed her evidence that your offer works, but she just used your evidence to prove why it won't work for her

that's a very different problem, and I think we miss this all the time.

In fact, I know we do.

Your buyer brings her history to the checkout page.

And just a side note, I have a terrible cold, but I am here, I'm doing the thing, talking with you guys.

Okay, so your, buyer is bringing history to the conversation, to the checkout page.

She's bringing everything she's ever purchased before, the course she bought and got through, you know, module two and quit, the gym membership that she stopped using.

She is bringing all of that to the table.

And so if you do not pause and get curious about her, not all your BFE, like all clumped in a ball, her as an individual, that is what it's like to create impact, because she's thinking about the parenting book, the membership, the course, the $27 download that she never opened and she can't remember how to find it 'cause she can't remember the person's name.

She is bringing all of that to the table.

So when you say, "This works," she may be thinking, " Oh, I absolutely believe that it works, but I don't think I work.

I'm not sure if I work." And that's why I want to stop reducing buying decisions to only things like, does she trust me?

Yes, trust matters, and I teach that through your micro experience.

Relationship is revenue.

I believe that with everything in me, and, and we need to do a podcast on that 'cause it's not just relationships with your buyers.

But there's another type of trust that happens inside a sale, and it's called self-trust.

Does she trust herself to use what you're giving her?

Does she trust herself to show up?

Does she believe she's capable of getting the result that you are saying you can get her?

Does she think she's too far behind?

I mean, how many of you guys have thought these things yourself?

How many times have you thought like, " I don't know if people like me can actually succeed?"

Because the answer to those questions can kill a sale even when she thinks you are incredibly amazing, and this applies whether you're selling a $27 offer or a $10,000 one.

Actually, let me say that again because I think this is so important for you to hear.

This isn't just a high ticket coaching thing.

I do both.

I have high ticket and I have low ticket.

A woman, a mom can hesitate over a $49 class because she is thinking, "Am I even going to watch this?" And I would even say that women who are buying something that, that impacts their lives that don't get a ROI, they're gonna hesitate even more.

A woman could hesitate to book a lactation consultant because she's thinking, " I don't even know if it's worth it.

My pediatrician said da, da, da.

My partner said da, da, da." She's hesitating to hire the photographer because she's thinking, " I won't look good in the pictures anyway," right?

So she is thinking about her, and this goes back to everything I say.

Yes, they care about us, but ultimately it's about them.

She can hesitate over a parenting workshop because she's thinking, " I've tried everything and nothing works.

Why would I get my hope up again?" So again, I'm gonna say it again and again.

Get curious.

Get curious because you need to find out what is going on in that pretty head.

Like what is she thinking?

Even though we're talking a lot of times about low-ticket offers, it's the same type of psychology.

She's not always thinking, "Can you help me?" Sometimes she's asking, " Can someone like me actually be helped?" And your marketing needs to answer that.

So now what do we do?

What do we do?

There are three places I want you to look at.

The first is your proof.

We're gonna dive into your proof.

We love those big, juicy testimonials.

Of course we do.

We all do she, like, started breastfeeding her twins again after not being able to do it for two months.

Or if you're, if you're selling, you know, B2B, she made 100K this month, or her baby slept 12 hours straight.

She completely transformed her, you know, organization, her home.

Great.

That is great.

Keep those.

Those are fantastic.

But don't only show the, the woman standing on the top of the mountain.

You need to show the other testimonies.

Show the nitty-gritty.

Show the woman who thought she couldn't climb it, and maybe it doesn't look as big of a win, but to this woman who's doubting herself, you tell her where this person started, tell her what this person was afraid of, tell what she already tried before she came to you, and why she almost didn't buy.

That's objection handling 101.

If you work with business owners, you know, tell me she had 312 followers before she started working with you.

She never sold her digital product.

She bought three courses and hadn't made her money back.

Then show the journey of how you worked together.

If it's lactation, how did you work together?

Share, like, this is why we survey everyone coming into the birth class.

We ask them, " What were you feeling before you bought the birth class?" We ask them, "How did you find us?

What is the thing keeping you up at night right now?

What have you been struggling with?" And then at the end of the course, we ask them, " How do you feel now compared to when you started? What is the one thing that you're like, 'Yes, this is amazing?'" Because these women are finding themselves in the before and the after, and that really matters because social proof isn't powerful just because the result is impressive.

It's powerful because the buyer recognizes herself inside of it.

Now, the second thing I want you to do is shrink the first win.

There is a huge part of why I believe so deeply in live micro-experiences.

We ask these random strangers on the internet to believe these big, gigantic things.

Whatever it is that you're teaching or whatever, you can transform your relationship with your toddler.

I mean, hello.

I've had a few toddlers that it's difficult, right?

You can have a confident birth.

You can become you know, whatever.

I'm not feeling well, so my brain is not working as well today.

But you have these beautiful outcomes, and they're also very far away when somebody doesn't believe in herself yet.

So instead of requiring her to believe the entire transformation outcome Hawaii, let's give her smaller wins, give her something she can prove to herself right now, and this is why I love the micro-experience.

Give her one decision, one conversation, one thing, okay?

One small baby win, one shift One thing she suddenly understands that she didn't understand yesterday

Because something changes when she stops listening to you tell her what's possible and she experiences herself doing something she didn't think she could do.

That's why a micro experience is so freaking powerful.

She gets to experience you.

She gets to see the other women in the room.

She's in the room with these other women who are like her, and a micro-experience doesn't just prove that you know what you're talking about.

It gives them, you know, the moment where you think, "Oh, I can actually do this. This is different." Information gives her knowledge, but information does not make sales.

Experience gives her evidence, and that does something so much more magical, especially when you combine that with stories.

And evidence builds self-belief.

The third thing is the way you're talking about the result.

So I see so much marketing that jumps immediately to the giant future.

You know, whatever it is, whatever you're selling, peaceful motherhood, restored relationship, confidence, whatever.

Whatever it is that you're selling, like going to that huge, big picture, but without showing them that you're going to have these other wins along the way.

And yes, we want to paint the future, but show me the bridge.

Show me the bridge.

And this is what I teach my clients inside of the mastermind, inside of Content Mastery Mastermind and She Rises.

Show me what this looks like for the woman who's standing where I am right now today.

Because big outcomes create desire, and of course we want that.

Believable next steps create movement.

You don't need your buyer to believe she can conquer the entire mountain today.

You wanna give her a pathway.

This is why I teach my clients, and I, I really truly believe in a framework.

You need her to know that you have the path for her, and that you can help her take the next step.

And the next step doesn't have to be a giant leap, but you're gonna help her take this step, the next step.

And this is where this gets personal for me, because while I've been thinking so deeply about why she buys, I've also been building this event in Nashville, which I'm literally… You guys, I am doing this so scared.

So if you come to me and you're like, "Trish, I don't know what to do," like, "I'm scared," girl, I get it.

Originally, we were calling the event Why She Buys Live.

It made perfect sense.

That's the podcast.

That's a huge part of my body of work.

Understanding the woman on the other side of the sale has become one of the things I'm very passionate about and I'm known for.

Why she buys, that, that is my jam.

Why she hesitates, also my jam.

Why she lurks, why she trusts, why she chooses you and says yes.

Those are all so important and they all matter.

But as I started actually building the room, we got the venue, we're, we're talking to the speakers, we're planning activations and so many things for you, something inside of me kept bothering me.

The event is not only about her, it's also about you and me, because there are two women in every business I work with.

There's the woman you're trying to impact and there's the woman who has to believe she can build the business big enough to impact herself, and that's you.

And you can understand your buyer perfectly, but if you don't trust yourself enough to make a decision, if you don't trust yourself enough to decide, and you keep second-guessing everything, your offer, your landing page.. I have a client right now that I'm like, "We're doing a deadline.

You keep tweaking.

We're not doing that." If you're afraid to say the bigger dream out loud, if you keep waiting for someone else to tell you that you're ready, knowing why she buys is not enough.

And that realization changed the event.

It changed everything for me.

Can you guys believe that is coming?

In Nashville.

And this isn't going to be one of those business events where you sit in a ballroom getting pitched for eight hours and fill up a notebook with, you know, all this stuff that you're never gonna use and go home completely emotionally ramped up but overwhelmed.

That is not how I roll.

I want a room full of women who are building businesses that impact the lives of moms, parents, family, and women.

Women with courses, women with services, women with products, women with coaching, women who impact

We're gonna have women who have huge audiences, small audiences, women who have just been sitting on a dream of doing something but not doing it, women who are making amazing money, and women who have not made a stinking dollar, and women who know there's so much more possible than what they're currently creating.

And yes, I'll be there.

I'm gonna be teaching.

You're gonna leave with exactly how I have built two seven-figure businesses.

So there's gonna be strategy, and you'll get some of what we do inside my mastermind, but there will also be activations.

We're gonna have other speakers coming alongside you.

We're gonna have a collaboration wall where you can go and you can post something you need and something you have to give.

Real conversations are gonna be in that room, and opportunities to make decisions in the room instead of writing, " Figure this out later," in your notebook.

The other speakers are coming into the room, women you're going to meet who understand what it feels like to be cringe on the internet, that they're doctors and nurses and therapists and photographers all coming in, building something around you where your normal people in your real life are like, "Uh, what is this?"

But in this room, you can say things like, "I wanna make a ton of freaking money," without feeling bad about it, because that's what I want you leaving with.

Like, my dreams are possible.

Not just information.

Of course, I'm gonna send you out with action steps to take.

I want you leaving with evidence.

I want you leaving with action steps, and I want you to leave with evidence that the thing you keep imagining isn't a pipe dream.

If this girl, a labor nurse, mom of seven, can do it, you can do it.

And I believe that you belong in this room, and you're going to have evidence that it's time to make the decision, evidence that you're not done I want you walking out of Nashville thinking big, huge thoughts, and I want you saying, "I'm doing this, and I am not gonna quit."

And that is your impact era.

You can read all about the details, and you can get your ticket at trishwearcoaching.com/impact, of course.

And I think this is also probably the right place to tell you something else, because being true to myself, which you know this is how I roll, the podcast name is also changing.

And I'm not telling you the new name today because I'm still sitting with exactly what I want this next chapter to be called as I evolve.

But the more the body of work grows, the more I know that "Why She Buys" isn't quite big enough anymore, because yes, we're gonna keep talking about content and lead magnets and micro-experience and buyer psychology.

Buyer psychology is definitely not going anywhere, 'cause I am obsessed with understanding what makes people move and trust and decide and buy.

But I also want to talk more about you and what's going on inside of your head.

I wanna talk about the women who are building impactful businesses, the decisions you need to make, your identity, your impact, your family, and how do you balance that?

Some of you are still in practice.

How do you balance that?

And what happens when you stop trying to just get customers and start building the company that I know you're capable of building?

We're becoming more together, and I want the podcast name to hold all of that.

So if you have an idea for me, shoot me a DM.

I am Trish Ware on Instagram.

And watch for that change, because for now, we're still here and we're still asking why she buys, and that's not going anywhere.

We're just starting to ask a bigger question too

Who do you have to become to build something worthy of the impact you know you're here to make?

So here's what I want you to take away today.

The next time you're looking at your offer and you're thinking, " Why aren't they buying?

I, I know this works.

They know this works." I want you to stop, and I want you to get curious.

Yes, maybe she does know it works, but maybe it's something inside of her that's going on.

So I want you to get curious, ask questions, say, "Tell me more." Ask different questions.

Ask her point blank, Do you believe this will work for you?" Also, look at your testimonials.

Can she find herself in the before?

Are you showing different layers of testimonials from the very beginning, the baby steps to the big, big Hawaii wins?

Look at the first step you're asking her to take.

Are you showing that in your grid, in your substack, in your blog, in your podcast?

Look at your content.

Like really look at it.

Are you only proving your authority or are you building her belief in her own possibility?

Because your proof proves the offer.

Your marketing has to show her her possibility.

Okay, you guys, thank you so much for being here today, and thank you for being patient with me on this journey.

I always say that you can do it messy.

It's okay.

Perfection disrupts connection, and so I'm showing that with you right now.

I'm changing names, right?

I made changes to my live event even though I've rented the venue and I've gotten the, catering and all the things.

But I want you to remember that you can do it messy too.

So hit subscribe, leave a review.

Please do me a favor.

I know you guys.

You guys send me these DMs and say, " Oh my gosh, I binge listen to all your podcasts."

Leave a review and say that.

Please do a girl a favor.

And as always, I will see you again next Friday.

Bye for now.