Dear Entrepreneur: Are you Confusing “Buy in” with “Buy Now”?

Your “buy now” should address a real and present need, desire, or question that your customers are already thinking about:

What are customers Googling today?
What do they discuss with colleagues or friends?
What would they like to be easier, more convenient, less expensive, or more effective?

When to Use “Buy in” and “Buy Now”

Use “buy in” when you’re building a community for your movement or when you need to get your customer base excited about an idea. You can achieve this in company blog posts, online videos, emails between launches or at the beginning of a launch cycle when you’re actively trying to garner attention.

Use “buy now” when you’re writing sales copy or calls to action. Use it in content towards the end of a launch cycle to prove your product or service can deliver results. Use it as you develop new products and services.

Your business needs a healthy dose of both–“buy in” and “buy now”–to get the results you want: more impact and more sales.

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Photo: Tara Gentile