3 ways Anticipatory Anxiety is Impacting your Consumers (and how to fix it!)
What the heck is “Anticipatory Anxiety”?
"The fear and/or dread of an upcoming experience."
Your clients aren't dreading seeing you, but they may be worried about the unknowns of the experience.
As a brand, it's important to think about how you're helping your consumers understand what you offer.
Keep reading to learn 3 WAYS ANTICIPATORY ANXIETY IS IMPACTING YOUR CONSUMERS AND HOW YOU CAN FIX IT!!
The Problem:
ANTICIPATORY ANXIETY KEEPS PEOPLE FROM REACHING OUT
Wondering why you're not getting more inquiries?
One explanation may be that your online presence doesn't give enough insight into what you offer.
Words can only go so far when it comes to explaining your services.
Showing consumers what they can expect before they book a service with you can give them the nudge they need to confidently and safely reach out.
THE FIX:
BEHIND-THE-SCENES BRAND PHOTOGRAPHY
Sharing the behind-the-scenes of your service makes a huge difference in the level of trust consumers can immediately place in you, your brand, and your offer.
This is especially true in industries where your clients never actually get to see you perform the service. This is HUGE for estheticians!
The Problem:
ANTICIPATORY ANXIETY KEEPS PEOPLE FROM COMPLETING THEIR PURCHASE
Getting more abandoned card notifications than you'd prefer?
One explanation is that your consumers aren't getting enough information about how your products are created.
People want to know how a product is created, how sustainable your materials are, and the ethical processes you have in place.
THE FIX:
SHARE YOUR PRODUCT CREATION
Behind-the-scenes brand photography is the perfect way to showcase how you create your products, as well as the materials used and the place where it all comes together!
Highlight each step of your process and quickly educate your consumers on how you create your products, and the attention to detail built into each step of the process.
BONUS - This approach also gives you the opportunity to showcase the hidden values of your product that support a higher price point.
The Problem:
ANTICIPATORY ANXIETY PUTS UNNEEDED STRESS ON YOUR IDEAL CONSUMERS
Have you ever booked an appointment and then researched heavily on how to get there? Where to park? What door to go in? What if your space isn't a standalone building?
There are a lot of questions that pop up for consumers that can cause unnecessary stress on your consumers.
It's your job to answer those questions before they ever arise!
THE FIX:
SHOW OFF YOUR SPACE
Offering a wide view of your location can ease anticipatory anxiety simply by easing the fear of the unknown.
Pull back the curtain and let consumers see how other clients have experienced your services. Seeing what your studio looks like and the vibe you've created can do wonders for easing anxiety by letting them feel like have all the information going into their appointment.
An added bonus? It forces you to make sure your services and client experience are consistent!
Interested in working together?
Reach out to start planning your brand photography session!
