As more businesses try to figure out how to deal with changes in buying habits, they find themselves in the tough spot of addressing the elephant in the room.

Fatigue.

B2C and B2B buyers are tired. Of what? Subscriptions. Fees. Messaging overload. The list is long, and people are shifting their priorities as they navigate this with fewer resources.

Sound familiar?

If you find yourself in this position, we have a few ideas to keep the conversation going with your customers and show them that your company empathizes with them.

Pay attention to the attention getters

Popups, reminders, and “Wait, don’t gos” on your website create an obstacle course for visitors. All of these distractions prevent them from moving down the path to purchase.

Every extra click increases the mental load on site visitors, leading to frustration and overwhelm, prompting potential customers to leave altogether.

What should you do? We recommend starting from the beginning and giving people what they want.

This means researching your audience so you can address what’s going on in their minds as they read your ads, website, and other content, to answer questions like:

• What does your product do to make my life easier?
• How much do I have to spend to get this result?
• Why do I need to buy this now instead of waiting?

By not burying the lead, it gives people the space to make decisions from a place of knowledge instead of overwhelm.

Remember that more is just “more”

When sales slump, you might feel like the solution is to go all in with more advertising. But the more you swing the hammer, the likelier you are to create a hole that’s harder to patch up.

If you flood potential buyers with non-targeted advertising, it signals to an already fatigued buyer that your company doesn’t know them. In turn, they’ll sigh and roll their eyes and dismiss any other communications coming from your business.

So, less is definitely more. If you’re serving customers with fewer, yet highly relevant and personalized ads, they are more likely to convert. Why? Because you know what motivates the person on the other side of the screen or page. As a result, your marketing designs and messaging will reflect this.

Lean on your trust signals

You’ve probably heard the phrase: “People buy from those they trust.” This is true, and in many cases, this trust comes from the brands they use every day. But to get to this point in the first place means sending signals that demonstrate how you provide value that ultimately improves their lives.

Customer testimonials, case studies, and reviews are useful tools to show prospective buyers what they can expect from your company.

These real experiences give people a glimpse into the challenges others faced in the story of how they chose your product(s). It’s also a great way to give potential customers the confidence that, should they part with their hard-earned money, it’ll be well worth it.

But there’s more you can do so people feel comfortable picking your business when so many others vie for their attention.

Backing up your claims with hard data can do a lot of heavy lifting in convincing skeptical buyers to make a purchase. The information you provide has to educate without overloading them.

We suggest doing this by using one or a combination of icons, graphics, color, or typography to highlight this data, providing visual cues that guide people to the most important information on the page. By focusing on these design elements, you can condense complex, dense information into a simplified visual format.

Identifying with your customers

Many buyers are feeling the pinch on multiple fronts, and they are exhausted by it all. As the market becomes increasingly strained, people are terrified of spending money on something that doesn’t solve their immediate problem. Their hesitation naturally puts pressure on you, your team, and, of course, the business.

Instead of giving them more ads, show them they’re not buying a product, but a solution. Every single marketing piece coming from your business has to remove the risk and prove your brand is one they can trust.

Partnering with a creative team that understands how to position your company as one customers can feel confident in buying from gives you an advantage over competitors struggling to do the same.