In a recent post, I listed 54 Things Buyers Want More Of. But buyers also want less.

Sometimes buyers want less of some things in addition to more of other things. Other times buyers are only interested in less. (This is especially true of people who tend to be negatively-focused rather than positively-focused.)

So what does your company, product or service offer your customer less of? (Or “fewer of” as the case may be.) Here are 53 ideas:

1. Uncertainty
2. Hassle
3. Pain
4. Loss
5. Effort
6. Downtime
7. Paperwork
8. Criticism
9. Fear
10. Worry
11. Frustration
12. Rejection
13. Expense
14. Risk
15. Additives
16. Embarrassment
17. Maintenance
18. Side effects
19. Disappointment
20. Stress
21. Waiting
22. Shrinkage
23. Errors
24. Unwanted attention
25. Waste
26. Calories
27. Fat
28. Trans Fat
29. Sugar
30. Caffeine
31. Artificial ingredients
32. Guilt
33. Confusion
34. Loneliness
35. Theft
36. Wasted time
37. Pollution
38. Insecurity
39. Work
40. Delays
41. Failure
42. Boredom
43. Chaos
44. Headaches
45. Emissions
46. Interruptions
47. Trouble
48. Punishment
49. Distractions
50. Wrinkles
51. Bullying
52. Toxins
53. Discomfort

Use this list (as well as the list of what buyers want more of) as you create or revise your marketing materials or sales presentations. Determine which specific items your prospective customer wants less of in their life or business and how your product or service diminishes or eliminates them.

Do that and you’ll make more sales with less effort, frustration and rejection.
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What else do buyers want less of? Share your ideas in the comments section below!

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