How to Prevent Buyer’s Remorse & Boost Customer Loyalty

Have you ever felt ‘Buyer’s Remorse’… that awful tinge of guilt—or even worse, regret—the moment you’ve spent some money on something nice?

It’s probably responsible for more credit card charge-backs, refund requests and technical support issues than anything else.

So, how to prevent it?


In this article I’m going to explain how to setup an automated system that instantly kills buyer’s remorse.

Even better, it turns new customers into big paying clients, but more about that in a moment.

But first a quick note to all professional service providers who may think this doesn’t apply to them because they don’t sell ‘products’…

Are You a Professional Service Provider?

If so then I hope you’ve created one or more information products, like an online course?

If not you’re missing a huge opportunity for extra ‘side-hustle’ income—that could ultimately replace your main income.

I’ve created my own very detailed training course on how to do exactly that – and it’s FREE! Click here to access that now.

So that’s great!. You’ve got one or more information products or sell some kind of physical product(s) online.

Now all you have to do is drive tones of traffic to your website and watch the sales roll in, right?


If you’ve followed my blog for any length of time then you’ll know one of my preferred marketing tactics is to NOT try and sell your products to first-time visitors on your website.

If you do then you’ll realise that an extremely high percentage of your visitors will ‘bounce’ off your website without buying anything.

The same is true for professional service provider’s websites. If you provide a ‘premium service’ then it’s quite likely you’ll get very few enquiries from your website from first-time visitors.

That’s why I’m a massive fan of lead pages—which are in my opinion one of the most powerful kinds of web page any small business can implement today.

If you don’t know what a lead page is then I strongly recommend you find out asap, and implement them in your business as soon as possible.

Every day that passes without your a lead page in your marketing mix is another day of huge lost opportunity. Don’t delay setting one up.

For the purpose of this article I’ll assume you already have one or more lead pages, have set it up how I recommend, and are promoting it well.

That’s great because it means you’re are quickly growing a database of prospects and have an automated system to convert them into paying customers and clients.

Complete strangers are arriving on your website via your lead page, entering their name and email address and then automatically receive your autoresponder emails.

The emails in your autoresponder sequence should not only include the free information they requested, but also include sales messages offering them one or more of your products.

And in this simple way you significantly increase your sales.

And therein lies a new problem!

You obviously don’t want new customers to continue receiving the emails that are trying to sell them the product they just bought.

That’s only going to annoy them, and get them to unsubscribe from your emails — or worse, complain and ask for a refund!

So what do you do?

Well, the answer’s simple. You move them out of your series of emails for prospects and into an autoresponder sequence designed for new customers.

These kind of post-purchase sequences are called….

Stick Sequences

Now in case you’re worried, NO, a stick sequence does not mean you’re going to be repeatedly hitting your new customer over the head with a heavy blunt weapon!

Quite the opposite in fact.

Here’s my definition…

“A stick sequence is an additional marketing campaign aimed at retaining your new customer and offering them additional products and services.”

In a nutshell it’s a sequence of emails — and possibly other media including posted letters and maybe even customer service phone calls — which are designed to overcome Buyer’s Remorse.

Messages in your stick sequence can…

1. Thank them for their purchase.

2. Congratulate them for having made a ‘wise buying decision’.

3. Mention some of the results they can expect to achieve.

4. Give them access to help and guidance on how to use what they just bought.

5. Refer to the dozens (or hundreds or thousands) of existing, happy customers and the kind of results they’ve achieved.

6. Give them a link to additional free information that adds value to the sale.

7. Maybe even send them a physical gift.

8. Up-sell, cross-sell and cross-promote (more about this in a moment.)

For example, regarding this latter point, I received a really nice book from a company I had bought from, with a message along the lines of “Thanks for buying from us, here’s a free book that you may be interested in.”

That was a really nice touch.

Even though I already owned the book, I still appreciated the gesture, and it made me think very highly of the company who sent it.

It works for me too. My larger online training courses includes valuable unadvertised bonuses, which people get when they open the (virtual) box, and I get great comments about that.

Your own stick sequence may continue for a week or more, maybe even months depending on the size of the purchase, and could include any or all of the above.

Not only will it reduce (or perhaps even totally eliminate) refund requests or complaints and customer service issues, but it could also become a huge profit centre for you too.


Because as well as suppressing your new customer’s buyer’s remorse, your stick sequence can offer your new customer related products.

In other words, your stick sequence can include up-sells and cross-promotions, and the response to those can be excellent because your sales offer is being received by a customer — someone whose already bought from you before, rather than a prospect.

Existing customers are six or seven times more likely to buy from you than someone who has not bought from you yet.

Even better, the sales offers in your stick sequence can be laser-targeted.

For example when someone buys one of my paperback books, the sequence of emails that go out to them not only thanks them for their purchase, and gives them a link to download the digital version of the book, it also sends them messages offering one of my premium training programmes on the same topic as the book they bought.

In other words the offer I make in stick sequences is relevant to the lost cost item they just bought. That seems like an obvious thing to do—but it’s surprising how many online marketers start trying to sell random and totally unrelated products to first time customers!

Anyway, I hope this has given you some great ideas on how to use stick sequences?

I guess the next question is…

How to Create a Stick Sequence

This is where your email service comes in.

If you already pay for a monthly email marketing service then you’re good to go! It should have email autoresponder capability built in. (If not, I’d switch providers immediately!)

If you don’t yet pay for an online email marketing service, well, there are literally hundreds of services to choose from.

The one I use is called ConvertKit. It’s a super powerful online software which makes it dead easy to create Stick Sequences. (Click here for my full review.)

Critically though, it allows you to set things up so that the moment a prospect buys from you for the first time—and becomes a paying customer or client—they then automatically get moved into a Stick Sequence.

It’s incredibly powerful.


Hopefully from this article it’s fairly obvious what you need to do…

  1. Create a lead page to capture prospects
  2. Write an email sequence to nurture them into becoming a paying customer or client
  3. Write a Stick Sequence – using ideas from the list above
  4. Configure your email software to automatically move a prospect into your stick sequence the moment they buy something.

There’s quite a lot of work involved in those four steps. but always remember you can outsource the work, or get an online marketing consultant to guide you through the process.

It’s worth the effort because you’ll end up with a far more engaged and loyal tribe of paying customers and clients.

They’ll love your stick sequence… and your sales ledger will too!

Ed Rivis

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