Understand Your Buyer > How To Convert > The Diagnosis Only Effect
What is it?
The Diagnosis Only Effect is a way to engage potential clients by offering to check or diagnose their issues for a low cost or for free.
Why does it work?
It works because it plays on FOMO and Loss Aversion. If we think something is wrong or know something is wrong, we might be concerned that fixing it will be costly.
By offering a low-cost diagnosis the obligation to buy is removed and the buyer can safely pay for just the check over. The reality is that any remedial work discovered can then be quoted for and may lead to you selling the works whereas without a check you wouldn’t have had the opportunity.
How can you use it?
There are two ways to approach this.
Firstly you can offer a free diagnosis/check, but more often than not buyers are suspicious of anything that is free and are awaiting a hard sales pitch.
Secondly, you can create a low cost fixed price service which makes it clear you are only selling the check and that there is no obligation to buy more.
Example
Let’s say you run an SEO agency.
Instead of jumping straight into selling a full package, you use the Diagnosis Only Effect like this:
“Not sure why your website isn’t ranking? Book a full SEO health check for just £49. We’ll pinpoint the exact issues holding your site back – with zero obligation to fix them with us.”
This lowers the barrier to entry, removes pressure from the buyer, and positions you as helpful and honest. Once they see the results of your diagnosis, many will naturally ask you to handle the fix too.
See also
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