Evaluate Your Customers
We build trust and connection only by knowing our target audience. Get in your potential customer’s head. Ask questions. Listen to what potential clients need and want. Do online surveys and offer a give-away to generate a response. Evaluate the answers carefully.
Think of one specific customer and put yourself in his or her shoes. What does he or she need? What business problems are affecting cash flow? If you not understand and respond to the emotional pulse of your everyday customer, the rest of your efforts will be wasted energy.
Start Strong
Very few people sit around twiddling their thumbs, wishing they had more stuff to read, and additional items on their to-do list. Nobody has time to waste. Assume your client is busy. That’s why -whether you’re creating an ad, newsletter or website home page, you must lead with your strongest point. The most immediate obstacle to getting your copy read is to seize and capture the reader’s attention.
Push Benefits
Emotional appeal is important, but you also need to address logical concerns clearly. When your potential client comes across your materials, she needs to be able to clearly identify several potential benefits for your products or services, including these examples:
- It’s affordable.
- You get quick results.
- You cut costs by 25%.
Give examples
Two companies send a sales letter. One sends a business card and crosses his finger. The other adds a press release that quotes a client who said his businesses increased by 25%. Who gets the sale?
Once you’ve listed the benefits, back it up the way this Internet marketing guru did. “My personal wakeup call came when I met Aaron, who raked in over $600,000 a year, yet had plenty of time to pursue his real passion-racing motorcycles. After meeting Aaron, I visited his website and set my eyes on one of the ugliest web pages I’d ever seen. It was mostly text and ran on for miles. But I forced myself to read it-after all, the guy must have been doing something right to be pulling down the big bucks. Imagine my surprise when, halfway through that page, I started reaching for my wallet! I didn’t need what he was selling, but I wanted to buy it anyway!”
Honesty
“I can increase your online sales by 45% in a month.” Half-truths, lies, exaggerations – they are the same thing – a sure-fire way to make sure you never have a repeat customer. Do you think they won’t notice if your service doesn’t deliver? Even if you do well and increase sales by 40%, you won’t have kept your word and you’ve proven you can’t be trusted.
Related posts:
