The good news is that great marketers are not born, they are made. Marketing is a very teachable skill and one that you can easily learn with some time, practice, and dedication. The following six key tenets should guide you in converting your prospects into customers.
Simply put, your prospects will choose to become your customers based on:
1. Their Experiences With You
Your prospects will judge your worthiness based on how you make them feel. This includes how well you communicate, your content “depth,” your website’s quality and much more. Your prospects will also be more likely to engage in “conversations” with you when you allow them to interact in ways they prefer (i.e some may resonate with a blog post while others are more engaged by video or audio content).
2. Your product or service benefits.
There are two basic reasons why people purchase anything – to increase pleasure (e.g. glowing health, freedom, popularity) or decrease pain (e.g. stress, financial problems, poor health). Therefore, focus on your product or service’s most compelling benefits as you communicate with your target audience – then, make sure you deliver on your promises. Be specific.
3. Your trustworthiness and reputation.
Protect your good name and do everything in your power to ensure that your customers, prospects, friends, employees, and colleagues view you as a person of value. Keep in mind that your credibility, plausibility, and truthfulness will also win you far more customers than exaggerated claims and over-the-top promises.
Great reputations are among the biggest assets businesspeople have… even though they are one of the hardest things to build and one of the quickest things to destroy.
4. The value they receive.
Although most consumers are price-conscious, the vast majority do not consider price alone when making their buying decisions. Rather, they consider value: the difference between what something costs and its worth to the buyer. What does value look like in the social media world? Answer: great content, expert advice and personal connections.
5. Make transactions easy, safe, and secure.
People are more likely to hand over their money when they perceive the risk as minimal. It’s best to reassure potential customers with robust guarantees, a solid privacy policy, and secure payment procedures.
6. How well you articulate their most pressing concerns.
To market effectively you must get into your prospects’ heads. Listen carefully (and social media forums and blogs make this very easy) to your target audiences’ expressed opinions and feelings – particularly as they relate to your products or services – and be sure to address them directly. Research the marketplace to discover new trends and golden opportunities that you can leverage to benefit your business.
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Mitch,
#6 in your post is my favorite. Many people try to skip this step because it takes time and effort, but it really is so important. Social media definitely makes your job easier. Twitter, forums and blogs can help you to see what your target audience is asking, answering and reading.
Your third point, “Keep in mind that your credibility, plausibility, and truthfulness will also win you far more customers than exaggerated claims and over-the-top promises” is so true. I was working on editing a letter the other day of a new company that claimed to be the preeminent company in their line of business in the world. I made the point that when you make claims like that, which are obviously untrue, you risk losing the trust of the reader for the legitimate points you make later in the letter.
Point #3 is the biggest one in my mind – and add that you keep your commitments, and watch your value soar. So often the emphasis is on getting the client and then what?! If you see that you can’t keep your promise (which is possible, sometimes common – especially around deadlines), be willing to come forward and let the client know. What’s so hard about that?
I like # 1 “Their experiences with you”
This simple 4 word may seems something easy, but it is infact something hardest to achieve. In terms of marketing your product, USP is important. However, if we are unable to server our existing client well, they will not trust us anymore and they will tell their friend not to “trust” us as well.
If you serve your client nicely, they will help you do all the marketing at no cost.
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