The other kind of person that is important to your business is your customer. Without customers, you have no business. So let’s spend some time thinking about them.
First up, be aware that they do not share your priorities. They are looking for things like value for money, good service, and quality goods. This is important for a many reasons, perhaps the most important one is: they have the money and the choice of where to spend it. It is that choice that makes their priorities the most important priorities for your business.
You see, if you can tap into those priorities, if you can demonstrate that you too consider these things to be most important then the customer is more likely to buy from you.
So how do you do that? It starts by talking to the customer in a language that they understand. Here are some ideas for your next promotion.
What potential clients understand best is: they have a problem and they are looking for a solution. Their problem may be that they need a new product, or they need a service. For example they need a new appliance, some food, a new car or they need a plumber, a doctor or an accountant. Have you noticed when you are looking for something you need that your senses go into overdrive? You become aware of the slightest indication that someone might have a solution? You are immediately focused on what the other person is talking about? Your customers are the same.
That means that at the beginning of every sales conversation you must tell them about their Problem. Take a sentence or two to tell them about the problems of cooking with a broken appliance, the challenge of getting the kids to school in an unreliable car, or the problems that might happen if their tax were to be prepared by an ineffective accountant.
Let’s explore that a little – have you ever made a purchase because something was unusual, or unique only to find that you discover half a dozen of the same thing on the way home? Those people didn’t just buy the same thing today, you were simply unaware of them until now. This is explained in the article about your RAS.
If you have identified your market correctly, and you are speaking their language then they will be listening – just like you were when your RAS drew your attention to those things on the way home. Human Beings are designed to filter out the clutter and focus on what is important to them – this is also why you hear your name said in a normal tine, even if it is the other side of a crowded room. By describing their problem in their language you will have their undivided attention, and they will want to know the rest of your story.
The next step is to make them your Promise. “I can fix that”. Tell them, again in a sentence or two, about how you can solve their problem. If you have correctly identified their problem, described it in language they understand and now made this promise attractive and believable, they will be keen to read the rest of your promotional piece. And that’s just what you want them to do! The first goal your advertising pieces must achieve is make the potential customer want to know the rest of your story.
Some marketers create long, repetitive and boring adverts, and settle for the reader scanning to the bottom and filling in the enquiry form at the end. That is a person who wants to try. You want the person to want to buy. This process achieves that.
You already know the first two steps: describe their problem in words they understand, and make a compelling promise. The first is designed to produce the response “You got that right!” and the second produces “If that’s true, I want some of that”.
The third step is where you tell your story. Not a made up tale, this is the Proof that you can do what you claimed. The first two sections can be quite short. This section may be as long as it takes to tell your story. However, it will only work if it is succinct, interesting to read (or listen to, or watch depending upon the technology you used), keeps moving and has no unnecessary repetition.
The fourth step is to introduce the price in such a way that it represents great value for money and doing business with you is as easy as can be. Then you include your ‘call to action’. That can be your order form, it can be your information request, it is whatever you had in mind as the outcome when you sat down to create the campaign.
If you have done your work correctly, you have someone who knows that you share their pain, is keen to listen to what you are saying, has accepted your proof, believes that your price offers good value for money, and has found that taking the next step is really easy. And that means your profits just went up.
Can you see that by concentrating on the client and their needs you have automatically generated a profit? By combining the best people in the right roles inside your business and looking at things from your customer’s perspective you have made your business good to do business with? That means that you have taken a step away from competing on price, and that’s good for your profit margin.Tags: Accountant, advertising, Broken Appliance, clients, customers, Half A Dozen, Kids School, marketing, Money, New Appliance, New Car, Overdrive, Plumber, Priorities, profit, Quality Goods, Senses, Unreliable Car