World Domination Wednesday
Customer Focused Sales Page
In the world of today’s marketing, there’s little room
for bright red fonts and tricky language.
Not only is it possible to write effective sales copy
without twisting the truth,
it’s essential to do so.
Customers today have been marketed to for years,
and they’re wise enough to recognize hype.
Selling isn’t about forcing a product down anybody’s throat.
As a salesperson or marketer, you need to demonstrate and educate. Your customer will choose your product if it’s truly right for them.
Demonstrating and educating means giving your customer all the information they need to understand what you’re selling, and all the details they personally need to know about it.
This should be the purpose of your sales process.
Marketing as Teaching
You may need to start by educating prospects about your general topic first.
If you’re selling health products, you’ll need to explain not just the benefits, but also how the products work to achieve their results.
For any type of technological products, unless your target market consists of technology experts,
you’ll need to assume your prospects have no prior knowledge.
Break difficult subjects into more easily digestible pieces to help them understand.
Make your site a go-to for information on everything related to the products you sell.
Show, Don’t Tell
It’s important to demonstrate as well as educate.
People believe what they see more than what they read.
It’s not enough to simply tell them what your product does.
A good way to do this is to create videos that show your products in use.
You can also produce videos that show the many different uses of your product, especially those that may not be obvious.
Two Sides to Every Story
In the past, marketers have downplayed or outright lied about the weaknesses of their products.
But as a marketer, you want your customer to make the right decision.
If they buy something from you that doesn’t suit their needs,
there’s a good chance they’ll return it, and
they won’t do business with you again.
They’re definitely not going to go and tell their friends about you.
The sale becomes a wasted opportunity, or even a
black mark against your name.
Present the advantages, as well as disadvantages, of your product.
This gives prospects a balanced picture and helps them make the right decision.
It also engenders trust.
If you’re willing to be honest with people about your products, it makes your customers more likely to do business with you.
This doesn’t mean that you have to present any disadvantages in a negative light.
When talking about the pros and cons of your product or service, you can discuss how the pros outweigh the cons.
Or you can explain the relative unimportance of any downsides based on your target audience’s needs
The key is to address any potential objections in advance so that people can decide whether the product, with all its features, will solve their problem or fill their need.
Ideas for Demonstrating and Educating
Make sure your website has information resource pages.
Try to anticipate the questions in your prospects’ minds, and answer them.
Aside from producing videos, other good ways to educate include eBooks, reports, webinars, newsletters, and blogs.
Use as many different media formats as possible.
Some people are more receptive to certain types of media than others.
Too Much Information?
There is no such thing as too much information.
The key is to present enough information to answer your prospects’ questions.
Create a wide variety of content to show your audience what your products can do.
Create additional content to demonstrate how your product solves simple problems related to your niche.
Customers have a variety of questions when they’re shopping, and your goal should be to create a one-stop resource for all of the answers they need to make a purchasing decision.
Many online marketers make basic mistakes because they simply fail to understand their customers.
If you can put yourself in your customers’ shoes, it’s easy to understand what they want and how to deliver it to them.
When you empathize with them, you can create a marketing message that resonates with them and shows that you’re a responsive business that cares about their customers.
Understanding What Your Customers Want
When you put yourself in your customers’ shoes, you quickly understand what they’re looking for.
If you’re a restaurant owner, imagine what you’d expect if you were looking for a meal.
You’d want the shop to be visible, clean, and friendly, and to offer something others don’t.
Each online niche has certain characteristics that its customers look for.
Don’t only think about what they want, but also what your customers don’t want. There is always risk involved in making purchases, especially when a customer chooses a new shop for the first time.
If you can imagine your customers’ fears and concerns, you can address them before your customers have a chance to worry or object.
Shut up and Listen
One of the biggest mistakes marketers can make is to assume.
In order to really understand your customers, you need hard data that they provide themselves.
Listen to customer feedback about your company, as well as the conversations they have online.
You can learn about people’s thoughts and feelings through blogs, blog comments, forum postings, and social media sites.
Even better, you can solicit the specific data you need by directly asking them to take a few minutes to give you feedback.
Online surveys are incredibly easy to conduct these days, and there are free tools, such as Survey Monkey, which make it a no-brainer.
Questions to Consider
Think about any company you deal with on a regular basis, and analyze your feelings about that company.
Then, try to discover why you feel that way. A few questions to ask yourself are:
What do you like or dislike about them?
What makes you want to go back and do business with them again?
Is their image friendly and professional?
Can you easily get what you want from them, and are interactions with them smooth and seamless?
What does the company do when you’re not satisfied with their products or services?
Through these questions, you can understand as a customer what makes a business’s service good or not.
In recent years, the Internet has changed the world of marketing. Marketers can no longer use the same techniques today that worked yesterday. The attitudes and behavior of your customer have changed, and to be successful you have to change with them.
Don’t Believe the Hype
Over the last few decades, consumers have endured a flood of sales and marketing material. They’ve been inundated with ads everywhere they turn, and each marketer tries to shout over the others for their attention. As a result, people have tuned out. They don’t believe in exaggerated language or hype anymore.
No More Used Car Salesmen
The online versions of used car salesmen have gotten a bad rap because of their hard-sell tactics. These tactics make them look like opportunists out to make a quick buck with little regard for their customers’ best interests. Consumers are no longer responsive to this approach. They’re smarter shoppers today, and they understand when they’re being manipulated.
Today’s Marketing Is about Relationships
The salespeople of the past saw a customer as a way to make a quick sale. The marketer of today needs to build relationships. The goal is for the customer to see you as a trusted friend and a valuable source of information. People want to feel like part of the brands they love, rather than just a number in a company’s marketing game.
The key to building relationships well is to focus on your customers’ needs. Listen closely to them and understand their problems and desires. You can then offer the products and services that customers are already actively seeking, rather than trying to convince them to buy products they never wanted in the first place.
The way savvy marketers reach their audience online today is through content marketing. Customers are looking online for information, and you can be there to provide it. You build your expertise by providing answers and become, in customers’ eyes, an authority in your niche. This engenders trust and builds relationships. The resulting sale is a natural outgrowth of the relationship. Prospective customers visit your site because they know you’re offering what they want.
Older marketing channels like television and print media went one way – from the marketer to the customer. Today’s communication goes both ways. It’s just as much about listening to your customers as talking, and in fact, probably more so.
Customers today are proactive in going out and finding what they want. Internet users aren’t passive like TV watchers. If you’ve listened well, you can create and provide them with the information they’re looking for, before anyone else.
Making It about Them
Today’s marketing is even more customer-focused than that of the past. It’s not enough for your website or marketing materials to boast about your company’s successes. Marketers have to emphasize tangible results their customers will get from the product or service and back them up with evidence supporting their claims. If you do your homework and know your target market well, it’s not hard at all to do this effectively. Offer what they need and invite them to join the dialog.
With so many business run online today,
the personal touch of doing business is sometimes lost in the mix.
Everyone is so accustomed to emailing, sending in support tickets or leaving messages on an automated system,
that you forget that there are real people running the business.
If you can identify with this, maybe it is time to add that personal feel to your business. When was the last time you actually talked to a customer or send them a thank you note? Sometime ago I guess.
One place to start is by adding an About Page to your website and including your photograph. This immediately allows people to start connecting with you.
Your about page doesn’t have to be long, but it should include a little about your background, both personal and professional. A photo of yourself or even one with your family or pet makes your site more human.
If you sell products online why not start adding something extra into your customer’s receipts. This could be a link to your Facebook page or Google+ page. Encourage them to connect with you there and let you know how they liked your products.
Go the Extra Mile
Getting your face and name in front of your customers is important for several reasons. You want to build a base of repeat customers, but you also want your customers to refer your business to their friends. One way to encourage this is by going that extra mile.
This could be sending out a physical thank you note in the mail. Or just remembering your customer’s birthdays and anniversaries. If you run a local business why not phone a customer just to say thanks?
Communicate with a Newsletter
Setting up a newsletter is another way you can connect with your customers. In addition to using this letter to inform your customers of new products and sales, you can use it in a different way.
Why not encourage your customers to send in photos of how they used your product or service. People just love to show off photos, and depending on your business, this could work extremely well for you.
Another advantage of this is that it provides you with content for your newsletter. You could set up a ‘Customer of the Week’ event and highlight one person each week or month.
Customers are Real People Too!
The main thing to remember is that your customers are real people and want to be treated as such. They want to know who you are and what you do, so why not give them what they want and expand your business in the process?