What You Do Has Nothing to Do With How You Sell It
What is your occupation?
In today’s global environment where knowledge and ideas takes precedent before anything else, this question is not an easy one to answer. If you are a small business owner who writes books, speaks at seminars, organizes events, and acts as a consultant for a company, what will your answer be when you are asked about your occupation? Answering with a simple “I’m an author” or “I’m a businessman” simply won’t do. You will come off as boring, uninteresting, and even uncreative.
In business, the concept is the same. If your business sells blenders, don’t just say outline the features of the blenders. Catch your audience attention and make them interested. Your target audience likely knows about it already. What you do has nothing to do with how you sell the product. No one really wants to learn more about your business. People want to know what your business can do for them. There is a huge difference between these two.
A great marketing message tells prospects how your business can change their life for the better. This makes them become interested. Your business will shine like a beacon in their eyes once they understand the benefits you can provide them.
Don’t Commit the “Best” Mistake
So you believe you’re the best in the industry. You should tell your customers about it, right? Wrong! No one wants to hear it. In almost any line of business, all companies are claiming to be the best, the highest quality, the most affordable, etc. Telling people about how good you are will not change anything. You will simply be wasting good marketing money.
People identify with businesses that pay attention to them. They demonstrate the simple human need to have someone who listens and someone who will solve their problems. The consumers need and want to hear about how your business can solve their problems. Direct your attention to the needs of your customers instead of focusing on the greatness of your company.
Trigger Emotional Responses
The best marketing message are those the directly pierce the heart. With the right words, you can stir feelings that go beyond your product or service. Your brand image can invoke the feelings of reassurance, happiness, confidence, wealth, or envy.
Think about some popular slogans:
Avis – We Try Harder
BMW – The Ultimate Driving Machine
Nike – Just Do It
These types of messages speak to the consumer. They feel confident when they drive a BMW because they are driving the “ultimate machine” and are therefore the envy of their friends. They feel athletic when they are wearing Nike shoes because the brand tells them to “just do it”.
So ask yourself, does your brand invoke emotional responses from consumers? If it doesn’t, it’s time to do something about it.
Related posts:
Leave your response!