Do you wonder if your marketing is bringing you as many clicks, calls or customers as it should be? Experts use five time-tested tactics, and they will work for your business, too. We’ve talked about the first two tactics already. You can catch up on my first installment about knowing your customer and the second about writing winning headlines.
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Engage emotions to drive decisions.
People do things for one of two reasons: either to avoid pain, or to seek pleasure; to get rid of a problem, or to get ahead. These emotions are behind everything we do. As one great marketing pundit puts it ‘Emotions drive the train.’
Although customers might want to know a lot about you and what you offer, they’ll never get to that stage if they don’t believe you understand their pain, or recognize their aspirations. This is equally true for selling to professionals and other businesses as for consumers.
What does this mean for your marketing? You tell your audience you can solve their problem or help them achieve their goal first, before anything else. If you’re a restaurant, maybe you feature your romantic dining experience for customers who want an intimate dinner date. If you own a fitness studio, maybe you lead by promising that customers can look better and feel better in as little as one month. You do this before you talk about how long you’ve been in business or any other facts that are needed only after a prospect is interested in what you offer.
Present yourself from the customer’s viewpoint. In one case the appeal is to romance; in the other it is to avoiding looking and feeling out of shape. The possible approaches are limited only by your creativity. Avoid starting out the conversation by talking about your business and how well respected or established you are. Save it for later.
Use your customer research.
The first rule of effective marketing is to know your customer. Again, you can catch up on my first installment about knowing your customer.
Think about the different ways you can either help someone solve a problem, or help them towards their innermost desire. Those ideas will form the core of your most effective campaigns. Feature them on your web page, print ads, emails and everywhere.
by Christine Kelly – CEO & Queen Bee – Viral Solutions LLC