|
Web Site Marketing
Strategies: Business Building Articles
Your Marketing Messages have to Sell or
Shopping Vs Selling The word "sell" makes most of us
nervous. For many of us, the thought of
becoming a "sales person" ranks right up there
with an IRS audit. The mere mention
of the word brings to mind images of sleazy
characters in cheap suits trying to peddle
everything from hair tonic to used cars. Most
of all, the word "sell" connotes pressure and
conflict. Being pressured to "buy" against
your will and fighting to hold on to your hard
earned cash.
Let's be honest.
No one ever wants to "buy" anything. Note:
Shopping is not BUYING. It's why your local
department store installs theft prevention
devices on the clothes they offer for sale.
Shopping is looking. Buying involves parting
with money. Money you've worked hard to earn.
While no one likes to part with their money,
everyone has problems they need to solve. If
the problem is pressing enough, people will be
more than willing to part with their hard
earned cash to solve it. For example, to avoid
going around naked and cold, you go to the
mall and buy clothing. We won't delve into
the deeply fascinating subject of other needs
we meet by shopping here.
The point is, your
visitors don't want to part with their hard
earned cash any more than you do. If they
could get what you're offering without parting
with their cash, they'd do it!
Your job is to
craft your marketing message to help potential
customers "see" how your services will solve
their most pressing problems.
As you create your marketing message, it's
tempting to talk about the things that are
important to you. The cold reality is no one
will purchases your product/services because of what
you think is important. Your clients will be
purchasing your product/services because of what they
believe you can do for them.
Your potential customers want to know whether
your product or service will provide real,
tangible and immediate benefit for them. They
want something. They're looking for solutions
to their problems. They're looking for a way
to meet their needs.
Your marketing message must tell potential clients how
your service will make their life better. Show
how you've helped other customers/clients solve their
problems or achieve their dreams. Convince
them that you can help solve their problems or
reach their goals, and they'll be hiring you.
Your marketing
message has
to sell. If your marketing message isn't
selling, pick up a copy of
Beyond the
Niche.
|
