You may know that you have an excellent product or service, but your potential customers don’t. So how can you show them – and persuade them – that you are a step above your competitors?
Tell me a story
Your potential customers aren’t interested in your product. They’re interested in the experience it gives them, or the solution it provides to a problem they have – your marketing should reflect that. Describe how it feels to use your product, or the difference it could make if it solves a long-standing problem.
Look at car adverts, for example. The specifications are important, but they’re not what are going to make you remember a certain brand or model. Marketing for cars focuses on the driving experience, or how comfortable it is for a long road trip, not how large the engine capacity is or whether it takes diesel or petrol.
That’s not to say specifications aren’t important, but they’re secondary; a customer will start looking at them only if they’re already interested in the product or service. Start with a story, and back it up with the credentials afterwards.
Audience is everything
Before even thinking about an effective strategy to sell your products or services, you need to consider your audience. What do they do, what do they need and why? How, when and where do they buy? Look at key trends within your target market, and adapt your marketing plan to match it.
Once you get into the heads of your target audience, you can adapt your selling points accordingly. Remember that car advert? If you wanted to target young families, you could highlight the vehicle’s safety features, but if you’re wanting to attract young professionals, you’re more likely to focus on how stylish it is.
Why you?
So, you’ve told a story that is perfectly aimed at your audience and you’ve backed it up with high-end specifications. Chances are, though, you won’t be the first person providing the same services and products as you do. Don’t ignore your competitors, because your potential customers won’t! You need to focus on your Unique Selling Proposition (USP), or what makes you stand out from the crowd. What do you offer that your competitors don’t? Make sure this is clear; it could be the one thing that turns a browser into a customer.
And of course, make sure your products and services are presented beautifully on a professional-looking website. Go Sitebuilder offers a 14-day free trial and has specially designed ecommerce features – try them out today!
