Wouldn’t you like to get inside your prospects’ heads to find out what they really want to know about your products or services? It turns out that there are some fairly universal questions that are on most people’s minds when they read your marketing materials.
Now’s a good time to take a fresh look at your company’s sales literature (including your web site). If the questions posed in the article below aren’t being addressed, give me a call. It’s time for a rewrite!
|INSIDE THE MINDS OF YOUR PROSPECTS
When someone is looking at your marketing materials and deciding if they should call you, what might be running through their head?
Whether consciously or subconsciously, there are a few universal things that most of your prospects want to know. Here are two very important questions that your marketing materials must answer, and ways that you can make sure they do:
- Can I Trust and Rely on You? If you want people to fork over their hard-earned money to purchase your products or services, you must first build trust and establish credibility. People need to have confidence in you and your products. You can establish this by:
What’s in It for Me? How will your products or services simplify or improve my life, solve my problems or meet my needs? Speak to this unasked question by:
- Demonstrating your professionalism, including having well-written and professionally-designed materials. A website filled with errors, for example, does not build credibility.
- Providing testimonials. Don’t keep all that glowing praise from objective third parties to yourself.
- Making believable claims. Hype and puffery does not build trust. Yours might not be the “most incredible offer in the history of the planet.”
- Sharing your history. If your company has been successfully serving your market for many years, you must be doing something right.
- Focusing on the benefits of your product or service. As they say in sales, sell the sizzle, not the steak.
- Demonstrating the value of what you have to offer.
- Offering to do the “hard work” for your clients, and letting them take the credit (my ghost writing services are a great example of this).
- Making customers feel special in some way.
Successful marketing materials answer these questions, appealing to the reader’s needs and emotions to engage and sell.
CUSTOMER SPOTLIGHT: CLARK'S AUTO BODY EXPRESS
Clark's Auto Body Express is an independently owned and operated auto body shop. Clark's provides collision repairs, bringing autos back to their original pre-accident condition, as well as restorations, dent repair, auto painting, and more. Take a look at the tri-fold brochure that I wrote for Clark -- and learn why it's to your advantage to go to an independent shop versus one that is allied with the auto insurance companies.