3 Ways To Get And Keep Your Prospect’s Attention
Many small business owners have perfected solutions to problems that plague their customers. However, without a good marketing strategy it is difficult to attract the attention of a prospect, or maintain it, when they do start listening to you.
Marketing promotions are therefore rendered worthless in terms of real revenue results. Following are 3 ways to get and keep your prospect’s attention.
First – Don’t Talk Too Much About Yourself
While most prospects want to know something about the person or small business from which they make purchases, they care more about themselves. If your message deals only in facts about your company, people will be turned off and you will lose sales leads.
Self-serving messages filled with “we”, “our” or “our company” make people feel as if you are only interested in how you can benefit from them rather than how they can benefit from your products or services. Consumers aren’t looking for your life story. Instead, they want products and services that make their own lives easier and that meet their needs.
Making better use of words like “you”, “you’re” and “your” will capture the attention of prospects and create greater numbers of web leads. You can incorporate them into your marketing messages by creating content that sounds more like you are having a conversation with them rather than writing an essay.
With so many ways for marketers to get word of their products and services in front of consumers these days, it is even more important that you do something to make your own efforts stand apart from all the rest. People are bombarded each day with messages on social media, direct mail, email advertisements, and phone calls asking them to buy something. It is in your best interests to make all your efforts count by using the most up to date methods.
Some time ago Yale University conducted a study intended to determine the best way to turn uninterested shoppers into satisfied customers. After compiling the results, they found that there are 12 words that have the power of persuasion.
#1 Persuasive Word is…’You’
The number one persuasive word happens to be “you”. The others include; money, safety, safe, new, health, save, results, love, proven, guarantee and discovery. So, what can you do to make these words work for you? Use them in meaningful ways throughout the copy you create for your marketing efforts.
Reading through a recent blog post by Meg Prater at HubSpot, 18 Empathy Statements That Put Your Prospect at Ease, makes this point perfectly. It also shows how important it is to focus your attention on your prospect with words like ‘you’ and ‘your.’
Second – Understand Your Prospect’s Problems
It is impossible to write effective copy until you know something about the problems your potential customers are facing. That means conducting market research to get a clear picture of what keeps the audience you are targeting from sleeping well at night. You must overcome their indifference to you if you want to reach them. And you do that by treating them like friends.
You want to get to know them and learn about their most pressing concerns, what they need and their emotions. You also need to know how you can help them deal with these things. If you haven’t done so already, consider developing a questionnaire.
With the information that you gain, you can then create content that speaks directly to their concerns. Since you are taking your lead from your prospect’s concerns, you will also be writing messages about what is already on their minds.
Another strategy that has been used successfully is getting information from visitors to your website, by way of surveys. Most marketers use their websites as well as other mediums to build a list of web leads. Surveys allow you to ask subscribers questions that reveal the issues of importance to them as they relate to your products or services. You can then address common frustrations through marketing efforts.
Third – Give Prospects Exceptional Value
The amount of value that you give to your customers is in your hands, but if you want them to return to make additional purchases or recommend your business to others, give them exceptional value for the money they spend with you.
Great products and services is one thing but, adding value should also include educating your audience about how they can benefit from what you have to offer. Always be generous when sharing your knowledge whether it’s in your marketing materials or in conversations that you have with them.
Every time you share your insights, you are establishing your authority on the subject. You are also building trust in your brand and we all know that people are more likely to buy from people they like and trust. Developing exceptional value has a lot to do with the type of content you share with your prospect. It doesn’t have to be a hard or expensive process either. Here are a few tips on how to do it on a budget.
Trust – Prospect Ave., Is A Two Way Street
Now, not everyone is comfortable sharing their knowledge for free. Some small business owners feel that if they give too much information away, prospects will learn to solve their own problems. Resist the temptation to fall for this ideology. Trust your future customers with your information as-much-as you want them to trust you with theirs!
You see, everyone does things differently and this affects the eventual outcome. It’s like sharing a recipe with others. Although it calls for specific measurements and techniques, not everyone will follow it exactly and the flavors will not be the same.
The people you reach with your products or services don’t share the same experiences as you. While you might include exact instructions for them to follow, most will not do so correctly or even desire to try solving their problems on their own. Chances are, what you do for them requires a lot of work, that they may soon realize is well worth paying you to do.
Once you have established yourself as an authority, consumers will be looking to you for advice. Be prepared to make realistic recommendations. This requires a good understanding of what your audience is looking for. Remember the research we talked about before? It will come in handy here.
Know Your Product
You should know your product better than anyone else, and with your track record and experience, clients will expect you to recommend products that will improve their lives. Don’t miss that. This is WHY you are doing whatever it is you do, to improve your customer’s lives is some fashion.
It’s difficult getting appointments, making presentations and closing sales with prospects. And doing so requires that you stand out from the competition. The three steps above will help you take your success to a whole new level but, you have to use them first. Now, go out there and make some good things happen for your customers, prospects and yourself.