First of all do you know your customers?
If your answer is yes, you could talk for 10 minutes about describing your typical customer.
If you are wondering how to articulate your answer, than the answer is probably no.
If so, no problem. We are here to solve this together, step by step.
Knowing your customers or prospects is essential, because it’s the starting point of your marketing and your communication.
Better Communication = Better Marketing = Higher Sales.
Unfortunately some businesses, set their communication on “sales mode” right from the beginning.
Meaning that if you read between the lines, their communication seems to say “Buy my product! Buy my product! I am the best! Look here and click here! Please!”.
Not a good way to start.
It’s like meeting an attractive woman in the street and say “ You are so beautiful! I really like you! Can I take you out on a date? We’ll get to know each other! I’m a good guy. I promise!”.
While this could actually work logically in a man’s mind, in the real word her response could be quite disappointing.
“Oh thank you, you are so sweet but sorry I have a boyfriend”.
Customers kind of act the same way. Men and women.
Selling “too much – too soon” is counterproductive. It creates “buyer’s resistance” instead of a natural rapport that leads to trust and mutual understanding.
Being on “sales mode” too soon does not pay in both human interactions and business.
Your prospects need to feel that you KNOW them first, that you really understand them, that they can trust you, that they can try something first with no risk.
How can you do that effectively and not be on “sales mode” too fast?
KNOW YOUR CUSTOMERS.
We go back to our initial question. Who are your customers? Are they mostly men or mostly women? What age range? Do they use the internet or they prefer traditional channels?
Most importantly, try to understand them in a deeper way than anybody else does.
Put yourself in their shoes.
If you would be them, what would you need? What would be your frustrations? Your fears? Your desires? What would be your biggest challenge? What outcome would you want?
When they know that you understand them, it is easier to communicate how your product or service can fulfill their inner emotions, and help them achieve the outcome that they desire.
The easiest way to find out these important issues is either by asking them or by remembering how you felt when (if) you were in their shoes.
Communicate with your prospects!
By mail, by phone or in person, observe them, be around them, listen to what terms they use when they talk, pay attention to what “language” they speak and then use it to communicate with them.
Use THEIR language, not yours.
If you could have a conversation with a prospect for 10 minutes to find out more about him/her and you could ask “WHY” at the end of every answer you would receive, you would soon realize that at we are all moved by the same things.
At the root of everything we do there’s always an EMOTION.
Humans are 80% emotion and 20 % logic.
People buy products and services to FEEL a certain way.
Let’s think about someone buying a smartphone.
It is just about buying a cellphone?
Probably not. It is also about the FEELING of being modern, futuristic, FEELING the enthusiasm and curiosity of discovering new apps. FEELING relaxed and safe because of all the features and the internet connection.
If you get lost somewhere, you are never lost with the maps you can find on the internet. The FEELING and the frustration that you felt when you had to find a new street or the fear and the anxiety to get lost, will never touch you again. In some countries a smartphone is also a sign of status.
We rarely just buy something for what is it. We buy also an emotional pleasure attached to it that make us FEEL a certain way.
And if you can communicate that you can understand the EMOTION at the root of their desire to your prospects you’ll definitely convert more of them into more customers.
Now let’s think about a weight loss program.
Most of weight loss programs sell way too fast their main feature and they come off as “boring – same as everything else on the market – and not easy to trust”.
“Use this fat burner and you’ll lose 25 pounds in 3 months. 100% money back guaranteed”.
Would you trust this product? Do you FEEL like the company that advertise it understands what you are going through and what you really want? Do you feel a connection? Do you FEEL that they understand what’s the EMOTION at the root of your motivation?
Would you buy this product?
But if I you would change the communication into something like:
“In my experience I tried many different diets. It was so difficult and frustrating. Most of them didn’t really work, others actually were ok and I lost some weight in the beginning, but then I got back to the same weight as before, sometimes I even gained weight.
It felt terrible.
Have you ever felt that frustration?
When you put so much effort on something and you get zero results?
I felt like giving up, maybe I had to start accepting the fact that I would have to deal with my overweight for the rest of my life.
All I wanted was to lose those 25 extra pounds I gained in the past 10 years, Being back in shape would make me feel much more confident about myself and eventually I could find a good guy and build a family. That’s really important for me. I want kids. I wanna be a mom.
How would you feel if your extra weight would be in the way of creating a family and your long term happiness?
How would you feel if your present results would be the same for the next 10 years?
Fortunately there’s a way to solve this.
3 months ago I tried this new natural product, I was a bit skeptical about it but …”
Do you see the difference? Did you FEEL a deeper connection? If you were a woman in her position, would you FEEL like you could relate to this? Did you FEEL understood as a human being?
Which type of communication do you think would get more results?
This type of communication is “softer”, is more indirect, is more human. Most of ads subtly communicate that they don’t sincerely care about you, that you are just a number and that they want to make money out of you. That’s all. They seem to not care about creating a connection with the customer at all.
If you are a woman and you are reading this. Who would you give more attention to: a man who gives you the impression that is just talking to you to get something out of it? Or someone that makes the effort to create a real connection with you and that is sincerely interested in you as a person?
You guess the answer. Big difference right?
The same thing happens in the business world.
People want to feel understood. And there are very few people out there that are willing to put an extra effort to understand people instead of trying to sell them something.
If you can be one of those people who can relate with your prospects you can place yourself out of the crowd and start making some serious changes in your business results.
Feeling understood will make people connect with you, trust you and ultimately buy from you.
Your life experience can be great to communicate to your prospects but I recommend that you be 100% honest and ethical about this. Making up stuff is just the demonstration that you need to find more effective ways to market your products or services.
And if you don’t have a personal life experience that allows you to communicate to your customers in a deeper way, I highly recommend you ask someone that has been through the experience you want to talk about.
I think it’s pretty clear at this point that if you plan your communication and marketing around your prospect’s emotions, sales will automatically increase.
In the end it is not about selling something.
It’s about connecting with a human being on a deeper level and present him a solution to a problem he/she was already looking for. So that the sales, takes care of itself, in a natural way. No pushing, no sales tricks.
Did you feel I was selling you something in the weight loss example?
I don’t think so. I was telling you a real life story and I was 100% honest about it, because I talked with many women with this issue and I know how they feel.
If it’s not your story, you can use someone else’s.
You can write something like:
“My friend Lisa has been struggling with her weight for a long time, I was talking to her the other day and she told that she tried so many diets and it was so difficult…”
Selling a product or a service is not about trying to sell something and hope people will buy it. It’s about understanding your prospects emotions, communicate that you know how they feel and present a way to solve their issues thanks to your product or service at a reasonable price.
Are you serious about your business and you want to take immediate action?
You can start now, by listing your customer’s:
3. Desired Outcomes
Are you thinking that this makes sense and it’s interesting…but that you will do it tomorrow.
Guess what…chances are that you’ll probably not do it tomorrow. Maybe next year. You know what I’m talking about right?
Don’t beat yourself up about it, it’s normal, it’s human.
“The more personal, the more universal”.
That means that the more you feel your emotion is just something about you, the more is actually felt from anybody else. You may feel a little less secial now that you know this but it’s great to communicate to other people on a deeper level.
We’ll talk about this in another topic but for now, if you want to start, try and FEEL what that person is going through. List the FEELINGS he/she is going through.
And then send your prospects list an e-mail asking those questions.
– “Do you feel constantly frustrated because you….”
– “Are you afraid that…. will be in your way of your long term happiness?”
– “How would you feel if you could solve this today?” Etc…
And then tell your story.
Finally, at the end of your e-mail present your product/service or a link to it.
Feel free to share this information on your social networks and contacts.
Sharing is Caring.
Alberto Dassi – Marketing and Communication Manager – Connature
If you feel you would benefit from a personal consultancy on this topic you can mail me at: firstname.lastname@example.org