Think about this.
If enough people believed that your product or service was the perfect, most cost-effective solution to their problem you would have such a stampede of people wanting to buy from you that you couldn’t keep up.
If that isn’t the case for you right now and you are still looking for more clients, then the conclusion must be that not enough people have that belief.
What if your marketing could change that, so that you could create a stampede of new clients? (It can).
In the marketing and sales continuum, each element has a purpose. Marketing’s purpose is to bring you sales opportunities, the purpose of selling is to assist clients to make a commitment. If marketing is weak, you get weak enquiries, where you have to do all the heavy lifting in the sales process.
If your marketing is effective, and helps people move further along the buyer’s journey, the selling part requires less effort and less convincing.
I believe that the purpose of marketing really is to change people’s beliefs so that they see your offer as the perfect solution.
Imagine how much easier your sales process would be if your clients had that belief when they made an enquiry.
If your marketing does not do this, then you struggle to get enough quality enquiries and you have to do a lot more convincing in your sales meetings.
I have found that there are five specific beliefs you need to address in your marketing so that your potential clients’ beliefs align to see you as the perfect solution. If you adequately address these beliefs in your marketing, you can create a stampede of clients who are ready to buy.
1. Your needs are so important to me that it is my purpose in life to help people like you.
Have you clarified and defined your business mission?
Having a clearly defined mission, or purpose, for your business makes it so much easier to communicate that message to your customers. Your mission should clearly state what you are aiming to achieve for the benefit of your customers. That is the reason you are in the business you are in and the reason behind your actions when you go to work each day.
Your entire focus is on producing a product or service that people need. Make sure you can clearly state what that purpose is and communicate that message to your customers in your marketing and advertising. Without that alignment, any statement you make about your intention will meet with scepticism and all the claims you make about how great you or your service are, will fall on deaf ears.
When your mission resonates with them, they will believe in your purpose and trust your intention towards them.
2. Our solution is unique.
When you are purpose driven to meet the specific needs of your ideal clients, you can develop a unique solution that meets their specific needs in a way that no one else can match. This solution is unique to you. They won’t be able to get it from any of your competitors.
Have you defined a USP (Unique Selling Proposition) for your business? If you don’t have anything that differentiates you from your competitors, you can’t provide your customers any reason to come to you specifically. No USP means you are locked into competing on price. No one wins in a price war. Reducing margins will erode your profits. Developing a USP will help you show your customers why your solution is the perfect match for them and why your competitors can’t provide the best solution.
3. You will be delighted by the value of our solution.
Further to the uniqueness of your solution, you need to communicate to your customers that they will receive a value that will be more than the cost of purchase, as well as a value that will be better than if they buy from your competitors.
People don’t buy on price. If this were that case, we would all be driving a Suzuki or Daihatsu or similar. The fact that people do buy luxury saloon cars or flashy sports cars should be enough to convince you that people buy on a value that is determined by their unique tastes and needs. To be able to communicate the unique value you offer, you need to be clear about what that value is.
Just telling your customers that you have great quality and good service won’t cut it. Everybody says that.
You need to be much more specific about the benefits of your products and services and spell out to your customers exactly what value they will receive from you.
People don’t want to know so much about the technical features of your product, they want to know how your product will make their life easier or more enjoyable. They want to know not just that you will solve their problem, but how much better off they will be as a result; how they will feel using your product and after they have experienced your service.
You need to become good at telling stories about how your customers feel and how much better off they are now that they have experienced your solution.
4. You can trust what we say about our solution.
It will be no surprise to you that customers are sceptical of what they see and hear in advertising.
You need to find a way to help them believe your claims about your purpose, uniqueness and value. The best way to achieve the level of trust required is to prove to your customers the truth of your claims, by getting your existing customers to tell your potential customers with their own words, describing their own experience of your products and services.
Positive word of mouth advertising can be the natural result of the delight your customers feel after using your products and experiencing your service. Sometimes though, you need to give this process a helping hand. To help this you need to have client testimonials utilised throughout your marketing and on your websites.
When you say it, they probably won’t believe it. When someone else who is credible says it, it improves the chances of belief.
5. You need to act now.
Your marketing needs to change people’s beliefs from apathy to urgency.
If you do have a unique solution to a real need, the urgency should already be built in. The sooner you start using the product, the sooner your problem is solved. But sometimes customers need some extra encouragement to make a decision to buy now. Find out how you can help them to make that decision.
If you have achieved results with the previous four messages, this step should be easier. But sometimes, you need to provide a reason for your client to act now, so that they believe they need to make a decision faster. But make sure these reasons are valid, not a high-pressure sales tactic. Your customers will see through that sort of trick and it will just undermine all the positive rapport your work in the other areas has built.
Your marketing messages need to be believable and compelling to have the greatest impact. These five messages incorporated into all of your advertising and marketing strategies will make your marketing more compelling and believable to generate an increase in customer enquiries and sales conversions. The power of these direct, personal messages that focus on your clients’ beliefs in your marketing will lead to a dramatic increase in your sales results.
An added influence on the level of believability of your marketing is also the element of authority.
Two psychological principles show that people almost automatically believe what people in authority tell them and they will comply with what people in authority ask them to do. If you want to know more about this, check out Stanley Milgram’s experiments and the concept of transference, identified by Sigmund Freud. These concepts show that if you position yourself or your business as an authority in your marketing, the level of belief of your target market will greatly increase.
If you would like to learn more about how to create authority marketing and influence your clients’ beliefs in your marketing to create a stampede of new sales opportunities, go to https://businessflightpath.com/training where you can access a free 30 minute training video immediately.