If you have a web site that's not pulling in prospects and
s.ales, I have a marketing secret to share with you. Your s.ales
and profits will increase as soon as you apply it. Whether
you're marketing on the web, in print or in person, you are
guaranteed to improve your web site marketing and make more
sales.
Here it is; people buy from you when you give them what they
want. Sounds obvious, but most people don't apply this secret to
their online and offline marketing.
Many people think that the quickest way to improve their web
site marketing and increase sales is to convince or 'sell' more
prospects. Trying to convince people to buy your products and
services is hard, not much fun and rarely works. In fact, this
approach repels the majority of people who may actually want the
products and services you provide.
Your prospects are like you; they want and need to buy services
and products, but hardly anyone wants to 'be sold'. When a
prospect reads your brochure or visits your web site, they are
thinking about their needs and desires. Once you focus your
marketing on giving your prospects what they want, you'll see a
leap in responses and in sales.
Think about your products and services. Why do people want them?
What's the first and most important concern your prospects have?
What are their secondary concerns? Can you help them solve each
of these problems and get what they want?
Look at your ads, brochures, or website. Ask yourself the same
questions prospects ask themselves when they view your web site
marketing materials;
- What is in it for me? - Does the first sentence give me a
reason to keep reading? - Does the photo make me believe this
firm has what I want?
What is the most prominent element on the home page of your web
site or the cover of your brochure? In most cases, it will be
your company's name. Does your company name describe your
prospects' biggest concern? Does it give them a reason to
believe you have what they want?
Imagine you wanted to open a new bank account in your hometown.
On Main Street you see two banks with large signs in the windows.
Bank A's sign says - AMERICA'S FINEST SINCE 1950
Bank B's sign says - HIGH YIELD SAVINGS, IMMEDIATE ONLINE ACCESS
Which one would you choose? Bank B grabs your attention by
talking about the services and results that meet your needs.
They've made the sale.
There are dozens of reasons people buy. You may hire a business
coach to help you make more money, a personal trainer to become
a better golfer or tennis player. You may buy a new computer to
increase your company's productivity or a high definition TV to
give yourself greater viewing enjoyment. Identify the reasons
people buy your products and services and it's like finding the
key to sales.
What's the biggest secret to attracting all the clients you want?
Stop trying to convince your prospects to buy and instead focus
on giving them what they want. Once they see you as helping
them, they'll help you by buying your products and services.
2006 © In Mind Communications, LLC. All rights reserved
About the author:
The author, Charlie Cook, helps service professionals, small
business owners and marketing professionals attract more clients
and be more successful. Sign up to receive the Free Marketing
Strategy eBook, '7 Steps to get more clients and grow your
business' at
http://www.marketingforsuccess.com
