If you’re a business owner, it’s only natural that you want customers to fall in love with your product.
Let’s face it, you’d be perfect right?
So why is it sometimes so hard to prove to your perfect customer that you are in fact “the one”?
Watch today’s video and then read the post below to find out:
Too much too soon?
Coming on too strong can be a turn off. So just as our waitress should have found a different way to start a conversation with her customer, sometimes you need a gentle approach.
Remember, you already know what you have to offer and why they will love it. Don’t be put off if they don’t see that immediately. You need to give them lots of little stepping stones to get there. That’s the great thing about content marketing, it’s not just about asking for the sale straight away, it’s about nurturing your prospects until they’re ready to buy.
One way that you can do this is by offering a free gift.
But it has to be the right one…
The wrong kind of free gift
I’d love a sweet potato carved into the shape of Bill Murray’s face, but I understand it’s not for everyone.
If you’re thinking about a free gift to give away to people when they first visit your webiste (an eBook for example). You’ve got to make sure it crosses the interesction between:
- Your skills
- What your customer needs right then and there
Imagine someone new coming to your website. What are they looking for? Your gift doesn’t have to be an elaborate display of affection, just something that’s valuable to your target market.
A couple of businesses that do this well are:
- Pamela Wilson’s Free Marketing Tool Kit
- Andrea Vahl’s Quick Start Guide to Social Media for Business
- Jon Morrow’s Cheat Sheet for Writing Blog Posts That Go Viral
Can you see how this style of very target gift are the perfect conversation starter for someone visiting a site for the first time?
Does your free gift have the same effect?
The language of (customer) love…
Wooing your customer isn’t about fancy schmancy chat-up lines. Often the simple truth can help your customer see within seconds that you are the one for them.
In the video I mentioned the home page, but you could use the following elements anytime you want to attract the right customer.
1. Tell them who you’re looking for
This is so often overlooked when writing copy because we assume our customers will know our service is for them. But don’t leave it to luck. Make sure your audience know exactly who it is you help.
If you’re struggling to pin this down, try to find the common thread in your customers.
A quick template you can use for this follows a very simple pattern that you can replicate which goes like this:
This is for [General Target Market] with / who are [Common Thread] who /and want to [Results They Want]
Using that formula, what do you come up with?
- This is for mums with families who work at home and want to learn time management
- This if for business owners with more than 10 employees who want to double their revenue
- This is for sports professionals training for their first triathlon who want to finish without injury
Including this kind of detail can help you stand out from other businesses using more vague descriptions.
2. Tell them your skills
Okay, so you’ve caught their attention by saying who you want to attract, now we need to tell them how you can help them.
Very simply tell them what it is you offer:
- Web design services?
- Copywriting coaching?
- Free marketing advice?
- Website security software?
That’s your next stepping stone. Just lay it out nice and simply and say what you have for them.
3. Tell them the nice things people say about you.
Testimonials are powerful social proof, so let your customers know straight away that other people love what you do.
It’s the equivalent of turning up to a party with someone who makes awesome introductions for you. The other party people are more likely to listen than if you tried to gate crash a conversation and tell them yourself.
4. Tell them what they’re going to love about you
Of course, it wouldn’t be copywriting tips if there wasn’t the mention of good old fashioned benefits.
Part of the wooing process is painting a picture of what it’s like to work with you. Okay, you might not offer Belgian chocolates and fine wines, but there has to be a compelling reason why they would get in touch.
If you want resources for digging out the benefits in your offer, have a look at:
Now, the above 4 steps don’t have to be done in that order. You might want to start with the testimonial, or the benefits.
What’s important is that when a perfect customer meets your content for the first time, they can understand within seconds just why they should be with you… forever and ever.
Till next time!