How to Persuade People to Buy Your Product
(Without Being Obnoxious)
You’re probably familiar with marketing claims that sound too good to be true.
“Double Your Sales in 6 Weeks!”
“This 30 Minute Course Will Show You Why You’re Losing Customers!”
It’s difficult to get your audience’s attention without sounding like the junk emails that found their way past your spam filter.
This strategy may win clicks and sales for some businesses, but it’s a quick-burning flame. These tactics damage the brand because the claims aren’t rooted in reality. They over-promise, under-deliver, and ruin any trust that was established with the customer. And marketing is all about trust.
Instead of going for the quick sale, we recommend you invest some time to build a solid foundation for your marketing strategies. Read more to learn how to genuinely appeal to your target audience.
Marketing 101: Narrow Your Target Profile
This isn’t groundbreaking by any means, but it bears repeating: you need to create a very specific profile for the customer you are targeting. Narrow it down as much as you can. If you have a current customer that is the perfect representation of your target, design your strategies to target that customer specifically.
You may find that you have multiple niches. If that’s the case, focus on building a strategy for one niche at a time.
Identify Your Customer's Specific Problem
Whether or not they are aware of it, your target customer has a real problem. If you have a customer who represents your niche, you have a very valuable asset. Talk to that customer often and really listen to them. Ask leading questions and read between the lines to learn about the real issue (it’s usually not just the one they’re describing).
If you don’t have a customer that fits your niche, that is something worth examining. Either way, research and learn about the target customer’s problem. Do some keyword research with Google’s Keyword Planner. Figure out how your customers think about your product, and use the keywords to find forums and reviews to look for common problems.
You can also learn valuable information about the personality of your customers: do they prefer emotion and visual narratives, or are they motivated by cognitive analysis? Are they more past, present, of future minded? How do they rank in terms of openness; are they open to new experiences or do they prefer predictability and routine? Identifying the personality of your target will allow you to craft your content to be as compelling as possible.
Address the Elephant In the Room
It’s human nature to hesitate before making a purchase. Before clicking “place order,” most people spend at least a brief moment thinking of all of the reasons not to buy.
Most businesses gloss this over because they’re afraid addressing these concerns will paint a negative image of their brand or instill anxiety in the minds of their customers. By addressing these concerns in your marketing, you show your prospects that you understand their concerns. You’re not planting insecurity in the minds of your customers; you’re acknowledging and pacifying fears that already exist. You’re establishing trust.
Make a list of the reasons your target customer wouldn’t buy your product or service. You can even call your (loyal) clients and ask them to tell you about their initial hesitations to buy. What were they feeling and thinking before they committed to work with your business? What happened after, and what made them realize they made the right choice?
The best way to ease the mind of your future client is with a real-life example. With permission, use the information you gathered from your current client about their initial fears prior to purchase. Illustrate the improvements that your product or service made for your client, and how glad they are that they took the leap to work with you. Tell their story before and after your business saved the day.
Identify Your Unique Selling Point
Another marketing standard is to identify your Unique Selling Point (USP). Research your direct competitors and compare them to your own business – what makes you different? What emotional need does your USP fulfill for your clients? What aspects of your product or service cannot be imitated by your competitors?
Once you’ve spent time identifying your USP, create a short, concise, and clear phrase that drives this point home, and repeat it throughout your marketing campaigns. Here are some famous examples of USP slogans:
- The milk chocolate melts in your mouth, not in your hand (Mars, Inc.)
- 15 minutes could save you 15% on car insurance (Geico)
- Because you’re worth it (L’Oreal)
- Open happiness (Coca Cola)