The majority of people do not have unlimited amounts of money to spend, and will only buy things that they feel will benefit them. In addition, a buying decision involves some amount of trust.
Why do business with your company.
* Your company has helped others just like them.
* Your company has been doing this for X amount of years.
* If your company is brand new, then it is the mission of your company to do this, and why you came to feel this way.
* The benefit of doing business with your company can”t compare to the competition, because maybe you offer a follow-up service they don”t, or you have a 24-hour customer service hotline or a 24-hour e-mail response time.
Speak to your target audience.
* A friendly approach works well. Imagine yourself explaining your product or service to our neighbor, who doesn”t know what your do for a living. A patient but thorough lesson shows that you want them to understand.
* Speak in a language that they can understand. It is okay to use your thesaurus to use the most colorful words, but not okay to use the most obscure. Chances are, your audience will not be flipping through a dictionary while reading so they can figure out what your are trying to say.
* On the heels of the last one, it is okay to use words like “wonderful”, “extraordinary”, unbelievable”. Superlatives are great, as long as it is done sparingly. It”s one thing to show enthusiasm, and entirely another thing to sound like your are giving a theatrical sales pitch.
Be believable.
* When making a claim, it is always better to have supporting evidence. If you say “the warmest fleece”, it is good to tell a story about why you found this to be so.
* Use numbers. When you make a claim, any hard facts that you can provide in the form of numbers can make your statement carry a tone of authenticity.
* Testimonials are outstanding. Get one from a customer as soon as possible, and build an arsenal of them. People want to do dusiness with a company that someone else can give good “word of mouth” about.
Offer a guarantee.
* Offer a trial period, or a sneak peak. People want to know what they are getting.
“Buy this product today by simply following the directions at the bottom of this page, and by next week your life will change just like it did for these other people I”ve been telling you about.”
*If you offer a money-back guarantee, this shows that you have faith in your product or service, and that your are committed to providing the best.
The old adage of treating people the way that you would want to be treated holds true. If you want your target audience to do business with you, show them why they should, and there shouldn”t be a reason why they won”t.
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