We know that time moves at a fast clip, and few people have the luxury of time to spare. Our attention is demanded from all sides, from the television, to the radio in our cars, to the mail we receive in our homes.
What differentiates your message from all the other competing ones out there? Why should they listen to you?
Obviously, you are selling something – an idea, a product, a service. You have decided who to target that will want to buy this product or service. In order for them to want to buy this product, you will have to show them how it will benefit them to do so. It is now time to explain exactly why they should buy from you. Here are some ways to get your message across.
Be informative and interesting.
You have their attention – so keep it!
by David Geer
We know that time moves at a fast clip, and few people have the luxury of time to spare. Our attention is demanded from all sides, from the television, to the radio in our cars, to the mail we receive in our homes.
What differentiates your message from all the other competing ones out there? Why should they listen to you?
Obviously, you are selling something – an idea, a product, a service. You have decided who to target that will want to buy this product or service. In order for them to want to buy this product, you will have to show them how it will benefit them to do so. It is now time to explain exactly why they should buy from you. Here are some ways to get your message across.
Be informative and interesting.
* In word selection, choose snappy words. Have you seen the size of an English language dictionary or thesaurus? Why choose mundane words, with all of the available choices?
* In content, stick to the facts. Rambling on about the technological wonders that went into your product will put most people to sleep.
* Tell the full story, answering all of the questions that may come up for your target audience.
Paint a picture.
* Use colorful adjectives. Which sounds better: “Try our new line of desserts!” or, “Try our new line of decadent, to-die-for desserts!”
* Be descriptive. What does the product look like, taste like, feel like, sound like, and smell like? Is it compact or enormous? Is the service easy to use? Does it only have a couple of steps to reach success?
*Give reader-friendly explanations. Cut out the jargon, and simplify the message.
Answer the 5 W’s and H.
*Who do you think you are talking to? Address the audience with a direct, friendly approach.
*What do you have that they need?
* When can they have it?
* Where do they order it?
*Why do they need it? Why do business with you? Why do you understand their needs?
* How do you know it will work for them? How has it worked for others?
Get your target audience involved.
*Testimonials are great to include, if you have them, because they show real people using your company and enjoying your products.
*People like examples, because they can picture themselves being just like the person who would need your product, and how much better off they will be for purchasing it.
* Most people are followers, not leaders, so it is a good idea to show that others have blazed the trail before them, and the territory is safe.
Preach the merits.
*Features are all well and good, but benefits are what sell.
* Relate everything to your target audience. They are only interested in what is good for them.
* Show, don’t tell. It”s not because you say so, but because the facts support it. “Saves an average of two hours a week, because it takes the place of such and such”, as opposed to “Saves time.”
The challenge for your business is to put together a story that includes benefits as well as logical arguments, and to do so in an interesting and informative format. Make it easy for your audience to gather the information they need in order to make a buying decision, and they’ll stick with you. Don’t take the time to organize the format and provide all of the information, and you will lose them to your competition. Keep your format user-friendly, and you’ll keep your business profit-happy.
Related Posts
