The mass and social media have emerged as enabling platforms for the propagation of ads and advancement of brands, services and other forms of business. At the face of economic survival, there arises the necessity for companies to pursue the goal of market stability and world class outlook of their enterprises. This development explains the essence of a strong marketing department with skillful and passionate marketers to create content and copy that sell. Thanks to technology that has aided various means of advertising such as email marketing, mass media advertising, social media engagements, bill boards etc.
How would you feel when you have the assurance of daily 95-100% success in your company’s marketing department? Would you feel fulfilled when the consistent success is traced to your personal extraordinary input? Whether you are an entry-level, intermediate or senior marketer, here are unavoidable facts that you must always be conscious of in your dealings with prospective customers:
Facts About Your Prospective Customers
NOBODY LOVES BEING SOLD TO
Marketing of all forms indicates contacts between the company and the customer. The copywriter and direct marketer must judiciously avail themselves of the golden opportunity of first contact with the prospective customer. Your prospect does not want a salesperson but rather someone who can identify with her and lend a hand. Prospects are easily turned off when there is a perceived sense of compulsion in the ads. Effective marketing strategy does not make the company’s profitability obvious to prospects and customers. You should be intentional about your diction in an ongoing marketing activity.
YOU ARE ALSO A CUSTOMER SOMEWHERE
Since it’s a world of needs and wants, no matter the variety of products and services offered by your company, you are also a customer somewhere. You can learn from the approach that captivates you as their customer and adapt it for your marketing strategy. It is not out of point to remember that popular cliché of relating with others the same way you would want to be related with. Learn from the strengths and weaknesses of your favourite brands.
THE POWER OF DISCOUNT
From your experience as a customer, you would have noticed that the brand with the best discount and quality has the tendency to catch prospects’ attention outright. No mystery to that, right? Two of some powerful words used in marketing are ‘‘free’’ and ‘‘discount’’. Everyone desires to get the best quality and as well save some money. Sales usually climb higher at the introduction of discount such as the popular ‘‘Black Friday’’ prices. Prospects have an increased conversion rate probability during discount periods.
THE FEAR OF RISKS
Humans are naturally wired to be inquisitive about new things. Your prospect will be suspicious of the effectiveness of your products or services. This alertness may be traced to the possibility of past experience with an unsatisfactory purchase. Anxiety associated with risks may be conquered by measures such as the provision of warranty, ratings and the inclusion of customers’ testimonies. To convert a prospect to a consistent customer, it is important to ensure that promises made on products or services are not empty.
THE RESONATING LANGUAGE
Love birds who just fell in love usually engage each other using romantic languages during a special date or outing. It is not inappropriate to say lovers usually choose their words carefully. Consider yourself a lover who wants to win over the heart of your crush; your prospects. Each product has a unique resonating language that is capable of touching prospects’ emotions. Be sure to locate it!
EVERY CUSTOMER WAS A PROSPECT
Ideally, you want your products and services to experience successful and consistent patronage amid numerous competitors. One of the ways to accomplish this is to study the trigger behind the patronage of your current customers and then build on it. All that is needed is creativity. The fact that you currently have some customers no matter the number should give you confidence that there is possibility of 100% increase in sales.
PROBLEM SOLVING PRODUCT/SERVICE
It’s best to work with a company whose product/service has the capacity to solve people’s problem. As the representative, you have direct relationship with customers than the company’s board members. You will be placing your personality on the line if you are vouching for a company that is a pro in less quality products. Companies in this category usually rely on rugged ads to patch up their incompetence. You may consider conducting a survey centered on customers’ feedback. If your report is not taken seriously, it’s advisable you seek a greener pasture.
HERO-MAKING PRODUCT
Nobody wants to be at the bottom of the ladder. Heroism is a natural pursuit of all humans. In addition to solving a specific problem, copywriters, content marketers and sales representatives must understand the trigger power of heroism. Prospective customers crave for products that will make them feel special in their world. Thus, the copy or content should be concerned with unveiling the hero in them.
INCLUSIVENESS
This is more like giving power to the people. Prospects desire to be included in the decision making process. Their feedbacks matter. Always remember that consumption is done by your customers. The surest way to convert your prospects to consistent customers is to deal in products, services, brands and adverts that are consumer-centered.
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