Four Marketing Messages Merchants are Powerless to Resist
May 28, 2013
Crafting your marketing messages in a way that helps clients understand what you do, who for, and how those people benefit is one of the keys to marketing success. I’m going to share with you the factors that get me to buy and will help agents and resellers to get merchants to open their wallet to you:
If your doctor tells you that you need a new liver, you’re going to believe her, right? You’re not going to go home, mull it over, make a pros and cons list (I’m sure the old one has at least a few more years in it!), and sleep on it, are you? No, you’re going to put your name on the transplant list ASAP. Your doctor is trained in these sort of things and knows what she is talking about. If she says you’re in bad shape, you’re going to accept that and follow their advice to make it better. If you want to get a reluctant spender to spend, they have to trust you and your offer.
But what if you don’t have years of industry experience? How do you gain the trust of your buyers without impeccable and long-earned credentials? You win that kind of trust and assert that credibility by being able to speak knowledgeably and empathetically to customers about their pain points and demonstrate the thought you’ve given in making sure that your product or service is designed to meet them.
Reluctant buyers may have issues around parting with their cash that go deeper than just the desire to save it for a rainy day. If you’re selling something with a hefty price tag, you have to do the heavy lifting on not only justifying its value, but also granting would-be buyers the permission to spend that kind of money on something that isn’t a home appliance. You need to convince buyers “you’re worth it.” Your sales pitch (whether in person, on the screen or in print) shouldn’t downplay the cost, but it should play up that the buyer can afford this product or service, that the purchase will make them happy and not anxious and that only good things will come from spending.
What you’re selling has to be positioned as something that your reluctant customer can’t do, learn or achieve for themselves or can’t do it as efficiently as you can. How many of us sew our own clothes? Build our own homes? Heck, even do our own oil changes? If there’s a way for your hesitant buyer to easily do what it is you do or create or to easily learn how to do or create it, they probably will. You need to define how what you’re providing is superior to what their own efforts would yield. And that superiority has to be according to metrics that matter to your customer.
I’m not talking discounts here. Will what you’re offering save your customer - time or money - in the long run? If so, do the math for them. In my case, I could take a two-day workshop that would increase my skills to the level they would be after six months of weekly lessons. If the workshop costs $500 and weekly lesson cost $25+ an hour of my time for the lesson itself and another 30 minutes in travel, I’m saving myself $100 and six months of my time by investing the $500. This bargain becomes even more attractive if I can start earning money from my skills sooner. Say that workshop was about Photoshop and in two days I pick up enough knowledge to hire myself out as a photo retoucher for local actors, yearbook photographers and real estate agents. Instead of gleaning the requisite knowledge over a six-month period, I learn it all in one shot, save time and money and begin earning an ROI immediately.