‘It’s not something I can get involved in,’ you hear people say. But it couldn’t be further from the truth.
Marketing is about making people aware of your business and how they will benefit by buying from you. And the great news is that you don’t need to spend thousands to take some early steps.
Marketing is about getting your name in front of as many people as possible in the most meaningful way possible. And that means making everything easy for your customers.
• How easy is it to understand what you are selling or the service you provide?
Assume your customer knows nothing. Is your publicity full of jargon? Whether in a flyer, an advert, an email newsletter or website home page, be ruthless in removing insider language.
Don’t put people off with industry terminology that you and your suppliers understand – but that the customer might need to go off and research. They won’t bother!
If you do need to explain something, provide a link to a helpful guide written in simple terms. If it is on your site, so much the better, because Search Engine Optimisation loves it when people spend time on your site and go from one page to another, and then back again.
Once a customer says in their own mind ‘Well, I didn’t know that – it’s the first time someone’s explained it to me,’ you’ll have them on your side.
• Don’t talk about what you do – talk about what your customer needs
Show that you understand and empathise with your customer. Tell them what their problem is and then clearly explain how you will help them solve their issue, not a long list of your services and how you do things leaving them to work it out for themselves.
• Talk to individuals, not crowds
Professional broadcasters and writers (well, the good ones, anyway) talk about having a listener or a viewer – not listeners or viewers.
Nobody wants to feel that they are one in a vast body of people. They want to feel treasured and loved. Each customer should feel as though they matter to you and your team personally.
So use language in your writing and speaking that underlines that.
• Make ‘The Next Step’ an easy one
Pickle Marketing founder and owner Lisa Chaffey is attracting the headlines for her massive achievement in going from being puffed out after walking 13 steps to now running 13 miles in the Reading Half Marathon.
Someone sowed the seed in her mind that she could do it, and her mentors at Slimming World and ParkRun took her hand, mapped out the route and set her on the way, guiding and supporting each step.
They didn’t say ‘There’s the finish line – off you go’ and leave her to it.
In the same way you should help your customer with simple, straightforward steps, escorting them through your ordering process by giving them small decisions to make so that each small affirmation leads to the big ‘yes’ at the end of the process.
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Pickle Marketing is committed to providing stellar marketing advice. If the past three minutes has been valuable to you, we’d love to speak more.
Call freefone 0808 108 1436 to discuss how we can make you effective in your marketing.
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