A Copywriter’s View: Does Your Marketing try to Bend Prospects to Your Thinking … or do you Tap into Theirs?
Another jewel from The Daily Guru:
“The truth is what it is.
It’s neither good nor bad.
It’s simply reality.
Tailor your concepts to fit reality,
instead of trying to stuff reality into your concepts.
No matter what you believe,
it won’t change the facts.”
I think there’s a BIG lesson in this for us, as marketers, and I want to talk a bit about it today.
Most savvy marketers understand that the path to secure a purchase and, hopefully, a customer for life is to talk in a way that resonates with them, and to give them what they want; not necessarily what they need.
But I still see a lot of clients, who think they can somehow ‘change minds,’ and convince their audience to think differently about what they have to offer.
No you can’t!
As marketing professionals, we must tap into what they’re thinking, wanting and feeling and to empathize with them in a way that’s genuine and authentic …
BEFORE we try to sell them something.
We all know that no one likes to be sold anything, right? We all want & do buy things all the time, but we want to make our own decisions about what, when, how – and from whom, don’t we?
So, when you’re selling something, you have to do some or all of the following …
11 Things You Simply Must Do, In Order to Sell Something:
1. Connect on a level your audience/prospects can feel.
2. Tap into their wants, desires or pain.
3. Talk to them the way you’d talk to your best friend.
4. Don’t undermine their intelligence, please.
5. Address their wants/desires; not yours.
6. Build trust and credibility; TELL the truth.
7. Tell them how your products will provide the solution to their problem
or pain, in the same way it did for x, y, z person.
8. Make them a genuinely valuable offer they will want immediately.
9. Take away their risk, with a 100% guarantee.
10. Make it clear and easy to order. No hoops or circuitous routes..
11. Stay in contact with them, after the sale, creating a customer for life,
and keep offering them more valuable products/services.
The lesson?
Don’t try to bend your prospects or customers to your thinking, but rather tap into what they’re thinking, feeling and wanting.
To the extent you can genuinely FEEL their pain, sorrow, desperation or frustration, to that extent they feel your sincerity and want to buy from you.
So it would benefit you greatly to find a marketing strategist and copywriter, who iterally feels what others feel.
Find a writer, who is naturally empathetic … and your audience will feel it, too.
Perhaps an elaboration is in order here …
In my opinion, a great copywriter is really a great humanist. Bob Bly touched on this in a teleseminar last night, in fact, saying this ability places an enormous premium on a copywriter’s worth to their clients.
Find one who understands human behavior and has a strategic marketing focus, and one who’ll first help you establish/clarify your own marketing objectives.
A great copywriter will also be able to help clarify/fashion your offer, according to his/her understanding of human behavior – and not what you think they’ll respond to.
So find someone with a divergent background … someone who’s been in the trenches and who understands the human psyche.
Find a marketing strategist, who has worked for all manner of clients and industries.
Find one, who also just happens to know how to write in such a way that deeply connects with your prospect, because she really knows how they think and feel.
It’s a tall order, but they’re out there.
To your continued marketing success!
Carolyn
The KickAss Copywriter
http://www.kickasscopywriter.com
