This is easier said than done. You know your product is useful, actionable, and will get results. But how do you get your prospects to realize that?
People are naturally resistant to sales. As soon as they believe someone is trying to get them to buy something, their defenses go up. Making it very challenging to complete a sale.
However, if you approach your customer with their interests in mind, by showing, not telling them, what is in it for them… and proving your product is designed specifically for them… they will be much more interested in what you have to say.
Because you're appealing to their deep-seeded desires, frustrations and problems – the things that keep them up at night.
So, this week I'm going to tackle two of the most important triggers when crafting your marketing materials – Product Nature and Prospect Nature.
You'll discover the most important tool for marketing, and how to take it to the next level…
Why sometimes the least obvious thing about your product can be the most compelling reason to buy…
And how to combine these two triggers for the ultimate marketing campaign.
This profile of your customer is crucial to everything you do. From the content you create to the products you sell, these facts should be in the forefront of your mind.
So, how do you do find out all of that information?
Well, to start, you need to define who your ideal prospect is. Choose a cross-section of people in that market, and learn the basics – where they live, occupations, family, etc…
Ideally you can talk to a few people in person and ask them questions.
But if that is intimidating, find places online where they hang out. Whether it be a forum, a social media group or a blog, it doesn't matter. Join them and get involved with their discussions. Make some friends!
You need to uncover a lot before you can move forward, so you might as well have fun with the process. As the extra effort will jumpstart your sales.
Now, once you have all of that basic information, you have to break it down a little more.
What elements of their life are challenging right now? What are their personal viewpoints? How do they feel about issues that are top of mind for people in their niche market?
Take it even further and find out what they like and don't like about products and experts in your industry. Get specifics on events, info products, blogs, etc… All of this is relevant.
Because once you know and understand what keeps them up at night, and what really bugs them, you can start focusing your content and your products on fixing whatever that is.
For example, if you know that your clients are frustrated by info products that claim fast weight-loss but are impossible to maintain, you can address that with your product. Perhaps they dislike coaches who disappear after you buy the product from them. You'll know to emphasize that you'll always be around for help.
However, in order to do any of this, you have to understand yourself and your product inside and out.
The Nature of Your Product
Do you know everything there is to know about your product?
This may be a strange question to ask, since you created it. But you might be surprised by how many people don't fully realize what they have.
There is a classic story Joe Sugarman tells in his “Advertising Secrets” book, where he had to sell a digital watch. This was back when digital watches were new technology.
He visited the laboratory where the watch was designed, produced, and assembled so he could learn all about it for the copy he was hired to write. He asked the scientists countless
questions, learning quite a bit about the process. But he still didn't feel like he had enough.
Finally, after a few days, he discovered something special. Digital watches had always included a glowing function. It wasn't anything new. But you always had to press a button.
This watch would be the first to have a constant glow. So, he asked the scientist why nobody made watches like this sooner.
The scientist told him they developed a special technique with a laser to seal in the glowing radioactive material. Without that technology, they would not be able to make the watches.
Joe figured that was the unique selling proposition (USP), and with this information created the “Laser Beam Digital Watch” headline. And boy did it work – he sold millions of dollars worth of these watches.
Pretty impressive right? The funny thing is, the scientists didn't think anything of it.
You have to find very specific things about your product that relate to the people who are going to buy the product. And understand the nature of both sides.
What kind of people would buy high priced digital watches? Techie types who care about lasers.
Just knowing the watch glowed wouldn't be enough to satisfy them. It had to have cutting-edge technology they could show off to their friends and family.
That was the true nature of the product – expensive, high-tech, flashy. And the true desire of the prospect was to be part of an elite group that owns such products.
As an Expertpreneur™, it's not enough to say your info product helps people transform their lives. You have to ask two key questions. What is the nature of the product? Perhaps a simple solution to a problem, a quick-fix for those in a rush, or maybe a fun way to accomplish something?
Then, what specific features and benefits substantiate that claim? If you’re a relationship coach, perhaps a special technique you designed to cope with loss (which is simple). A proven fast-action money-making system (which is a quick-fix). Or maybe music that makes you less hungry (that's fun).
You can't settle for generalities with your products. You have to break them down into specifics.
There are times where the story behind the product is the key. If there's something remarkable about you or your experience that is deeply relevant to your ideal prospects, then you can focus on that. For example, going through a terrible break-up and becoming a therapist due to your experience.
The possibilities are endless, but to quote Joe Sugarman, “Very often, common sense combined with a little bit of work is all you need to understand and appreciate the nature of a product.”
Combining Prospect and Product
Once you have developed complete customer intimacy, and know the nature of your product inside and out, you can focus on putting them together to address the most important question in marketing: What's in it for me or their “WIIFM”?
No one is worried about fancy widgets, breakthrough science, or whatever about your product unless it is directly relevant to their needs, problems or desires.
Think about the stereotypical door-to-door salesman selling vacuum cleaners. The guy coming in your home and showing you lots of features. The strong sucking power, the long cord for ease of use, etc… All things that are indeed useful.
But the whole time, the customer couldn't care less. Unless they happened to need a vacuum right at that moment, what do those things matter to them?
Hitting prospects over the head with a laundry list of cool features is detrimental to your success. Only in a rare circumstance (like in the instance of the watch) where a feature of the product is relevant and interesting to the customer, would you need to lead with it.
You need to take your prospects' biggest problems, like wanting to lose weight but having very little time to get to the gym, and your products' best benefits, a time-efficient, adjustable program you can fit into your schedule, and put them at the forefront of your messaging.
Pepper that with a story of how you discovered it and how well it worked for you and other people, and suddenly you have a relevant product that feels like it was designed for the prospect. Which will make it much, much easier to market.
And once you've unearthed the sweet spot for your brand, prospect, and products, be sure to include that in everything you do. If you write content, make sure it stays consistent with this message. Videos, webinars, live events… everything should focus on that marriage of product and prospect.
Do this and people will flock to you to hear what you have to say, and ultimately buy your product. You'll become an authority in your niche. Getting you much further than your peers who are only generalists.
The Strongest Foundation
These triggers are the true foundation for any successful business.
Showing you truly understand your prospect, and recognize their needs, problems and desires, is paramount to your success. If you can connect that with the products you develop, you are guaranteed to earn big profits.
If you haven't developed your info product yet, check out my newsletter this month about why you need to get working on it and get that done. In the meanwhile, make sure you know all there is to know about your target audience.
Keep digging for more info and tweaking your products, content, and marketing materials until you hit that sweet spot. It'll take a bit of work, but you'll be glad you made the effort.