“The cheapest form of marketing!”
“Become the most popular brand, no investment needed!”
“Spend less, make more!”
While these may all be true, doesn’t it sound oddly similar to the script you would hear from hawkers trying to sell you merchandise as soon as you roll down your window while you sit in traffic? Or more accurately, salespeople on a crowded street in town, or even at a local marketplace? Most probably in these instances, self-preservation will have you rolling up your window as quickly as you can without appearing too rude or similarly picking up your pace whenever you’re approached by said salesperson in the streets.
Logic dictates: If this is likely the automatic knee-jerk reaction that you would have to this sales approach, then why shove the same thing in your customers’ faces?
We’d rather be approached by someone that doesn’t seem too obsessed with making a quick buck… Someone that seems to care about our welfare, hence selling the product to solve a problem we’re experiencing. Or at the very least, someone with realistic expectations for the product they are selling.
”The louder brands shout, the less they will be heard. But if they stop shrieking and start listening to consumers, providing them with genuinely useful services that improve, rather than disrupt their days, they won’t need to gate crash their party, they’ll be invited.ROBERT BENNETTAdvertisingWeek360
How do you do this for your business? Change your approach:
Sell the benefits of your product, not the features
Unless you’re selling a unicorn, your product isn’t unique. How you package this product and its benefits, is what makes you stand out from the crowd. Sell from the perspective of what your customers have to gain and the impact it will have on their lives. No one cares that it’s the by-product of the latest technology, etc.
Check out this #MpesaAt10 campaign video
Jab jab, right hook method
Gary Vaynerchuk says that “Jabs are the value you provide your customers with: the content you put out, the good things you do to convey your appreciation. And the right hook is the ask: it’s when you go in for the sale, ask for a subscribe, ask for a donation.” Keep in mind just because you jab doesn’t mean you automatically hook. There’s a formula to the jab jab right hook method which you can read about at your own time.
Speak with your audience, not at them
Couples are usually told to solve their problems by talking to each other, not at each other. The same applies here. You can yell and go H.A.M all you want, but you both need each other. Create a relationship that is giving and also receiving.
Abandon your generic script
Something that is thoroughly rehearsed sounds just like that…thoroughly rehearsed. A.KA. unauthentic. Don’t take your customers for fools, trust me, they have heard it all before. Consider taking on a fresh approach with how you talk to your customers, avoid being robotic with the script or delivery.
Keep your customers talking and excited to engage with you
This is why keeping tabs on your customer’s journey experience is important. Go beyond being just a business or a product and service. Listen. Engage. Social media is a great place to start with this.
The approach you take to market your products or services shouldn’t be overwhelming or off-putting. Instead, it should be in interesting bite sizes which your costumer can ingest and digest effortlessly. Keep it light by focusing on the benefits of what you’re offering, constantly engaging with your customers, being authentic, practicing subtly and showing value before asking for your customer’s money. If you’re new to the scene, the digital marketing bandwagon is majorly as good as you make it. So, all aboard!
Any thoughts on this? Don’t hesitate to leave a comment below!