Sorry to be blunt but here is the honest truth.
I know you are in love with your business. I know you think you have the best thing since sliced bread and you are going to become a millionaire. But the sad fact is that no-one cares about your business; what it does, what you do, what you sell, etc. etc. etc.
Ours too, don't worry ;-)
If you want to find a path that equals zero sales plus a lot of disappointment, keep talking about your business all the blooming time. Keep telling people that your VA Package is exactly what they need, that your website design service is THE BEST OUT THERE.
It will never be enough.
Most marketing people then go on to say "you need to present the benefits". Whilst this is true, this post isn’t about presenting the benefits.
Because, usually, even presenting all the benefits isn’t enough.
How often have you read something and you are like “Hum, that does seem like it’s exactly what I want and need but um... maybe there is something better out there? Maybe I need to keep looking around, I might find a better deal or more value?”.
Unless you are an amazing copywriter and marketer who has spent years perfecting your sales page, or you can afford to pay those people to do it for you, focusing on the benefits isn’t enough.
Most customers need at least 7 touch points with you and your brand before they make a decision to buy.
So how can we make people care about our products & services?
The best way to make clients want your service is to show them that you can solve their problems. Don’t just tell them, actually help them out.
This is the strategy that entrepreneurs like Kimra Luna and Neil Patel, and pretty much every big name online entrepreneur out there, does. They show their customers how they can help them.
There are different ways a product and a service based business might go about this, so let’s quickly look at a few now.
Remember, whenever you are communicating with your audience you have a chance to help them solve a problem. Even if it’s the teeniest, tiny problem, once you have helped someone get closer to what THEY WANT, you are one step closer to having a new customer.
There are still businesses out there that waste the golden opportunity to solve problems for their potential clients by shouting at them about their business instead.
Traditional PR is much like this. You write a press release about your latest product or service, you submit it to a PR distribution service and they send it to hundreds if not thousands of journalists. Then hopefully one of these journalists picks it up and writes about your product or includes it in a piece they are writing.
Press distribution needs to be extremely targeted in order for it to work and have any real results. The reason being journalists don’t care about your business either. Journalists care about the article they are writing and the sources they can get for it.
It’s the difference between writing a post titled:
Ginger Marketing Launches Today - We Provide Quality Guest Post Services
How To Find Guest Posting Opportunities For Your Business
Unless I am specifically looking for a guest post service, there is no reason for me to click on the first title. And even if I do click on the first title, I know I’m being sold to and am very unlikely to actually follow up and make a sales enquiry.
The second title appeals to anyone who is looking for guest posting opportunities, they might not even know a service exists to help them. It will get clicked because it can help a group of people who have this problem.
And I know the readers 1) care about guest posting and 2) need help finding guest posts!
So they are going to be pretty targeted. PLUS I am helping them with a problem they have straight away, providing tons of value which they will be super-duper happy about.
I hope you can see the difference between these two approaches and why, if you apply the right strategy, Content Marketing can be so powerful.
Getting the right person to view your content is one step in the equation. Then the hard work really begins! Getting that person to read down to the bottom, take in the information and actually know, like and trust you is a whole different game.
And if you want sales enquiries they need to know, like and trust you AS WELL as knowing you can help them get what they want.
Written by Cheryl A Clarke Chief Happiness Officer & Director Of Ginger Marketing (unless stated otherwise)