Having the best product in the market won’t sell it (here is what will)
Understanding the customer and product is the difference between figuring out what to say in your copy or cutting out ideas.
We have all been there. We are given so little information about a product that we can’t think of anything to say.
The concept has to be precise. But to be clear, there is sometimes a long way to go. This article will give you specific points to help you understand the nature of the product when you need it.
What makes people buy?
Sales and marketing folk know one thing: You don’t buy anything rationally. People often think they purchase anything because they are informed and pondered citizens. Let’s face it. If that were the case, people would not buy so much stuff. Apart from high “involvement purchases” like a car or a house, that’s rarely the case. The consumer buys emotionally.
But the thing is, consumers, deceive themselves.
Most times, people will find rational reasons to justify their emotional will.
Our job is to create a scenario in the customer’s mind that triggers that irrational will while giving very pondered, valid and rational reasons to make the purchase.
What should you know about a product or service before selling it?
- It’s qualities.
What does it do? What does your persona find more relevant to their experience?
- How is the direct competition selling their products?
Find those who sell similar products and study their point of view. You learn a lot about what you be better at and what not to do.
- What makes your product unique.
Find that unique selling proposition. What differentiates it from others regarding the persona’s values?
- It’s benefits.
Benefits are what the product or service generates in the customer’s life after the purchase. It’s all the emotional benefits that are associated with their primary desire.
- More benefits.
Usually, the product or service has more than one benefit. Study other ways yours will help the customer to close the sale.
- The features
Often mistaken with benefits are the rational elements that help validate the primary will.
- What “pain” does it solve?
Why was this product invented? Typically is to solve a pain/desire/problem/need the ideal customer has. Please find it and tailor your offer having these elements in consideration.
Closing considerations
You don’t have to learn everything there is to know about a subject every time. Sometimes a simple look at a product or service is sufficient to come up with a big idea from your own experience or specific knowledge in a particular category. This article is to help you in those other times.
I hope it helps you sell better.
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