Don’t Sell Your Product!
It’s hard to be simple.
More accurately it’s hard to be concise. See what I mean, it’s already complicated, so too are most approaches and techniques to selling.
We are always cluttering up a concept with all the angles and notions we had around an idea, pitch or action. Instead of focusing on the one core motivation that someone might actually have to take that action = emotion.
When we write sales copy we often clutter up the steps to action with superfluous expressions (like “superfluous expressions”) and our messaging ends up being more focused on our own self rationalization of our ideas for why someone would buy from us rather than focusing on the motivation of the buyer. It’s all about perspective.
So how DO your make a good pitch, sales brochure or e-blast? For me, and my approach to selling my products at Dynomighty it has been an intuitive process that was formalized by learning the steps of the ladder. No, not the proverbial one you think you’re climbing, but the motivational one used in Advertising to elevate/refine an idea.
We have to realize that it’s not the product itself that motivates someone to buy (its definitely at the core) but we should also consider that there are many other motivations that our buyers might have when we think about our messaging.
Let’s take for example a nail salon that wants to get more customers in on Mondays that are typically a slow days for the business. The owner is hoping to fill some seats on an off day so their flyer might say — Get a mani/pedi on Mondays for 1/2 off!
But that’s the wrong thinking and the wrong pitch. It’s a deal for the owner not the buyer.
We have to ask “What’s the real motivation for the customer beyond the product?
So, what IS the real motivation for the nail salon customer (hint: it’s outside of getting their nails done)?
Maybe the real motivation for the customer is to look good — that’s the first step up the ladder! The next step is probably that the customer wants to feel good about themselves — that’s the second step! Now we’re getting closer to their true motivation and our message.
The third step might be that feeling good is really about feeling confident, so the nail salon is selling confidence, ah ha!
Fourth Step: You can tie it all together with the Monday caveat with an pitch like “Confidence is always in style at any workplace — Get yours with 50% off at Kelly’s nail salon with our #MondayMotivation Promotion”.
In action simplicity is the evolution of efficiency. In sales & advertising simplicity is the refinement of motivation.
In this new pitch we’ve identified what’s really driving the customer to action, a desire to feel confident at work. The deal or offer is basically a means to achieving their motivation.
Boiling down the concept of a pitch to it’s core, what drives and motivates the customer, is simplicity at it’s best. When we try to “cover all the bases” and pile up features and benefits we are just layering concepts that might end up hiding the thing that we should have said all along.
This is not as easy as it seems, but it’s the best route to really connecting with your customer. It might take some time and practice to learn the ladder method, but if you’re frustrated, don’t worry you’re not alone, just remember;
It’s hard to be simple.
