Your ability to compel your customers, readers and followers to read on, act or buy, directly determines your leads, conversions and business profits.
So how do you become more compelling in your sales and marketing? Here are three ways to get you started.
In the same way you wouldn’t tell your entire life story in the first few dates with someone, don’t feel you need to inform your potential customer, reader or follower of every facet of your business, industry or topic in the first few touch points. Leave a little mystery by informing them slowly.
Mystery leaves your potential customers wanting more, providing of course that you give away the right details to begin with. To use mystery effectively you need to know who you are targeting and what key selling points will most appeal to them.
Infomercials and your answer to the common question “so what do you do?” are great places to practice a little business mystery.
Key information like statistics, industry insights, inside secrets, usability tips, and handy hints on areas your target audience are interested in can spark interest and get them to take a level of action like giving over their contact details to you.
Knowledge is power, and in this day and age it is our most valuable commodity – not to mention our biggest point of difference. Sharing relevant and interesting information builds your credibility and positions you as an expert in your field, giving potential customers the confidence in doing business with you.
The trick here though, is in knowing how much of your knowledge to give away, as it will depend on the action you need a potential customer to take. Being a ‘teaser’ your information should be limited, but at the same time it needs to be enough to build trust and leave potential customers, followers or readers feeling like you’ve given them real value.
Always keep some information under lock and key for your paying customers, or to get potential customers taking bigger steps of trust with you.
Social media, newsletters, website opt-ins, blog posts and advertisements are great places to tease with compelling information.
While potential customers want to feel like they have a choice in what they do or buy, too much choice can overwhelm your buyer and cause you to lose control in the sales process.
Before you do any sales or marketing you should map out the steps you want to take each customer through. While not all will follow and some will jump ahead, having this planned out allows you to guide potential customers to the decision you want them to take.
In a service-based business it could be having a few core packages, memberships or services with the ability to customise or value-add further should you need too. For online product-based businesses it could be having a clear category headings and links to the most popular products from your home page as opposed to listing all products immediately.
By having limited choices buyers can quickly determine the products or services most relevant to them, or what their next step needs to be without being overwhelmed by information. It also means you can use sneaky call to action tips to help boost your conversions.
Keep in mind that too much information or too many choices can stall the buying process and even drive them to a competitor who keeps choices simple. This is particularly important for websites and sales meetings.
What are some ways you can be more compelling in your sales, marketing and copywriting?
Amanda is the founder of Velocity Media and Communications.
