You have a product. You know it’s great, but it isn’t selling. What gives? Let’s take a look:
Who are you selling to? And please, please, don’t say everyone! You need to zero on exactly who you are targeting, and make sure that the product encompasses exactly what they want. Not sure what your customers want? Ask them. Send out surveys, organize focus groups, conduct phone interviews. Knowing your target market is a crucial piece of the puzzle.
Clear, concise and compelling – that’s they type of content customers respond to. Whether it’s on the sales page of your website, an email campaign or an ad, remember to be straightforward instead of cute or catchy.
This is your chance to make a good first impression. The purpose of a headline is accomplish 4 tasks:
- attract attention,
- speak to a specific audience,
- deliver a complete message,
- compel the reader to continue reading
Every time you write a header, regardless of the medium, try to check off as many of those 4 tasks as possible. The more you can check, the stronger the headline, and the more likely you are to see results.
Demonstrate the need for the product. What problem are you solving? Why does the prospect need your product. Once the need has been established it’s time to dive into the solution.
Focus on the benefits your product offers the customer. Now listen up, because this is important: There’s a big difference between describing the product and highlighting how the product benefits your customer. How will this product affect their lives? Will it save them time? Save them money? Does it allow for added comfort or ease? These are the types of benefits that people want to identify with.
All of these tips are important to keep in mind as you strategize your content, create your marketing calendar, and identify the sequence of distributing the pieces of content. As you work these tips into the content flow of sales funnel you will begin to see more customers taking action.
And if I can be of any help during the content creation process, or if you have any questions at all, please contact me, I’d love to chat with you!
Image courtesy of pakorn at FreeDigitalPhotos.net