Teach, Don’t Tell The Vast Value of Educated Consumers
In today’s marketplace, being the best at what you do isn’t good enough.
including images in text increases a person’s ability to retain information by as much as 55%. If your current marketing is heavy on words, it’s time to refresh your approach in ways that open a person’s eyes and wallet. REMEMBER WHO YOU ARE. Above all, never neglect to acknowledge you’re a consumer yourself. What kind of marketing tends to attract your attention? Are you drawn to humor, or do you react more to a serious or emotional message? When a salesperson contacts you, are you interested in learning about every facet of their company or services, or do you just want the most pertinent information that speaks to your immediate needs or interests? Before launching a new campaign, consider how you’d explain what you’re selling to a neighbor or family member. Would you stuff your overview with eye-glazing industry jargon or make your words succinct and easily understood? Never forget you’re a customer selling to other customers. Genuine empathy and education will always win their trust — and money — better than any flashy gimmick or overblown explanation ever could.
Whether you’re selling granite or grapefruit, persuading consumers to purchase your products is the only way you’ll thrive and survive in business. While this statement is far from revolutionary, capturing a consumer’s trust and loyalty is a constantly shifting goal more difficult to achieve today than at any other time. You may have the most outstanding product or service in your industry, but your marketing efforts will likely falter unless you accept two hard truths about selling in 2025: 1. Consumers are bombarded with marketing attempts virtually every moment of every day — including your competitors’ — and your costly campaign can be buried in a mountain of cyber clutter in a millisecond. 2. Nobody should ever be expected to remotely care about what you’re trying to sell them unless you educate them on why they should. So, how do you maneuver through the mire and gain the attention of consumers? It’s time to skip traditional ads and transform your company into an educational resource for your customers! Here are three tips to help you turn your sales tactics into opportunities to train your customers to view you as the definitive go-to for their needs. DON’T RESIST GIVING AWAY SOME OF YOUR STORE. Every product for sale is a solution in search of a problem. If you want a consumer to fully understand why your product is the best answer to their concerns, merely telling them about it is one of the worst things you can do. Instead, show them why your solution matters. Nowadays, it’s increasingly common for companies to post blogs, white papers, or webinars on their websites or upload brief informational videos on YouTube offering expert tips on addressing their customer base’s areas of need. Don’t shy away from providing free expertise and advice before a sale, as giving an interested consumer a solution in advance may lead to greater sales — especially if your presentation leaves them with questions they’ll contact you to answer. In the current landscape, tomorrow’s sales often result from your ability to position yourself as a trusted resource today. USE PICTURES OVER PARAGRAPHS. When showcasing yourself to a potential sale, pictures will always speak louder than words. Studies have shown that
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