Know Your Customers Like a Stalker (without being creepy)

By | buyer objections, marketing, sales, Sales and Marketing, tools | No Comments

Knowing your audience inside and out is essential. It’s the key to knowing how to approach them, understanding their problems, and eventually closing the sale.

Some of the greatest products are created by people who had a problem themselves, and worked out a solution. They share so many characteristics with their audience, it’s easy for them to connect with potential buyers, and they go on to sell millions. But we don’t always get to market products and services that we’re intimately familiar with or passionate about.

When I was contracted to rework a landing page targeted towards people in need of international and cross-country vehicle transportation, I knew NOTHING about the market. If I was going to successfully sell this service, I was going to have to get to understand what made people who are in search of such a service tick.

If you are unable to understand and connect with your audience, and if they won’t listen, well, you’re screwed.

Below are a 3 tools that can help you understand your audience, which will help you excel in all areas of your business.

  • Quora – Quora is a social questions and answers that brings people together with similar interests, and covers just about every niche you can think of, and more. Plug your niche, product, company name, or competitor into the search field (registration required), and in most cases it will return a string of different conversations, all with deep insights into what your customers are thinking. Particularly, what concerns and fears they have. Yahoo! Answers is a similar service, but not as well organized.
  • Quantcast Quantcast is my favorite tool out of all these, and although I have no idea how accurate it is, it has yet to steer me wrong. Quantcast won’t provide you with your audience’s deepest most secrets, but it will give you a general idea of who they are. Simply type in the URL of one of the leaders in your industry, and you’ll be presented all kinds of interesting demographic info (age, gender, ethnicity, education, etc), some of which is sampled here:
  • BoardReader – It’s amazing what people will reveal when they’re in their comfort zone. Niche forums are a hotbed for niche product discussion and general banter, both of which can be very useful. The general banter will help you define your tone when talking with your audience, and the benefits of observing product discussion should be pretty obvious (I hope). BoardReader aggregates discussion board content into an easily searched, regularly updated database.

These few online tools will make researching your audience easier than ever before. Don’t be afraid to get involved in the discussion. Can’t find the answer to your question in what’s already being discussed among your customers? Just ask!

Get involved as a peer, not as someone selling something or a creep, and they’ll give you everything you need.

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Your Customers Don’t Trust You

By | buyer objections, marketing, sales, Sales and Marketing, trust | No Comments

The headline of this blog post isn’t exactly accurate. If they’re already your customers, then you have, in fact, gained their trust. And earning your potentials customers’ trust is half the battle. The other half being that your customers have a problem, and your ability to properly convey that you have their solution.

After all, you are a salesman (or you should at least be thinking like one), and salesman are notorious for being scoundrels. A lot of us are actually pretty good guys and gals, even if the average person doesn’t tend to agree. So you’re going to really have to work for it.

Trust Must Be Earned.

Even well-established brands like McDonalds and Wal-Mart spend millions each year on marketing campaigns that aim to build trust with masses of consumers. Your brand and/or product is not different. You too must build rapport with visitors to your landing page or website if you expect them to hand over their credit card information, or even something as commonplace as an email.

You may not have a multimillion dollar ad budget to spend on TV spots and billboards, but you too can build trust and sell like the best of ‘em. Not only can you, but you must be able to effectively build trust with prospective customers if you hope to succeed in any kind of business.

Identifying and Overcoming Buyer Objections

In order to gain trust, you must be successful in overcoming all objections, either by addressing them directly or increasing the perceived value of your offer so dramatically that some of their objections suddenly become insignificant. Though I will say you’ll have much more success with the former.

Before you can figure out how to gain their trust, you must first identify what reasons they have to mistrust you or what you’re offering. These are what we call “buyer objections” and they’ll vary dramatically from product to product and customer to customer abapentin medicine. This is where it really helps to get into the head of your customers, which is an art in and of itself.

Tip: If you segment your traffic into distinct demographics, you’re going to have a much easier job overcoming specific objections as opposed to attempting to tackle ALL objections ANY of your customers may have.

Some buyer objections will be universal, like “can I trust this individual with my information?” While others are going to be specific to your offer, such as “is this product really capable of delivering X?”

Do you know what specific buyer objections are preventing you from making the sale? You better find out.

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