If you want to sell something, you really need to understand what moves people to buy. What drives them to take action? Until you can understand what moves people towards action, you can’t create effective marketing and sell.
There are three things that effective marketing does. It introduces someone to you if they’ve never met you, getting your name in front of prospective customers. It lets them know that your product, service, or business exists.
Marketing also gives people the opportunity to get to know you better. It lets them dig a little deeper, understand your brand, know what you offer, and why you might be a good fit for them.
Finally, it offers them the opportunity to buy from you or work with you.
Let’s look at each of these steps and how they lead a buyer toward deciding to buy your product or service.
Your prospect’s first introduction to your business and the impression it makes is the first step in the journey. Consider the following example.
Let’s say you’re driving down the street and see a big sign advertising a new restaurant. The sign is prominent, colorful, and beautifully designed. The restaurant looks cute. Well decorated. What’s
more, pictures in the window show that the restaurant serves the kind of food you like. You think, “Man, that looks good.”
Now you know that the restaurant is there. That’s the first part of advertising. They put out a sign; you’ve driven past and seen it and are now aware it exists.
When you advertise your business, be sure to capture your target’s attention as quickly as possible by making an attractive offer that touches on what they need and how you can provide it.
Now that you know about the new restaurant, you may think, “You know what? I’m going to go and have dinner at this new restaurant.” When you walk in and take a seat at your table, the next is to look at the menu.
Now, there are many different types of menus in the world. There could be a menu that says ‘hamburger’ or explain what it is. Maybe it says that their burger is two beef patties with special
sauce, shredded lettuce, American cheese slices, dill, pickles onions on a sesame seed bun. You know what to expect because someone has done an outstanding job explaining what’s in the burger.
The menu could have a little icon that says, “People love this the most” or “This is the chef’s recommendation.” So there’s a little testimonial there or something that says, “Hey, this is our big thing.”
Good advertising is like a perfect menu. It has super-enticing pictures showing people what they want to see. It is all about understanding what moves people to make decisions and guiding people’s choices around the different items on the menu.
And now we’re ready to place an order. But if we’re sitting there at the table just waiting and looking around and nobody ever comes to take our order, then we don’t have a way to say, hey, this is how I would like to work with you, and this is the product or service I would like to buy.
But a restaurant gets that they can’t just leave you sitting at the table looking at their fabulous menu. They have to send someone over to say, what can I get for you today?
Your advertising needs to ask people to take action to buy or subscribe.
That’s really what your business looks like to your prospective customers. You have to have the big sign out front that says, “Hey, here I am.” You have to describe all the things that you do and who you are, who you serve. Testimonials that say why people come to you. But it can’t stop there because you haven’t said the magic words, “Can I take your order? Would you like this product or service?” You have to make an offer to sell.