Creating a Compelling Reason to Purchase Your Product.
This is the next phase in the buying process. If you missed the first part of building a relationship with your customer, click here to see the first phase of the buying process.
Once you have established the relationship with your customer you now need to take them through the process of understanding your product and why your product will take care of their problem, pain point, or challenge. The need to have your core values in place comes up once again. It will directly influence what you say when discussing your product or service.
For example: if your core value is to increase your bottom line you will stop at nothing short of illegal to kill off your competition but if your core value is to have the customer find the best possible solution you would be willing to offer a someone else’s product or service to the buyer. These two opposite extremes will dictate your sales copy, your Features and Benefits, and how all of this is presented. Be careful as you proceed that your moral compass is aligned correctly. You can have tons of success and make a fortune but at the end of the day, if you have [manipulation article hyper link] manipulated your customer you cannot create a legacy you can be proud to leave behind.
That said here is how the process works.
Your customer is looking for two things, an emotional reason to say yes and then a logical reason to say yes. It now becomes important when crafting your message to walk the customer through all the questions that they will possible raise in why they need to purchase or why you are the only option. The format goes as follows:
First, identify the problem that the buyer is experiencing. You then offer the solution to that problem.
This process would be repeated as many times as you can identify the problems and the solution that your product offers. There are literally 100’s of 1000’s of examples all over our world in the form of marketing. Weight loss is an easy one to pick on so let’s go there.
In this old ad, they hit a couple of problems within the first line.
“Excess weight may ruin your health and your looks too.” Problem 1: You aren’t health. Problem 2: You don’t look good. Solution: Lose weight. Support 1: Others did it so you can too. Support 2: No risk, money back.
There are so many other Problem > Solutions built into the copy. As you dig you can find the support evidence of how it changed others’ lives, it is safe and approved by doctors, and on and on. It also identifies other common problems that come along with dieting, such as starvation and the solution is that you don’t have to starve yourself with this product. If you continue to dissect the ad you will see that the core of this could be listed as what problems the customers are asking and then the solution that the product provides. Ultimately, they want to convey that this is the only product that provides a solution to the problem. “If you don’t do this, don’t do anything else.”
Apply this to your own organization. The way to do this is to create a couple of lists.
- List out the problems that your customers are dealing with.
- Next, to the problems, list out the solution your product provides
- List out your Features and Benefits that your product provides.
Once you have the list. You match up what feature or benefit creates the solution to the problem. This is a great tool to figure out what your copy needs to say. The next thing to do is create compelling copy that highlight the list you just created. Once you knock this out of the park you can come to your first test of whether your buyer is going to buy. Thus entering into the next phase of the buying process.
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