Step 1: KNOW YOUR AUDIENCE AND GET THEIR ATTENTION!
This is the fundamental principle for success in any form of communication. Who are you marketing to? Make some specific notes like working mothers, sales representatives, college graduates, etc. Visualize them when you plan your communication strategy. Now that you have a very specific audience in mind, think about what they want, what they need and how do they like to be communicated to. You can only grab their attention if what you say is something they want to hear. One important thing you need to keep in mind is to TALK to them. Avoid narratives. They are boring.
Think about how you’ve made your buying decisions. What motivates you to make that decision to buy? Most of the time, people don’t apply logic when they make their decision but tend to be guided by their emotions. This is what you need to bank on and market to their emotions.
When we speak of emotions, it usually gravitates to “what will I gain if I get this?” and “what do I lose if I don’t get this?”
Strategize your opening gambit. Play on the conflict. Now, what would grab their attention? Your opening statement.
- “HOW TO IMPROVE YOUR PRESENTATION SKILLS?”
- “ADD POWER TO YOUR PRESENTATION IN 5 EASY STEPS”
Which of the above two titles would motivate you more and why?
The title that would attract you is the one that addresses your problem. How do you know which one attracts your potential market? This is why it’s essential to study and KNOW your target audience.
Step 2: ADDRESS THE PROBLEM
Your marketing pitch should address your audience’s problem. One common mistake you shouldn’t make is the urge to rattle off the features of your product. They may be very innovative and great. But the point is – you’re not sharing information, you are MARKETING with a goal to sell.
Whatever features you plan to promote for your marketing should address the needs and problems of your audience. Market one aspect or at the most three main aspects of your product or service.
What problems can you anticipate when you’re marketing?
- First and foremost is the question, “Do I need it?” – Your responsibility is to make them WANT it.
- Secondly, “Can I trust you?” – Prove your credentials.
- Thirdly, “What if I don’t like it after I buy it?” – Proposition the solutions and benefits. Multi facet them. Provide a guarantee. But be sure you have done your research and validated it.
- Lastly, one of the most important buying factors, “Can I afford it?” – This should feature when you study your audience and market. Multiple payment options are a great way of enticing people to say “YES”. Build in a comparative long term savings analysis if you can. Break it down to smaller amounts. Presenting it as $5 per month may make it sound more affordable than $60 annually.
Step 3: SHOW THE SOLUTION AND BENEFITS, DON’T TELL
I believe what I see.
Whenever possible use visual imagery to present your point. Compelling graphics and images can often serve as the deciding factor for the success of your marketing plan. Use images, clips, or sounds that can captivate your audience and bring out the true value that they seek. Prove your point with a professional PowerPoint presentation. The easiest way to get started is to use a ready made presentation template.
If you can use mini case studies to illustrate the solutions and benefits, it’s a great way to validate your point. Moreover, you’re not just telling them the benefits. You’re showing them how people have actually benefitted from it. Make it short and to the point. You need to believe it to make it believable for your audience.
Customer testimonials are also another way. But be careful in using them because it’s very widely used and may not hold their attention. If you turn them around to be represented as reviews, it may hold a better ground.
Keep your presentation short and to the point. Don’t linger on. Keep them in suspense for too long and you’ll be in suspense wondering where your audience has disappeared. In some marketing strategies that people use, they spend a lot of time in building up the suspense leading to the buy-in factor that people get bored, impatient, and move on to the next thing. You’ve got to not only attract their attention but hold it long enough to get the buy-in as well. Show them just enough to help them make a decision or compel them to take a decision. If I like it the first time, there are more chances that I’ll remember it later and look it up, even if I don’t buy it now.
Your audience is telling you, “CONVINCE ME”. “SHOW” them “WHY”. Tell them “HOW”.
Step 4: PROVE YOUR CREDENTIALS
“Well, this looks promising, but what is the guarantee?”
With so many other companies claiming to offer the same or similar things as you do, what sets you apart from the others? What reasons have your audience got to believe in what you tell them? People buy not only the products and services you market but also your brand, your reputation and expertise. It’s important to show them that they can trust you.
Give them your credentials. They may be in the form of successful case studies, the extent of experience you have in the field, awards and recognitions, good reviews, or the people and companies (preferably widely known ones) that you’ve worked with and who have benefited from associating with you, your products and services. Polls conducted in a transparent way and through reputed resources are also another way of presenting facts to your audience. Let them know you are THE ONE – that you are the expert who can provide solutions to their problems.
Step 5: MAKE AN OFFER AND CALL TO ACTION
After hitting them with hard facts and gaining their trust, your job is just half done. You need to tie them in now. Present your offer. It may not be unique but your value proposition should be compelling to their needs and wants. Remind them of the benefits and solutions they stand to lose if they don’t cash in on the offer.
ACT NOW!
Chant the mantra. Let it seep in. Make it take deep root. Show them how they can take advantage of the offer. Make this as simple as possible. A process that involves more than three steps is likely to turn away people. Respect their time and simplify things for them. Simplicity in design, simplicity in solution. That’s your aim!
