Rule
#3 – Show them you’re only human
No one likes to know they’re buying from a huge, faceless
corporation or a marketer who’s only interested in their money. That’s why in
recent years, big corporations have been giving their business a personal face…
to make their products and services more approachable.
You should do the same too.
Don’t be too stuck up with your target audience. Just
because you’re the expert or authority in this subject doesn’t mean you have to
act that way. Put yourself on the same level as your customers, and bend over
backwards for them.
Don’t try to put on a “professional” front when doing a
business. Most people whom I’ve interviewed get turned off by unnecessary
professionalism. Whatever products or services we’re purchasing, we want to
know that there’s a human being at the other end selling it to us.
Joke with your customers, be candid, sincere and don’t try
to hide anything.
If you’re selling something cheap due to a flaw in the
product, tell them honestly what it is. Customers appreciate honesty. (This
concept is largely attributed to Robert Collier, the great copywriter.)
Rule
#4 – Market with your customers in mind
In other words, know them well like the back of your hand. I
always encourage my clients to create a concise and detailed profile of their
ideal target audience, including their preferences, budget and needs.
If the next product you’re selling is way beyond the budget
of your target audience, there is little chance they’ll buy it.
Instead, understand their needs and habits well… then adjust
your products and services to suit them. If you find that there’s demand for an
even more entry level product, go ahead and do it. If you don’t, your
competitors may be the ones taking the plunge.
When you’re marketing, drop yourself out of the picture
completely. Constantly ask yourself, “What do my customers need? What can they
get out of this?”
Concentrate on serving your customers to the best of your
abilities first, then your competitors second.
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