There are your loyal client-base that you communicate with on a regular basis who are always interested in what you’re selling, what’s new on your market, and your product’s ability to ‘solve’ their regular, life challenges and problems (because a loyal customer remains loyal if you’ve already been able to help them). But what about those who feel that your products/services won’t solve any of their problems? These we will refer to as ‘The Others’ …
‘The Others’ are those potential customers who aren’t in your market (yet). They might feel that they don’t have a problem you could solve, or they might think that their problem isn’t great enough to warrant their time and money. They might also presume that what you’re offering isn’t good enough for them. They haven’t engaged with you or any of your competitors yet so they’re not waiting for some fantastic deal. So how do you show them that they ‘need’ your help?
First rule of thumb says you need to stop advertising by comparing yourself to your competitors. They don’t really want to know the difference anyway, so you’re just wasting your time and energy on something that will get you right back to exactly where you are right now. Remember, these people don’t believe they have any issues to solve – and you now have to convince them that they do!
The human mind is an amazing place! Just watch politicians use propaganda and you will see how easy it is to influence the mind. It’s a skill you pick up, but for now you’re only trying to convince people that they need your services – you’re not doing anything crazy like trying to take over the world! So how do you sell to people who haven’t been ‘bought’ yet?
The trick is to get them to make a new decision based on new information. Show them a new side to you – and make sure it’s your good side! Powder up and convince them that they need you. A good idea is to pick out the ‘best’ kind of problem your product/service can solve and to make it sound ultra spectacular (say it like it is, of course!). So just for the record, the world needs loads of happiness, tons and tons of extra time, and even more peace of mind.
Offer these and you’re good to go. Sure as a beautiful bank account, ‘The Others’ will come. The best news for you right now though, is that we know somewhere you can find peace of mind and enough extra time to make yours the happiest business alive! We’ll locate these ‘Others’, and send them straight to you – and with beautiful bank account attached. Contact Digital by Design for all your digital business needs.
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