And what you have to do to make sure you don’t fail.
If you sell anything in the marketplace, whether goods, services or information, then you have to be sure you always answer these 6 questions every time you send out any marketing material.
If you don’t, then you’ve made it easy for your competition to eat your lunch. Every day, easier and easier.
So, what are these 6 questions and why are they so important?
Let me tell it to you this way:
- It costs too much. Of course it does. And if it didn’t, why would you want it?
In reality, things cost about as much as anyone will be willing to pay for it.
Of course there is a limit or bare minimum you should be willing to accept, but no upper limit. If you can make the case strong enough.
You’re job is to paint such a picture that the price becomes a non-issue.
- Why do I need it?
This again, is up to you to present your product or service as above all the rest. There is a virtual plethora of businesses offering just about anything you want under the sun. You better have a good answer, well thought out and stated, why the future customer you’re sending this message to needs it. If not, you’re wasting your time on this business and might be better off doing something else.
- Why is yours better than your competitors.
This is where a well researched sales letter can tell that story with aplomb. The point is to put your thing, or widget, so far above your potential competitors that you become the only logical choice. If you can’t do this, then maybe it’s time to seek the help of a professional copywriter and get them to help you differentiate you from “all the others.”
- I want it, but not now… maybe later.
Have you done the job of making it “irresistible?” Is it presented so the prospect has found out about you just at the moment of least resistance? Did you send your message to a crowd of hungry buyers, or did you just grab the first thing available and throw your money away?
If you aren’t taking the time to find your perfect customer, client or patient, then once again, you have flunked the first grade of marketing. Know who you’re ideal customer is before writing that ad, sales letter, or marketing piece.
If you don’t do this, you’re just throwing good money after bad. That will not do if you hope to remain in business for longer than next week.
- Suppose something goes wrong. Can I trust your company to take care of the problem?
I don’t know about you, but as I age, this is one of the most important points that comes into my mind every time I spend money on a mid to high-ticket item. I’m sick and tired of getting the brush off if something goes wrong.
What have you done to make the prospect feel that everything is under control, and if something does go wrong, you will have nothing to worry about?
In fact, this should be top of mind when you write that next ad, set up your next appointment, or take that next phone call to sell your product. Nothing else will matter if your customers don’t trust you to do what you’ve promised.
Which brings me to number…
- Why should I trust or believe you at all?
I mean, really. Why should they trust you at all?
Have you got a long list of testimonials from someone just like them? Are you easy to find online in top reviews or can they call the BBB and get a stellar review from them?
When was the last time you contacted one of your customers and asked them, by phone or in person, how everything is going and whether there is something you could do better, now or in the future, to keep them as your preferred customer, client or patient?
Some things to think about, and then act on, the next time you plan on getting more of what keeps the money coming in. And it’s about time, if you aren’t already doing it, to send out that next carefully written sales, stick or follow up letter and check the pulse of your customers, clients and patients.
You may be surprised what you find out when you take the time to ask.
And remember to always, always, always ask these questions when writing your sales materials, post cards, or placing a newspaper or online ad. It is that important.
Until next time, warmest regards for your continued success,