Have you heard that people buy emotionally and justify it logically? This also applies to how we connect with people. We usually connect emotionally first before we begin to find practical reasons why the connection exists.
Understanding these 3 simple ways and applying them would make you or your products more appealing.
- Build Connection: your ideal customers want to be able to connect with you so they can connect with your products and services. They want to know why you are offering what you are offering and “the why” makes what you are offering appeal to them even if you are offering a commodity. Here is an example, there are many shoe companies in the world, but a brand called Tom shoes became a global sensation because of their WHY.
They decided to give away one shoe for every shoe they sold to poor children in lesser developed economies. This decision was made because the founder travelled around some Countries trying to take a break after selling his previous Company and discovered there were children without shoes in the world. This inspired him to create Tom shoes.
Any time I travel through an Airport that has a Tom shoe stand, I am connected to the brand because of their story. To make your product or services more appealing, build connection with your potential customers by sharing your WHY.
- Show Competence: when you show competence, you are displaying or sharing why you or your team are best qualified to offer that product or service.
When you show competence, you talk about your academic qualifications, work experience or knowledge in that field or sector. I watched a toothpaste advert some time ago where a dentist held the tooth paste and extolled the product because of the expertise of the people who manufactured the product.
Once you have connected with people, showing competence makes them confident in you and your product or service offering.
- Make a Call to action: If you have done a good job building connection and demonstrating your competence, then it is time to go for the sale by making a call to action.
A call to action is an invitation of the prospect you are addressing to become a customer. A call to action should be clear, concise and move people to take action by purchasing your product or service. When you make a call to action, if gives a signal to the prospect that you are confident in what you are selling and motivates them to spend their money to buy!
If you are ready to make your product or service more appealing, use these 3 ways to create your new pitch or message and let me know how it helped you.
If you found this useful, you would also like my free resource; 5 ways to make more money this year. Download it HERE
