Sell not the properties, but the benefits of your product.
“People buy things not for the sake of the things themselves, but for the sake of what these things give them.” Dan Kennedy.
Many people know an example from Kotler’s marketing bible about holes and drills. When people buy a drill, they don’t need the drill itself. They need holes in the wall. The result, not the tool itself.
Remember, once there were slide rules and scores? With the advent of calculators, they disappeared from the market. It turned out that people do not need a slide rule or score. They need the ability to quickly calculate.
Company Virgin Airlines advertised not flights, but a comfortable movement from point A to point B – and won back a piece of the market from the giants. Successful law firms do not sell legal advice – they sell peace of mind. Successful security systems vendors sell a sense of security and safety. The same is selling Volvo. What are you selling?
Testimonials from your happy customers greatly increase the conversion rate of any advertising message. People believe what other people say about you many times stronger than what you say about yourself.
Disney: “The best way to be successful in your progress is to make people stop telling others about you.”
Dan Kennedy: “What others tell about you will be 1000 times more credible to the public than if you tell about yourself.”
Reviews – one of the fastest ways to gain credibility. Therefore, you simply must collect feedback, and do it systematically.
The main purpose of the reviews – the closure of typical objections of customers. When you sell something face-to-face or by phone, with the help of certain technologies you have the opportunity to identify any objections of a potential client: voiced, unspoken, false and true. Your advertising text has no such opportunity! Therefore, ideally, for each type of objection, you should have a corresponding review. Better to have reviews with photos. In addition, it is useful to indicate the contact information of the author of the review: telephone or email. Very few people will call / write, but having the opportunity to contact the author of the review increases the conversion.
Give warranty or warranty.
If you do not give a 100% guarantee for your product, then you yourself are not 100% sure of it. But how to instill this confidence in your potential customers, if you yourself do not have such confidence?
Usually the warranty increases sales. Of course, the best guarantee is a full refund. There are even cases when the company guarantees the return of money more than the customer spent on the purchase.
Of course, you will have such customers who will buy your product and return it by taking advantage of your guarantee. But in most cases, the increase in profits due to this guarantee many times overlaps losses from returns.
Of course, there are markets where moneyback is impossible for objective reasons. But you still need to give some kind of guarantee. This may be a guarantee for additional service. For example, free maintenance and technical support for three years from the date of purchase. Think about what guarantees you can give to customers in your business, and start providing them.