How a Simple Question Can Get You More Leads, More Clients, and More Money

When you are engaged in sales, you probably know that the key to success in such field lies in giving people what they want—so what you do is give the products and services that would ease their fears, solve their problems, and help fulfill their dreams. Of course this is possible if  you get them to pay attention to your advertising. All you need to do stand in their shoes and think what product or service would you want to get. It is always vital that you understand your product or service from their viewpoint. That’s not always easy to do. But as a starter, here’s a simple question you can use to help you get there.

“Why Should I Care?”

Not all people like to be sold so they will do what they can to avoid it at all costs. This usually includes not looking at anything that even resembles the feeling of being “sold”; from changing the station or channel on the radio or TV, automatically “tuning out” mentally when salesmen talk to them, and sometimes they do even being less than polite acts… such as by hanging up on them or slamming doors in their faces.

We all know that experience since as consumers, we’ve all been there and felt that “I don’t care!” feeling. But what you really need to know is that as a marketer, that “I don’t care” attitude opens the door to a solution that you can use to get your target audience to look, listen, or click.

All you need to do is just to turn that “I don’t care” around into a pivotal question: “Why should I care about that?” Then the next step would be to apply the question to your advertising copy, your pitch, etc.

What Customers and Prospects Care About

So, let’s say you run a pool cleaning business. You can have the title of your website as “Andy’s Pool Cleaning—Pool Cleaning Experts in Townville” and that’s not even a bad name because if you’re the only pool cleaner in Townville, it will work just fine. People will definitely call you and then hire you.

However, what if you have competition?

In order to answer that question, one good rule that you should follow is this: The more competition your business has, the better you should make your advertising copy. That goes for your website copy, your direct mail—all of it.

Here is a fact: your clients, customers, and target audience– all of them– don’t care at all about how excellent your company is. They don’t care about the high-tech features of your product or the high quality of your service. They never really thought in that way and they definitely don’t buy from your company in that way.

Instead, people buy for rational reasons (i.e. great features, professional service), and they also buy for emotional ones such as how a product or service benefits them, solves their problems, etc. If your copy is simply focused on features, quality, or expert this-and-that, then you are wasting time and money.

The solution is to figure out what emotional need your product fulfills for your target audience and then structure your copy so that it appeals to that emotion. In short, you’re looking for the things that benefit your customers from their point of view.

However, It’s not always easy to put yourself into the customer’s or your prospect’s head (or heart.) But it’s not impossible either. One way to do it though is to ask yourself, “Why should I care about that?” While you are writing your copy.

Let’s go back to our example of the pool cleaning website title earlier:

Andy’s Pool Cleaning—Pool Cleaning Experts in Townville

Why should I care about that?

Because we can keep your pool really clean.

Why should I care about that?

Of course, so it stays clean.

Why should I care about that?

If we do it for you, you don’t have to spend your time cleaning it; just jump in.

See what I’m talking about? It helps you determine a strong benefit to the prospect—something that appeals to them emotionally. (In this case, it would be ease, less work or relaxation). It gets you thinking not about what your product or service is or does, but what it means to them.

It’s always about what the prospect needs and wants. What is a prospect? A “prospect” is anyone—a lead, existing customer, prospective employer—from whom you desire a particular action or reaction. It can be a friend or significant other that you want to “sell” on a particular event or activity.

If your current promotions are not bringing in enough business, it means that you might want to have a look at the copy you’re using. Go through it starting from the headline down, anywhere where the copy is about the features or quality of your product or service. Then ask yourself, “Why should I care about that?” and keep asking it until you arrive at a key benefit to the customer. Then re-work your copy to push those benefits.

This question will help you to better gauge what’s important to them. It will improve your success in any area in which you apply it.

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the Online Alliance

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