The words ... Why are they so important? This is a good topic of philosophy for our future young graduates 😁 Why were some phrases, some slogans anchored in us and indirectly, we influenced to take this product and not another while they have the same characteristics?
Words have this power either to build bridges ... or to burn them ...
In this article, I'm going to talk to you about commercial hooks. Indeed, following a training on copywriting (the art of selling in writing), I applied an action plan on the sales pitches of my sales team and the results were excellent. I explain everything to you now.
Before, I made two big mistakes in writing the descriptions of commercial offers:
The first is that I described the product by listing all the characteristics. I was literally swinging all the documentation. It was heavy, indigestible and did not interest the customer at all. While this is information the prospect needs to know what he's buying, there are other ways to go. We will see it further;
The second mistake is that I put too much emphasis on our product, our image, our brand. Basically "we are the best, we are the most beautiful" ... that too, it does not interest too much the potential customer. AND when it interests him, it's not what will convince him to buy.
Recently, I came across Marshall B. Rosenberg's book, whose title is "Words are windows (or walls)".
I reassure you, I will not do you a reading chronicle. But briefly, the author tells us how to radically improve our speech and make our relationship truly authentic by having the right words and inspirational stories to tell. The goal? Get a better understanding of any message received and create enthusiasm and not anger, depression, worse indifference.
It is extremely interesting to see that this process is perfectly applicable in the trade. Indeed, you have a good product, features that should normally bring out the blue card convince the customer. Except that, magic does not work, they are not seduced. And for good reason, your speech is not captivating.
WHAT TO DO TO SELL
First of all, you have to make the customer want. And to make him want, it must highlight the benefits it could derive from the product in question (customer benefits). The prospect must imagine himself using the product. The more precise you are in the presentation of the benefits, the more the emotions of the client will convince him.
Better still, the more you describe your prospect's problems, the more he will feel that you alone can solve it.
Example 1
Instead of saying :
"MP3 player, HD sound, 4GB of memory, touch screen ..."
You could say:
"The music as if you were there during the recording (HD sound irreproachable). You will be seduced by the ergonomics and fluidity of the menu (touch screen). Take ALL of your favorite audio content wherever you go (4GB of memory). "
The second sentence describes the features, but emphasizes the benefits that the customer could derive from the product.
Example 2
Instead of saying: "Sale-Mark & Ting Bookstore: First bookstore on sales and direct marketing in France. More than 5,000 references on our site »
You will say rather:
"Whatever the subject of books you are looking for or the science you want to acquire, you will find your happiness among the 5000 references offered by Vente-Mark & Ting Librairie. "
The second hook is customer oriented, because you answer his research and his problem.
Always use the "You" to "We" and keep in mind that your customers are looking for solutions to their problems. So yes, when you are an authority in your field, it must be said ... but always giving the benefits that the customer pulls to choose you.
With this approach, you will increase your sales. Besides, do not hesitate to test to find the right angle!
YOU MUST THINK CONSTANTLY YOUR CUSTOMER
I know it sounds like harmless, but believe me, 90% do not do that when they want to sell. They are only focused on their product.
Then, below you will find 5 remedies that you must absolutely apply to go from a text and commercial hooks "without life" as I often say to my team to an argument that makes you want to buy! 🙂
@Simplicity: complex words and complexities have no place. You are not an editor, let alone a writer. To take you for Victor Hugo, it's totally counterproductive!
@Interest: your text, your argument (call it what you want) must be interesting in the sense that your prospect is hooked by what you say. And for that, you have to tell anecdotes, stories, use metaphors, analogies, positive images, because the brain loves it a lot! Thus, you can increase your chances of convincing your prospect.
@Clarity: the product you sell, know that your competitor sells the same. The customer today consumes a phenomenal amount of information. He is bombarded with advertising, constantly harassed by someone who wants to sell him something, whether by mail, phone, shopping, etc. You imagine that he does not wisely wait for you to come down like the Messi to introduce him THE PRODUCT 🙂 So what he does is compare, and what will make him decide is your message, your approach, the way you will present your product. It is therefore important that your message is clear.
@Seduction: There is a good chance that your client does not know you at all. If that's the case, it's very simple: your argumentation needs attention. Then, you inform him to arouse his interest and finally, make him be born the desire to buy. Because people buy for emotional reasons, as Zig Ziglar (famous speaker in personal development) so well says, "People do not buy for logical reasons. They buy for emotional reasons.
@Seller: Your goal must be clear. If you market a product, it is for the purpose of selling. By cons, ATTENTION not to return the image of a carpet dealer or a seller of crack (yes I know, the picture is not pretty 🙊) who absolutely wants to sell you sell his goods. Unfortunately, this is the case for many people.
Remember something that may seem surprising at first glance, but that is totally in the era of time: you can get everything you want from your customers if you HELP them get what they want!
Your role is not to be obsessed with selling, no, at all. Your goal is to get them to realize for themselves that your product is what they are looking for. Because to sell is NOT CONVINCING SOMEONE TO PAY, it is TO INSPIRE, TO MOTIVATE IT IN ITS DAILY AND TO BECOME BETTER.
** SMALL TIP FOR GOOD BEGIN ... **
Here. We are there, I explained to you in length, in breadth and across, that the choice and the impact of the words to sell are extremely important! So, when you want to write an argument, convince and persuade with words, keep in mind these two very simple steps to start:
List in a table all the general and specific arguments;
Turn each feature into a customer benefit.
If you have an e-commerce site, repeat the description of each of your products by applying this technique!
You will also be able to create descriptions that will only be found on your site. And that ... it's very good for SEO 💪🏽
Good! Once the tests are done, give me news and tell me what has changed for you, what blocks ... I want to know everything 😅
Okay ? Disagree ? Questions, suggestions? It is now ! I'm waiting for your comments.
If what I shared with you today has helped you to see more clearly, thank you for sharing this article so that selling becomes second nature!
Thank you ☺
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