This is a guest post from digital marketer, Sarah Ambler, from Deep Blue Digital. Sarah specialises in the travel and tourism industry and I’m sure you’ll enjoy her post about persuasive writing techniques – it’s like selling but without the ick factor.
You know you need to sell yourself and your products and services to be successful… but the idea of being a salesperson fills you with dread. You picture a hard-selling car salesman or that gimmicky sales ad and think, hell no! That’s just not me!You don't need to hard sell your way to new business @deepbluedigi #copywriting Click To Tweet
Good news… you don’t need to hard sell your way to new business – that doesn’t actually work. What you need to do is listen, bond and care. You probably do these three things already in your everyday life, with your friends and family, but you just don’t realise you’re doing it.
We call this persuasion; the art of building a rapport and trust with someone, which then allows you to influence their decision-making process.
And this is how you do it:
Only try to sell to those that are a good fit for you and your business. There is no point persuading someone who isn’t. It will just end in a bad customer experience, which will hurt your business.
Don’t overcomplicate, be gimmicky or mysterious. Communicate clearly, honestly and effectively.
Know your customer.
To be effective, you need to thoroughly know your customer. They will only listen to you if they believe that you can see things from their point of view. Learn how they speak, what jargon they use, what they feel and experience and how it is affecting them, and you should never stop learning about them.
You have to care about your customers, if you don’t they will smell the BS and they won’t want to buy from you.
Speak their language.Learn the language your audience uses - persuasive copywriting techniques #copywriting @deepbluedigi Click To Tweet
Learn the vocabulary your audience uses; you should speak how they speak in order to build trust and show that you understand them. Different niches have different vocabularies based on their values and beliefs. Know the specific words they use to describe situations and objects.
Make a match.
The end goal should be to perfectly match yourself with your ideal customer to give you better, more targeted and happy customers. This will eliminate bad reviews, poor expectations and wrongful targeting.
Your goal in every customer interaction should be to provoke an emotion. Everyone has a hierarchy or set of criteria to everything that they do whether consciously or subconsciously. It’s important to understand that as it helps them to make decisions. You can do this by asking questions, for example; ‘What would motivate you to do X?’ ‘What would cause you to stop doing X, even if you had everything you needed?’ ‘What would motivate you to start doing X again?’
Don’t openly oppose beliefs and values.
You cannot change your customer’s beliefs or values by being openly opposed to them. But you can craft marketing messages that draw on those values and beliefs to help you build rapport and demonstrate understanding.
Approach objections head on.
People have a deep internal need to be recognised and they also feel shame which causes issues in your sales process without you even knowing, as your customer has an internal war with themselves. Let them identify these problems themselves by painting a detailed picture of their situation, then reframe their shortcomings as possible strengths – it’s not their fault, they aren’t alone, this is actually a good thing and there is hope in overcoming it. Lead them to feel inspired.
Tell your story.
No one likes blind advice. Demonstrate your own experience and tell your story of how you struggled with a similar problem and overcame it. The ‘if I can do it, you can too’ scenario. This also shows that you fully understand them and builds trust.
The most important point here is that you can do this but it takes practice. Practice getting to know people and identifying their vocabulary and hierarchy of criteria both in your personal and professional life.
So there you have it. You don’t need to be successful in ‘selling’ to be successful, you just need to know your customer and use that to build relationships and be persuasive. Once you’ve mastered the art of persuasion try your hand at other techniques such as ‘pacing and leading’, ‘storytelling’ and other advanced persuasion techniques.
About the author: Sarah is a digital marketer specialising in travel and tourism. Her business Deep Blue Digital provides online marketing consulting, training and services to travel businesses worldwide. In her spare time she loves to scuba dive, travel and blog about gluten free food and destinations.