How To Create A Burning Desire To Buy With Your Small Business Marketing
By: Charlie Cook
You could be generating 50% to 100% more sales with your
marketing. How? By working with basic human nature to convert more of your
prospects to customers.
Each week 100 or 1000 people visit your web site or read your small
business marketing materials but only a handful of those are contacting
you. You can double the number of people who buy your products and services
and double your profits.
The biggest mistake made by small business owners is that they treat
marketing as if it didn't need to follow basic rules of human nature. It's
like trying to force feed broccoli to someone who hates vegetables or
trying to get a vegetarian to eat roast beef. Similarly, it just doesn't
make sense to try and force your prospects to do something they don't want
I'm amazed at how many people throw away huge sums of money on a marketing
strategy that continually frustrates them and doesn't bring in the sales
they need to grow their business.
Here's the simple truth about small business marketing. If you want to sell
to people you need to take into account basic characteristics of human
nature. You can't just get your name out there or get the name of your
product out there and expect clients to flock to your door. This marketing
strategy doesn't work for small business owners and it won't work for you.
The good news is that it's not complicated or confusing to market your
business successfully and close twice as many sales. All you need to do is
understand a couple of obvious things about human nature and apply them to
marketing your business.
Effective Marketing Is Based On These 3 Rules of Human Nature
> First Rule Of Human Nature:
People are attracted by solutions to their problems
Your prospects want to know what your product or service will do for them.
They want to know if it will help them solve a particular problem.
Your marketing should lead with the product benefit and then go on to
explain more about how your products or services help them and you'll
capture their interest. Lead with pricing, obscure product names or too
much technical detail and you'll l0se your prospects. Their overriding
concern is how your products or services will help them.
> The Second Rule Of Human Nature:
Think about your own purchasing behavior. What do you do when you're
looking for a new computer, a new lawyer, a new investment, or a new
graphic designer? You may have seen an ad that attracted you or visited a
web site that looked helpful, but can you remember where?
Most people take some time to make their decision, often weeks or even
months. Even if they've read your marketing materials and even if you've
got the perfect product or service for them, your prospects are most likely
going to forget you exist.
80% of potential new business is lost because small business owners don't
have a marketing strategy for following up with prospects. Each time your
prospects hear or read about another similar service or product your
information gets pushed further down into the recesses of their brain.
Eventually it just gets forgotten and you've lost the sale unless you have
a strategy that helps them remember your products and services.
> Third Rule of Human Nature:
People want to be confident they are making the right decision
Whether you're buying a new car, a new computer or l.egal or financial
services, you want to know that when you make your purchase you'll be
satisfied with the products or services you buy. Your prospects are the
same. So how do you help them trust you and your products and services?
Give them proof!
Prospects want to know if your products or services worked for others and
if they'll work for them. When you use referrals, testimonials and 'test
drives' you provide proof that helps them feel confident in making their
Common Sense Small Business Marketing
It's common sense to base your marketing on these three rules of human
nature. If you want to increase your sales, you need to give people the
information they want and need to buy from you.
2006 © In Mind Communications, LLC. All rights reserved.
The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the FrŽe Marketing Plan eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com