Do You Want To Sell More? Then Stop Trying To Be Everything To Everybody!
I know you've heard this a thousand times, but from the looks of
things few businesses are following the advice¡
Far too many businesses (online or offline) define their target
market as ¡°anyone with a pulse and a wallet.¡± (Not always in that
order.)
You read their sales copy and it's the same old, walking on
eggshells ¡°corporate speak¡±, devoid of personality, writing to a
group style, as everyone else in their industry.
Sure. They're not going to eliminate any ¡°potential buyers¡±¡ But
there're not going to stand out from the crowd and get their
message noticed either!
You need to define your target customer as specifically as possible.
You should describe your customer in exacting detail. Not as a
group, but as an individual. Get a laser focused, clear and precise
image in your mind of one specific person. Know that persons sex,
age, marital status, wants, needs, educational background,
psychographics, demographics, geographics, technographics (level
of technological sophistication), understand their psychological
motivations, hopes, fears¡ Everything!
And then (and only then) write your copy directly to that person.
Craft your message to your target customer in a one-on-one,
person to person style, keeping this focused image of who you are
talking to clear in your mind.
So¡ You've clearly defined your target customer. Great. Now
you're ahead of 95% of the business in your market.
Do you want to know how to jump ahead of the other 5%?
(This next tip is something that very few top marketers talk about¡
But it just may be one of the most important activities you ever do
for your business.)
Clearly define who your customer IS NOT! Spell it out¡ Write it
down¡ Let the world know, exactly who you REFUSE to do
business with.
Eliminate the freebie
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seekers, bargain hunters, complainers,
whiners, price shoppers, deadbeats and time leaches (Michel Fortin
calls them ¡°Vampires¡±¡ I love that¡)
The first step in face to face selling is to qualify the prospect. So
I've never understood why so many businesses are afraid to do
the same thing when selling in print or on the computer screen.
Cowards!
Guess what? An amazing thing happens when you ¡°take
something away¡±. By stating (unapologetically) in your copy that
¡°This offer IS NOT for everybody¡¡±, ¡°¡only a select, elite few will
qualify¡¡±, ¡°¡unless you meet the following qualifications, you can't
beg us to let you buy this¡¡±, something magical takes place in the
sales process.
The dynamic changes, from YOU trying to convince the PROSPECT
that they need your product¡ to the PROSPECT trying to convince
YOU that they are qualified to buy what you are offering.
So, stop worrying about eliminating part of your potential market
by only focusing on your ¡°ideal customer¡±, the ones you eliminate
wouldn't have bought from you anyway. And by adding a bit of
¡°posture¡± to your copy, your conversion rates with your REAL
market will skyrocket.
Just remember this¡
If you try to be ¡°everything to everybody¡±, you will end up being
¡°nothing to nobody¡±.
About the Author
Eric Graham is the CEO of several successful online companies. Internationally recognized as a top authority on eCommerce, Website Conversion & Internet Marketing, he's an in-demand speaker & consultant.
Get expert tips, advice, news and commentary on improving conversion rates, split testing, web usability, copywriting, internet marketing and more. Just visit Eric's popular Blog: http://www.conversiondoctor.com/conversion-blog/
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