How To Get More Customers While Building Goodwill In Your Marketplace
From The Desk of Charles J. Kelly
Dear Fellow Business Owner,
Would you like your advertising efforts to provide a better return on investment?
No doubt.
Would you like less friction in your sales process when customers become interested in what you are selling?
Of course.
Like many businesses in the marketplace you are probably, no intentional fault of your own as you likely just followed what everyone else is doing in your marketplace you are throwing countless advertisements in front of your marketplace and expecting them to buy the first or second time they see it.
Sure, that happens, but that is the exception, not the norm.
What if instead of being hyper aggressive like those car sales you see, ‘buy buy buy today!’ you softened the approach?
Don’t you think that would create a better relationship with your marketplace before people even become customers?
See the majority of your competitors are doing what I described above and being over the top aggressive in their advertisements and pushing themselves onto their potential customers.
By the way, that’s likely 80-90%, if not higher, of your competition’s advertising approach.
A better way to advertise and get in front of your marketplace is to create a strong bond with them before they ever become customers.
How Do We Create A Bond?
By demonstrating you can help your marketplace before ever asking them to buy anything.
Seriously. Just help your marketplace, which very few of your competitors are doing, and you will see higher returns in your advertising efforts and less friction when people enter your sales process.
See a lot of your competition thinks because they spend thousands on Facebook or Google Ads that they will just bring in new revenue no matter what their advertisements’ copy or images are.
So thousands of dollars spent and perhaps hundreds of thousands of advertisement impressions later they can’t figure out why no one is buying.
Because your marketplace is tired of having advertisements thrown at them that do NOT provide any real tangible value.
Instead, we can separate ourselves from the competition if we simply lead with value and then after that bond is formed with our marketplace we can present our products or services to them, which at that point potential customers enter our sales process with a completely different mindset.
Instead of a ‘what the hell is this person trying to sell me?’ our marketplace enters our sales process with the attitude of, ‘Hey, this person has helped me before and it was very beneficial so I’m sure their premium priced products or services are great!’
Think about your competitors. Who of them is leading with real tangible value?
Less than a handful, right? Exactly.
We do NOT need more short-term tactics or another YouTube video telling us the latest social media advertising hack.
If we simply lead with value, demonstrating we can help people by actually helping people, then we will separate ourselves from our competition.
So What Are Some Examples To Create A Bond?
Here are some ways you can create a bond with your marketplace before every presenting your products or services to them to buy:
Welcome emails: Send a series of emails to new subscribers. These should have the intent of moving those subscribers closer to making a purchase of your products or services while demonstrating the value of your products or services.
Educational Content: You can do this via on-demand training or a webinar, either one, but the intent is to demonstrate how your products or services help your marketplace.
PDFs: Customized PDFs on how your products or services will help your marketplace solve their problem(s).
Customer Stories: Showcasing current customers’ satisfaction in using your products or services, who had similar problems as your marketplace does.
Those are just a few examples of how you can separate yourself from your competitors in the marketplaces as the majority are NOT doing any of that.
As previously discussed in other articles, when you are just like your competitors the only thing that separates yourself from them is price and we never want to compete on price.
In the end, competing on price is a race to the bottom and the bottom does NOT have the high profits we want!
What Is Next?
Go out to your marketplace and demonstrate you can be of value to them ever before asking for their money.
But remember a couple of things.
One, our income is always (with very few exceptions) directly proportional to the amount of goodwill we have with our marketplace.
Two, the only reasons people do NOT buy from us is either they do not want our products or services or they do NOT trust us.
So as long as you are offering your marketplace products or services that solve a real problem then the only thing left for us to do is to demonstrate we can actually help them by actually helping them.
Now go help someone and let me know if you have any questions.