Do
You Want To Sell More? Then Stop Trying To Be Everything To Everybody!
By Eric Graham
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 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
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