If you’re like many small business owners, you probably don’t like to sell. It makes you feel a bit cheap, kinda like the ubiquitous used car salesman depicted in movies. But as winning new clients is the lifeblood of any business, how can you be successful without having to employ all kinds of questionable sales tactics?
The answer lies in what I call emotional marketing. Not just any kind of marketing, but marketing that hits an extremely sensitive button with your prospective clients, a button so hot that they are absolutely desperate to resolve it. When this happens, they’re ready to buy without being “sold” and you don’t have to worry about implementing all kinds of shoddy sales tactics.
To do this, you’ll first need to identify:
1. Your ideal client. Not just “anyone” but the type of person or company who will most benefit from the services/products you sell. Don’t be afraid if this narrows down the market considerably, you want to drill down to a very small niche of those who will get life changing results from doing business with you.
2. The problems or issues that are of greatest concern to them (that your service/product can solve). The ones that they worry about, day and night. The challenges that, once resolved, will make a significant difference in their lives or their businesses.
3. How you can help and the results they can expect from hiring you. Connect the dots for them, make it easy to see how possible it is that their problems CAN be resolved.
4. What makes you different and better than the competition.
5. What makes you credible. Supply them with loads of testimonials from clients just like them, who were experiencing the same type of problems they are, that you successfully helped them to resolve.
6. How they can contact you and make it easy for them to reach out to learn more.
Emotional marketing will help you eliminate the need for shoddy sales tactics. Instead, it will bring prospects to your small business, ready to buy.
To learn more about how emotional marketing can help your small business, check out my Small Business Profitability Program.
Susan Martin, Business Sanity
