Increasing sales, and therefore your profit, is the life blood of any business. It's the same for internet marketing, a home-based business, small business, as well as giant firms. Sales go up. Sales go down. Our goal, of course, is to find out what makes the numbers go up.
Have you ever done something one way just because that's the way you've always done it, but deep down sense there might be a better way?
We get so excited about our product we tend to concentrate on its features and benefits. As far as we're concerned, everyone should have it. And so we go about doing our dead level best to show how our product is better, cheaper and more wonderful than any of the competition out there.
But there is a more effective way.
Change Your Focus
There is one question we need to ask. In fact, it's so simple, we tend to miss it. The question is six words: What does my customer really want?
You can agree with me, can't you, that when someone goes shopping for a shovel, he doesn't just want a shovel, his need may be to dig a hole. Well, in that particular case, what your customer really wants is a hole in the ground.
Therefore, rather than concentrating on your product, wouldn't it make more sense to concentrate on your customer and the need that is below the surface? Rather than thinking about why your product is so great, think about what it is your customer really needs, and redirect your focus to meet those needs.
Sell the Sizzle
You've heard the phrase, "Sell the Sizzle." That's exactly it. Your customer doesn't just want a slab of bacon. Your customer wants something that tastes good. And, if it smells good enough, he'll eat more than just one slice!
Freshly Baked Cookies
In the real estate business, brokers often suggest that the seller bake a batch of cookies just before an Open House. Why? Because the buyer wants a home not just a house. The aroma of freshly baked cookies as you walk in the front door is irresistible. In fact, this one little tip could make the difference in the client purchasing your house rather than the one down the street. You've simply added the desirable aspect of family, comfort and "home."
Cosmetics Appeal
In the cosmetics business, women don't just want more make-up. No, they want to look better. They want to feel attractive . . . hide a few of the imperfections . . . get a compliment. In fact, Charles Revson, creator and manager of Revlon for over 50 years, said it best, "In the factory we make lipstick, in our advertising we sell hope."
Pain Relief
In pain management advertisements, you don't see an elderly person being shown a bottle of pills for arthritis. No, you see them lifting their little grandchild up in the air. What they really want is more than relief from the pain. They want to enjoy life with their family.
Selling the Farm
Back in the 1800's, Daniel Webster an American statesman, was asked by a friend to auction off his farm.
"Neighbors," he said, "we're not auctioning Tom Brown's 34 good milk cows . . . or 80 acres of fine land . . . or a sturdy home that's seen 20 winters."
"No," continued Daniel, "I'm offering you the chance of biting into a red apple with the juicy sap running over your lips . . . the smell of new mown hay . . . clear mountain steam water on your table . . . the crunch of snow under your feet . . . and the best neighbors in the world."
After he was finished, bids from the townsfolk came pouring in - because Mr. Webster knew what his prospects really wanted!
And so, as these five examples suggest, let's learn from the experts. Let's stop concentrating on the product. Let's start concentrating on the customer. The question should always be, "What does my customer really want?"
It's a simple change in focus and easy enough to make. If you will combine the benefits of what you're selling with what your customer really wants and needs, you'll not only gain more satisfied customers but experience a nice increase in profits as well.
Joyce Racine, internet marketer, specializes in an easy, step-by-step process to make it possible for both the internet novice and the expert to succeed online. Request Free Money Making Video www.OnlineBusinessBooster.com
Tags: business, advertising, marketing, internet marketing, sales, home-based business, profits, profit