Do You Know How To Market and Sell Effectively Without Having To Resort To Hype?
So, be honest are you ever tempted to use hype and exaggeration when you market and sell just so you can cut through the noise and get your audiences to pay attention?
Seriously, all that hype does is annoy your prospects and customers.
“Prospective customers can smell hype from a mile away. They’re aware of the manipulation tactics of marketers. If the offer is too good to be true, sounds like a scam, or is too pushy, customers already know what to do: will leave and never come back”…….says Joshua Delos Reyes
What should you do instead ?
The answer is to be helpful and authentic.
Being authentic and helpful makes your statements more believable. Customers feel you’re thinking about their best interests. This will also set up your business for success in the LONG term because you’re building trust among your customers.
Authenticity can also help you stand out because being authentic is not common and it will bring a breath of fresh air to audiences.
How Can You Build Authenticity?
One way to build authenticity is by being straightforward.
Instead of saying “We’re a company that is committed to delivering 100% customer satisfaction,” you can just say “We offer a money-back guarantee.”
With a clear and straightforward money-back guarantee on your landing page, customers know exactly what you’re guaranteeing.
Being straightforward removes both hype and abstraction.
Another way to build authenticity and remove the hype is to write as if you’re talking to a friend or family member.
What happens if you use hype when talking to a friend or family? It’s likely they won’t believe you.
They won’t take you seriously. But if you stay authentic, they will believe what you say.
Anticipate Your Audience’s Questions
Aside from being authentic, being helpful will make your customers trust your business.
To be helpful, you must first figure out what specific kind of help they’re looking for.
You can answer their questions in your website’s FAQ section or right on your landing page.
The key is to put yourself in the audience’s shoes.
Then ask yourself what would be your main concerns about the product.
When you address their concerns, audiences perceive you as being helpful.
Tell True Stories from Your Satisfied Customers
Using testimonials is a way to take advantage of the power of word of mouth marketing.
Customers don’t want to make mistakes when buying anything, so they look to hear and learn from other people’s experiences. So if you add testimonials to your landing page, your prospects will feel at ease.
They will realize that your product or service, in fact, has worked for others.
Instead of using exaggerations, let your satisfied customers do the talking. It sounds more genuine and your prospects can relate more than when you toot your own horn.
Remember you don’t have to please everyone 🙂
What works is to become clear and specific.
Removing the hype and being specific also focuses your marketing efforts.
It means you’ll only reach out to people who are most likely to buy.
When people who really want your product buy from you, they are likely to become repeat customers.
They’ll feel that your product was specifically designed for them.
Those repeat customers will also be happy to spread the word about your business.
Let’s recap what you can do instead of using hype in your marketing:
- Be authentic and helpful.
- Write like you talk to a friend or family member.
- Anticipate your audience’s questions and answer them.
- Own up to your shortcomings.
- Use testimonials to let happy customers do the talking for you.
- Be clear and specific.
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To Your Success,