When starting a new business and a new entrepreneur its easy to get so excited about your product that you might forget about focusing on your customer than on the product itself. It may sound rough but your customer won’t care unless it helps it solve their problem or pain.
As entrepreneurs, it's easy to lose ourselves in our own bubble where what seems like the most important thing is to talk about your product and how amazing it is. And it can be that amazing but your customer won’t pay just because of that. They’ll spend their hard-earned money on something that helps solve their problems or fulfill an aspiration. If you help them do just that, they will give you money. That’s why you’re selling a solution, not a product.
I’m not saying your customers won’t care for any specifications or details, far from that but not all would focus on those as their priority to buy as most people buy based on how it makes them feel, what they think they can accomplish with it or if it really solves a problem.
So, that’s exactly what you sell them. Instead of selling a car by saying its great gas mileage, you sell how much money they’ll be saving, or instead of selling a camera with its pixels or ISO, you show the amazing photos you can take with it. Sell the solution.
Of course, it may take time to get used to it, as we’ve grown with the “buy from us” publicity and mentality so here are some helpful tips to get you started:
Don’t oversell: Again, by going hard with the “buy from me” mentality what you’re doing is making the sell about you and not the client. You want to focus on them and help solve their problems. Talk to them about them, not about you.
1 reason: give your client a reason to work with you and not with your competitors. What sets you apart? What benefit would they receive from you and not anywhere else?
Identify your customer: Having a clear idea of who are you selling and talking to will help you understand what problems they may have. Find forums, do interviews, blogs, ask around, and listen to what they say or what questions do they have.
All about them: as we said before, make the message for them. Show them how they’ll benefit, how their problem would be solved. Put them first and talk with them and their problems in mind.
Educate your target: If possible have a blog or website where you can give your customers all the information they need about your product or service. This way whenever they’re in need, they’ll think about you first.
Before a message: think about them and how to speak to them in your content. Keep in mind your buyer personas, what is a common problem they all have, what they’re doing while using your product and their main goal to use it. This will help you write content that will make sense and resonate with them.
With these tips, I hope you’ll have a better idea of how to change your marketing to fit your customers and be able to create content that reaches them better. There are a lot of ways to sell a solution, it’s just about seeing what works for you and your product. Still, always remember that to sell a solution think about them and not about you.
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