People don’t buy what they can’t understand. Here’s what you can do.
We live in a world full of distractions. Buyers are astute nowadays, and if you can't articulate your value proposition to your customers in ways that they understand and relate to, then you are doomed. So how can you get your message across in a very noisy marketplace? You have to make your prospects understand why your product is relevant to their lives or business. Here are some steps you can take to make people understand.
1. Profile your customers
Before you can expect people to understand your business, you have to understand them first. You have to profile your existing customers. Where do they usually live? What is their average age? What gender? And then you go deeper. What problems are they facing? Successful companies know very well the issues that their customers are facing. So take the time to understand who your customers are and see if your product or service can help them with their problems.
2. Identify touch points in your conversion funnel (Buyer's journey).
Once you have profiled your customers, the next step is to identify touch points or the channels in your conversion funnel. A conversion funnel is the steps, actions or events that the buyer would have to go through, from knowing you, to making the actual purchase. Identify where they get their news and information from. This information is crucial because this will determine what channels you should use to communicate with your customers and leads. Some fundamental questions to answer here are: Where did they first heard about you? When they compare products or services, where do they go?
3. Clear and easy to use website.
One channel that is present in almost all conversion funnels of any type is a website. So your website needs to be clear, and it should be easy to use. A website should be able to answer in one glance:
What do you do?
How are you different?
How does it make their life/business better?
How they can take advantage of it.
Have your website answer those four questions, and then it will bring your business with quality leads.
4. Educate and provide value.
Once you have finished profiling your customers, you already know who they are, what their problems are and where they usually are, then its time to educate them. There are many ways to teach people. The critical point here is not to sell but provide value. Remember the ad you just saw? Right, you closed it immediately. So providing value is vital. Remember our goal here is to make them understand, how you can make their lives easier not sell. Here are ways you can provide value.
A. Write articles
What is it that you want your customers to be thinking about? Write an article about it. Write why they need your app. What if your customer would go to you now, and tells you about his/her problem. What will you say to that person? Write an article about that. This will establish you as an expert in the field.
B. Use social media and post relevant content
You don't have to present in all social media, or you should, it depends. Know where your customers are. Don't let them go to you; you go to them. What content should you put out there? It also depends. If your customers need to know how does the insides of a bag looks like then you need to make a short video showing that. If its b2b then you should probably need to be in Linkedin and post case studies on how you've helped other clients. Help people go through the buyer's journey smoothly. Make it easy for them. Provide the necessary information they might ask.
C. Use videos
Videos when done right can be very effective. You can hire a motion design studio (*cough I own a motion design studio *cough) to produce an explainer video about a very complex topic. Videos can also effectively change people's misconceptions about your product or service. The ability to change misconceptions can be a game changer. Videos are straightforward to consume compared to other media which makes them the perfect tool to educate.
D. Tell stories
There's a saying in marketing that facts tell, stories sell. Human beings are hardwired to be interested in stories and sometimes, if not most of the times, we understand better in story format. So tell your story. Tell people why you are doing what you're doing. Tell them why and how your idea came to be.
Let's make it a goal to be understood, but before that, we need to understand and use that information to tell our story and provide value.
Marvin Te is the owner and creative director of Plainly Simple, a motion design studio that crafts strategy driven explainer videos. He has worked with hundreds of clients from all over the world. He is the perfect mix of business and creative. He is also hosting his studio’s vlog named studio life.
Plainly Simple’s twitter : @plainlysimple
Marvin’s twitter : @marvinte
Marvin’s instagram : @marvin.y.te