Why aren’t customers buying?
Maybe they don’t like your products and services.
Maybe they don’t like your business.
Maybe they don’t like you!
Or maybe they’re just not quite.. In the mood.
Like anything you want from someone, it’s always more effective to look at it from their point of view. Show them what they get out of it and get them in the mood with these 3 easy steps.
STEP 1: Get to know your target audience.
If you’re basing your marketing strategy on generalizations, it’s not likely to be effective.
Develop your top three buyer personas (representations of your target audience). Get to know them by taking a look at data on your Google Analytics, social media fans, and previous customers. Make them come alive with their own background stories.
Your product or service is likely solving at least one problem for your personas. By looking at these problems from different angles, you can determine the best way to advertise your brand.
Let’s say you sell a fancy line of bed sheets. Your personas and their problems could look something like this:
Persona 1: Comfort Charlie
“My flannel sheets get so hot I can’t sleep at night.”
“I’m sick of my scratchy sheets.”
They’re focused on comfort. When targeting ads to them, it’d be best to highlight your sheet’s cool touch technology and 1800 thread count.
Persona 2: Appearance Abbie
“This material keeps wrinkling and looks sloppy.”
“My sheets don’t match the rest of my decor.”
This group is particular on the appearance of their sheets. Ads should emphasize that your sheets are made with a wrinkle-resistant material in 30 different colors and patterns.
Color can also have a big affect on mood. If you’d like to make your audience feel a certain way, consider designing promotional material with some of the following colors, based on the article ‘The Science Behind Colors’.
- Black: powerful, precise, credible.
- Red: urgent, dangerous, romantic.
- Green: organic, educational, youth.
- Blue: calming, clean, professional.
- Orange: creative, energetic, innocence.
- Yellow: dynamic, positive, encouraging.
- Purple: spiritual, magical, mysterious.
- Brown: earthly, safe, conservative.
- White: purity, simple, clinical.
STEP 2: Draft your content.
By using language that your audience is familiar with, they will feel understood and better comprehend your message as well. While slang and abbreviations can look trendy and work with some people, others may find it unprofessional and difficult to read.
Your promotion material, whether it be an ad, call-to-action, or something else, should make your audience conclude two things:
I really need this product/service and I wish I found it months ago.
If you followed step one and became familiar with your audience’s problems, you’ll already know which benefit will be an obvious solution to present to them. Communicate it’s value as briefly as possible! Don’t give them too many options or your material may be overlooked.
Now that they know they need your product/service, it’s time to encourage them to take action. What better way to do this than to use action words? Use some of the following words to motivate your audience to do it now!
Step 3: Make the action easy.
If you want your audience to download a white paper, streamline the forms they must fill out. Forget phone numbers and usernames, only ask for an email. If it’s a product you want them to buy, consolidate the purchase process into as little pages as possible.
Whatever it is you want your audience to do, make it easy- don’t let their mood to purchase wear off!