Strapline

Copy - Content - Marketing Communications Planning

Thursday 26 March 2015

Selling - the only question you really need to answer to make a sale

Here's a little known fact. the vast majority of businesses go bust because they provide products or services that no one wants, understands, or trusts.

Why should anyone buy what you sell?

Now one of the best tests you can use to see if your business has a sound product or service offer, is to as this simple question:

What makes what we do so different that our customers will want to buy from us?

It's an easy question and one which as a copywriter I ask my clients, especially when we meet for the first time.

I get two types of answers:

  1. vague, illogical, ill thought out, confused and incoherent
  2. clear, concise and easy to understand
Now I'm not saying that just because you have a clear explanation of your offer all is fine, because many company owners really believe in their own bullshit. 

But I have found that really good offers that are delivered with clear and easy to appreciate  messages which are totally understood by customers, are the mainstay of every successful business or organisation I've ever encountered.

As you read this be honest with yourself - is what you provide a benefit to the customer or just something you do with a hope of getting paid?

Customers won't tell you they are confused by what you offer, they will just walk away of click on something that does makes total sense to them.

Customers won't argue over the cost, they will find something that fits their price/benefit calculations and buy from someone else.

So to make more sales today and tomorrow all you have to do is ask the one question honestly - what makes what we do so different that our customers will want to buy from us.

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

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