In marketing, knowing your prospect’s needs, wants, challenges and problems are important keys to selling them.
Now,
suppose you had a way to know almost exactly what your prospect wants when he or she lands on your web site or reads your email marketing message?
Think that would be give you a better chance to make a sale?
Thought so!
Well, the first two things your prospect is looking for are universal and if you aren’t taking them into consideration with all your marketing, start today and watch your sales jump.
Thing 1: People want useful information when they are looking to solve a problem or fulfill a need. Drop the "welcome to your site" stuff and the "here’s a list of all the services and products we offer" approach.
Thing 2: They want information quickly.
So, useful and quick. Understanding and acting upon that alone and will put you so far down the track ahead of most of your competitors.
However, you can leave them in the dust by supercharging your marketing
with an understanding of what your prospect is experiencing or thinking at the time they are presented with your marketing message.
While you can’t know exactly what’s on your prospect’s mind, you can make some pretty good guesses based on information you already have.
What it comes down to is having a clear understanding of who your ideal client is and why they bought from you.
Something tipped the scales in your favour that made your current clients pick you when it came down to making a buying decision.
After all, they have many options.
If you aren’t quite sure, ask them. When you have an understanding of WHY they chose you over your competitors, you’re in a position to develop marketing messages
that tap into your prospect’s brain.
And your road in is your prospect’s Reticular Activating System.
The Reticular Activating System (RAS) is the "attention center" of the
brain. It works 24/7 and determines what we pay attention to by acting like a filter.
Of course, it’s impossible for the brain to focus on everything it is exposed to during a day so the RAS keeps your brain on track by allowing it to focus on what’s important to you.
Here’s a common example of your Reticular Activating System in action.
Say you decide to buy a new car. A Chevy TrailBlazer.
From the minute you start looking for a place to buy it, you will see Chevy TrailBlazers everywhere you look.
That’s your Reticular Activating System allowing you to see them.
Now, think of how that can impact your marketing.
Your prospect has needs and wants. And he or she frames up many of those needs and wants in the form of problems that need solutions.
By presenting your offering in the form of a solution to a problem, your marketing will tap into what your prospect is thinking - giving them EXACTLY what they want.
If your prospect is looking a service and visits a number of websites which are presenting the same pick-me sales message – "here are all the
products and services we offer blah blah" – think about how you can cobble together a marketing message that immediately shows up on your prospect’s RAS radar because it matches up to what he or she is really searching for – a solution to a problem.
Think that just might increase your chances of attracting attention?
You can bet it will! Which is why it’s so important for you to establish your core marketing message – your USP – and make sure you promote it on your website and in all your other marketing as a solution to a need or want your prospect is searching for.
That way, instead of surfing past your message because it looks like so many others, your prospect’s Reticular Activating System will send a message that says, "Hey, stop, that’s what you’re looking for!"
Make sense?
