This is a guest blog post from Shane Pinkman:
When you first start up your business, it’s easy to think that the focus is on you and your product. After all, for most small business owners, the opening of the business is similar to having a child. It is highly personal, and you care for its success deeply. However, the problem arises when the majority of the focus on your ecommerce site and in your social media is on you rather than on the individuals who matter most – your customers.
Making all of the aspects of web design as well as your marketing endeavors revolve around your customers can be done in multiple ways. Most of them can also be accomplished within a fairly short amount of time, provided you have access to all of the marketing materials and web pages.
Remove Excessive “I’s”
Go through the copy on your website. Evaluate the content. Do you see a lot of the following words: I, me, we, and our. Change it. While it’s okay to talk about yourself and your involvement in the business in certain situations, the focus needs to be on your customer. Instead of saying “I built this program to give you your dream website,” say “You can craft your own dream website with this program.” It puts the focus on your customers, and it makes your customers feel as if they matter. This form of language is also far more inclined to connect to deeper desires and wants than “I” centered language.
Instill Urgency and Special Privilege
When you make the focus on your customers, the next step is to make them feel special and eager to make the purchase. You can accomplish this by offering a limited special or deal that only certain visitors can purchase or that is only available in a limited quantity. The limitation succeeds in creating a sense of urgency, and you can make your customers feel special if you have it for your current subscribers. Clever marketing such as describing it as a “secret sale” or a “limited offer for our loyal subscribers” also develops that relationship between you and your customers.
Restrict the Focus on Buying
As counterintuitive as it seems, you need to make sure that you limit your references to buying, particularly in the top third of your sales pitch. People are expecting you to try to jump them with a sale. Instead, take the first third of your sales pitch to make a relationship. This is the hook. Even in situations where you have established a relationship, make sure that you take the first portion to provide something of value. This is making sure that you are meeting your client’s needs. Once you help them solve a problem, you develop a deeper level of loyalty, and you also make it more likely that your customers will say yes. Your solving their problems before pitching the actual product is yet another way that you are making the sale about your customer.