Take the time to educate your customers – it will be worth it!
Every buying decision is a choice, whether it’s buying a tube of toothpaste, purchasing a pram for a newborn baby or engaging an architect to design your dream home.
Sometimes the choice is made quickly, other times, it takes time to build the “Know, Like and Trust Factor” to a point where the customer knows you are the ideal choice. If you take the time to educate your customers, you’re well on the way to engaging them and building a relationship with them.
Offering information which is valuable during the decision-making process often leads to an influx of those “ready to buy” customers. You can do this by posting regular informative blog posts on your website, giving out brochures or booklets containing information to assist your customers or by speaking with people face-to-face to educate them on your products or services – or something related to your business which adds value to the client.
Who are your ideal clients?
By accurately identifying who your ideal clients are, as well as what they want and need, you can target your marketing specifically to them.
What’s their problem?
Find out what your ideal customer’s problem is. Tell them that they have a problem – they may not even know it yet.
What are you really good at?
What do you do best? It’s a great idea to choose a niche and stick to it. Become the expert in your industry or a particular area of it. Tell a compelling and inspiring story.
Be sure to share your knowledge and expertise with your customers and let people know you are the industry/niche expert. That way, they’re more likely to think of you and choose you when they’re ready to buy.
Do you educate your customers?
Who are your ideal customers? What do they know? What don’t they know?
Once you’ve established their knowledge, or lack of knowledge, in your area of expertise, be sure to add value by educating them and displaying your industry expert status. Tell them an interesting story. Show them the people you’ve helped, who are just like them.
How can you help your customers?
Clearly demonstrate how you solve their problem and how you can make their life easier. Outline the promise you make to them. Detail what’s in it for them!
By providing relevant information about how you can solve their problem and potentially improve their life, you’re adding value and inspiring them toward a buying decision.
By using testimonials, case studies, social media comments and any other relevant feedback you receive from your past clients, you can show your ability to produce the desired outcomes. Prove your ability to do a good job for them.
Showcase your products and services
There are many ways to showcase your products or services to your ideal clients. Perhaps you display at trade shows or expos, or your expertise is best displayed through a case study. The way you convey your message really depends on who your ideal client is, and how they prefer to receive information. By profiling your ideal clients, you can establish the most appropriate methods to demonstrate how your products or services solve their problem.
There’s a reason this point is last on the list. It’s because your marketing will be less effective if you try to push your products or services before you show the customer what’s in it for them. Engage, educate and connect with them first. Outline how you can help them before doing the “sell job” on them. If you educate your customers very well, you won’t even need to sell to them. They will come to you with the knowledge they need to make an informed buying decision. Congratulations, you’ve inspired them to buy from you!
Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.