| We built this website with a different philosophy than most
"corporate" websites that wind up looking very generic and cold.
We wanted to explain the program, but do it in a way that allowed people
to be much more comfortable with us. Our goal was to make people
comfortable so that even in a loud environment with children and
construction they would understand and still signup. This
was especially important for this program since it is geared toward a
mostly residential and rural market where people can't get other flat
rate plans.
I would sum it up as "People like to buy from people they know"
Here's an article that I found which explains it fairly well.
Customers Buy When They Feel Good
by Bob Leduc © 2004
Prospective customers will not buy unless they feel good about you, your
company and your product or service. Here are 4 simple ways you can
stimulate their good feelings ...and motivate them to buy.
1. Personalize Your Marketing
Prospects are more likely to buy from you when they feel you are talking
directly to them about their unique needs. Look for ways to make your
sales message more specific to the needs of prospective customers.
For
example, subdivide your targeted market into several more narrowly
defined niche markets. Then customize your sales approach so it appeals
to the specific interests of prospects in each niche market.
Tip:
You can narrow the appeal of your web site without losing its ef-
fectiveness with your broader market. Just create customized web pages
for each niche market you target. Then add a link to each of these
specialized pages on your home page.
2. Emphasize Good Feelings
Prospective customers usually base their buying decision on how they
feel about your product or service. Get them excited about using it and
they won't hesitate to buy.
One
way to get them excited is to convert the benefits provided by your
product or service into a vivid word picture. Put your prospect in the
picture by dramatizing what it feels like to be enjoying those benefits.
For
example: If you sell financial products, describe what it feels like to
enjoy an affluent lifestyle without debt.
3. Confront Buyer Skepticism
A
prospective customer will not buy if they have any doubt that you will
deliver exactly what you promise. Here are 3 of the many ways you can
confront and overcome skepticism in your customer's mind.
-
Use testimonials.
They prove you've already delivered satisfaction to other customers.
To be effective, they should describe a specific result your
customer got by using your product or service. For example, "In just
2 weeks I lost 9 pounds, felt years younger and still continued to
enjoy my favorite foods".
-
Provide
specifics. Convert general statements into specific descriptions.
Instead of "quick and easy", explain exactly how quick and how easy.
Also, reduce round numbers like "15 pounds" into specific odd
numbers like "13.7 pounds". It sounds more authentic.
-
Tone down your
claims. A bold claim creates doubt in your prospect's mind and
jeopardizes the sale. Avoid using any claim that sounds exaggerated
- even if it is true. Reduce any bold claim to a more believable
statement.
4. Eliminate The Need To Make Decisions
Try
to structure your selling process so prospective customers do not have
to make decisions. Every decision they have to make interrupts the
buying process. It diverts their attention away from the action of
completing the sale.
This
can be especially hazardous when customers have difficulty making a
clear choice among several options. Some will avoid the risk of making a
wrong choice by making NO choice ...and you lose a sale you already had.
That's why you should promote only one product or service each time you
advertise. You can use separate promotions for each product or service.
But limit your prospect's decision to only "Yes, I will buy" or "No, I
will not buy". Don't risk losing them over a "Which One" decision.
Tip:
Sometimes you can successfully combine 2 or more related products or
services into a special combination offer. But limit your customer's
decision to "Yes" or "No". Don't include an option to buy the items
separately.
Prospective customers must feel good about you, your company and your
product or service before they will buy. Start using these 4 simple
tactics to stimulate their good feelings and motivate them to buy.
--------------
Bob
Leduc spent 20 years helping businesses like yours find new customers
and increase sales. He just released a New Edition of his manual, How To
Build Your Small Business Fast With Simple Postcards and several other
publications to help small businesses grow and prosper. For more
information: Email: BobLeduc@aol.com Subject: "Postcards" or call:
702-658-1707 After 10 AM Pacific Time/Las Vegas, NV |
