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Marketing would appear to be the great buzz word of the decade. Every self-respecting
business team talks about it, yet many of us aren't even sure what it is, and
even more are uncertain of how they should be doing it.
In Marketing -the next level we looked at some of the most important definitions,
and pointed out that marketing is simply about bridging the gap between the
producer and the consumer. It's not about what you're trying to sell, it's about
who you're trying to sell it to, what they want from you, and how to give it
them. It really is that simple.
This is all very good in theory, but one of the main problems with marketing
is that while it makes complete sense when reading about it, applying it to
the real world can often prove to be a different matter. One of the simplest
and most effective ways to do so is to focus on the consumer.
How to attract new customers to your product and website is the constant quandary
of many businesses, small or large. But the fact is that no matter what method
you use to do so, it's a hard, slow and often expensive process. Logically,
we can therefore assume that we should, and indeed must, apply some of our energies
to retaining existing customers.
The question is why we lose so many potential customers before they've even
had a chance to reach for their wallets. There could be many reasons for this.
Some may no longer require what you're selling, some may simply forget about
you, and inevitably, some may feel (rightly or wrongly) that you don't provide
what they need or want.
While there is little that you can do if they genuinely have no need for the
product or service you're selling, everything else is completely under your
control.
Why Are You Losing Customers?
If, for example, a customer did use your product in the past, but no longer
has any need for it, then something must have changed. Is it perhaps new technology
that you're not keeping up with, a gap in your product, or incompatibility with
other software? Identify what's changed, and if possible, address those needs.
If the reason is a competing product, then go after the product's features
with a vengeance, and build on them. Don't constrain yourself by only providing
the bare basics of what the consumer wants. Give them what they could use, and
show them features that they've never even thought of before. While no-one in
their right mind goes shopping for a new car based on the stereo and seat linings,
the fact is that sometimes these add-ins may prove to be the make-or-break features
in choosing their purchase. Throw them in.
On the other hand, if the potential customer doesn't even realise what you're
offering, then you're doing something very wrong. Have you ever come across
a site with the make-or-break fact that persuades you to buy the product, hidden
away four clicks into the web site? I certainly have, and it's far from rare.
Realistically, chances are that a large number of your website visitors won't
go beyond the front page, so don't hide the juicy details buried in the depths
of your site. The most important sales facts should be plain to see from the
moment your main page loads. A book may not be judged by its cover, but a website
certainly is. Catch their attention the moment they arrive, entice them in with
tasty titbits, and you've got them.
Sell The Benefits, Not Just The Features
I've said it many times before, and I'll say it many times yet. You have to
sell the benefits of your software, and not just it's features. A long feature
list looks great to the person who's thinking about buying the software, but
until they realise that they need or want it in the first place, it'll barely
even register.
Take an imaginary graphics file viewer as an example. If the front page for
the product is one long feature list, with an impressive 60+ supported formats
on display, that's all very well and good. But will the three-second-a-site
visitor be interested? Probably not. They're not looking for what the software
is capable of, they're looking for what the software can do for them.
If however you sell the fact that the file viewer can SAVE TIME AND MONEY,
ALLOW YOU TO ACCESS YOUR COLLEAGUES FILES and VIEW ALL YOUR EMAIL ATTACHMENTS,
then you're far more likely to grab their attention.
Feature lists are for shareware sites and magazine reviews. People want benefits
and solutions. Again, it goes back to the consumer.
Once you know what they're looking for, spoon feed it to them in just the right
way, with all the information and details they need, and a little bit of icing
never goes amiss either.
As for the people who click on the features list, chances are that they don't
need convincing that they may have a use for the software, they're looking for
more reasons to buy it. They're looking for as many facts as possible to satisfy
their wallet, boss, spouse or conscience. Give them what they want.
And remember not to go for too blatant a sales pitch. People are strange, and
although the average person loves to buy things, they hate being sold to! The
difference? Make them want what you're selling, don't just shout BUY at them!
Satisfy their needs, meet their requirements and show them that you're the answer
they're looking for.
Never forget that you're not selling to objects. You're selling to people.
In order to reach them, you have to start thinking like one of them!
Spend time finding out how your existing customers use your software, what
made them choose your product, and why they continue to use or enjoy it. See
if any patterns emerge, and use this information to focus on your strengths
and also your opportunities. Then apply what you've learnt to your product literature,
your banner ads, your email signature, your advertising campaigns and above
all your website. Be seen, be sold.
About the Author:
Dave Collins is the CEO of SharewarePromotions Ltd., a well established UK-based
software and shareware marketing company. Are your software sales slow? Find
out how to promote your software across the web and multiply your sales level
at http://www.sharewarepromotions.com |
