10 Weekly Tips to Promote Brand and Run Business | 1
Every week we publish 10 relevant tools for your brand promotion and tell you how to use them:
- Study your target audience. During the introductory conversation with your client, set the 10-20 key issues in order to find out who is your potential buyer. On this basis decide how exactly it is better to pack your product for a particular group of people. Identify the features of different types of customers: their marital status, education, age, scope of work, interests, needs, dreams and fears. Imagine the major problems of these people and situations in which they may need your help. Tell people what they want to hear.
- Differentiation of the audience. Be able to find the key to people of different ages, nations, professions, social level and interests. In order to be able to do this, we recommend to learn the basics of sociology and psychology, especially the simple practices of NLP. Talk to the customer in his own language, with an emphasis on his pain – the issue that might bother him.
- Identify your niche in the services market or come up with your own direction. The narrower the niche is, the higher is the sales level, which is of particular importance on the stage of bringing young company into the market. Set the direction of your company, depending on the selected services.
- Form your Unique Selling Proposition (USP). USP today is a key concept in marketing. It is probably the most effective tool in the fight against competitors, which is especially important in the context of hypercompetition. If you cannot find any unique advantage for your services, build a USP from the standard options, using emotional techniques to influence the customer’s’ psyche. Or even better: make something usual unusual and something forgotten the new one.
- Make the traditional proposal “unusual.” Even if your service is familiar and popular in the market, determine its zest which will make it unique among the many similar services. This may be an additional service or introductory test drive, free first session or lesson, exclusive handmade and much more. The zest will allow your product stand out from competitors’ offerings.
- Offer the client a detailed and colorful list of benefits that he will gain from your offer. You have to remember that people do not buy drills, they buy holes in the wall. Offer not abstract advantages, but specific ways of solving problems with the help of your services.
- Explain the essence and benefits of your offer. The customer might simply can not understand or misunderstand your proposal. This is critically important when you are offering the new services to the newbie, or the product which has just appeared in the market. Or just in case when it sounds like an ultra specific and obscure service for him. Potential buyer can speculate about the nature of services/goods, but your task is to explain the real benefits briefly and vividly.
- Make your offer as transparent as possible. Create a trusted image of your company. Work at the open positioning which will allow to convince the customers about your sincerity and secure cooperation with your company.
- Avoid promotional stamps and copying. The more unique and original will be your advertising image, the more likely you will attract new customers. Analyze the graphical symbol of your service, do not turn it into a rebus or full avant-garde. The clients most likely do not have time to solve the riddles. Text, audio and visual information should be combined into a single image without violating the integrity of user’s perception.
- Appeal to customers emotions. Appeal not only to the common sense, but also to the emotions of your potential customers. Remember that at first people make decisions based on their emotions, and not always logical associations. Learn the favorite images, words and ideas of your audience. Make it clear that you are attentive to the needs of each client and strive to change his/her life for the better. Your main mission is to make the customer happier.
Liked the article? Go to the previous post on our blog: Why Do You Need Business Email Address?