Writing For Your Buyers – From a Trusted Expert Perspective
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Now that you know who you should be talking to and what you need to be saying to them (I talk about this in my previous post How You Become a Trusted Expert), you need to know how to talk to them.
Your buyers are motivated by an oldie but a goodie (there’s a reason why we still use this):
What’s In It For Me?
Your buyers want to know what specific problems you can solve for them, and they want proof that it works (and no, you telling them won’t be enough.) They need to know why they should think of you as a Trusted Expert.
Poor writing usually happens because most marketers are only thinking about what they want – to sell product – rather than about what their customers want. You need to identify the situations that your buyers find themselves in, that could potentially provoke a need for what you’re providing.
- What are their problems?
- Their business issues?
- Their needs?
Then you come up with solutions for those problems, and not by promoting your product. Remember, all of your content is meant to drive action (whatever action that you desire) and promoting a product does not drive action, providing solutions does.
The great thing about the internet is that it connects you to your buying audience right at the precise moment that they are in the market for what you are providing. They are looking for you, and you have the opportunity to give them the information they need to make their decision, and establish yourself as a Trusted Expert in their eyes. By establishing yourself as a provider of information, not a hard-sales person, you establish yourself as an authority in your category, and people will turn to you for advice. Once trust is established (before a purchase) you have the potential to develop a long-term relationship with the buyer that will be very profitable to you.
Every single part of your communications strategy is an opportunity to communicate with your buyers and convince them that you are a thought leader. The web is the first place that people go to do initial research on a purchase. The question you need to ask yourself is whether your content and communications strategy will draw them into the buying process with you, or will they not find what they need and move onto one of your competitors.
So, now I have a question for you… when you are writing content to sell to others, do you ever ask the question “what’s in it for them?” or do you just try to jam it down their throats?
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I have been writing business plans for almost 3 years now, read numerous books and articles.
I just loved the writing style of the author. Specially when he says
“Your buyers want to know what specific problems you can solve for them, and they want proof that it works”
this sentence is superb and defines the complete marketing concepts modern and traditional.
Just amazing
This is the basics of Copywriting.
Focus on what your customer wants, needs and desires before typing a word.
Igor
Your absolutely right Jason. People that are selling products MUST inderstand that they have to think about what the reader is percieving through their published content. They have to be able to see thorugh the readre’s eyes if they want to be successfull.
I totally agree with Jason on this matter. Focus on providing solutions for the customer.
This has been my main focus and it has by far been one of the most effective ways to build a strong relationship with my customers.
E.Hong
This has to be the most difficult part of marketing on the internet or anywhere for that matter. I just can’t seem to get it with my limited vocabulary and lack of time. I try to hire but it’s fruitless, everyone is out for there own interest I believe and only want to finish what they are writing no matter if it sells or not.
For me, providing relevant content is a challenge (as I am sure it is for many readers). Articles are one form of content, but in this vast internet universe, the real challenge is finding the right ‘unique’ audience to cater to and then trying to give them what they want. Any ideas?
This is the most difficult part of marketing, and the one I struggle with. The benefits of what I have seem so obvious that it can be hard to put myself in someone else’s place and explain without hype.
Well, I just need more practice! Thanks for the reminder.
The longer I’m in business, the more sensitive I become to the need to encourage potential customers to speak up so I can listen to them. It’s too easy — even when I’m trying to focus on solutions for them — to slip into ivory tower mode and start proclaiming what I THINK will be a solution to their problems.
And it may very well be a very good solution — for some people. But if I’m not talking to those specific people who are looking for what I provide, I’m wasting my time and theirs.
Unfortunately, slipping into ivory tower mode trains my people to sit back and be quiet. By being too sure of what they need, I train them not to tell me. And I miss providing what they really do need.
More and more, I’m trying to focus not only on what I think is in it for them, but to think of ways to encourage them to keep their side of the conversation alive so I can know for sure what they feel is in it for them.
Nice points here.
I’m learning a lot from you all.
I’m just starting out. =)