Selling People What They Want.
Does your website sell people what they need, or what they want?
Take a look at your website, read the sales page… and think about what you are selling. Not what product or service you’re selling, but what idea you’re selling. Are you making people feel that your service is something they need, or are you making them feel that it’s something they want?
If you’re selling to a customer’s need, consider revising your copy to focus on wants. You see, the simple fact is that most of the stuff you sell, your customer doesn’t really need. You may think they need it, but do they really? In fact, everything but water, simple food, and basic shelter is things we want.
If you’re selling strategy is focused on convincing people that they NEED what you’re selling, you’re setting yourself up to fail. There are too many options, and people are getting too smart. I know I don’t really need the latest pair of brand name running shoes… but since all my friends have iPods, I really WANT an iPod. So I’ll go buy the iPod, even though it costs more.
So how do you do it? How do you sell your products to people’s wants?
- Ask them what they want, then create the product to satisfy those wants. It’s hard to guess every time, and with the internet you don’t have to. Just ask your customers what they want and build it into your product.
- Exceed expectations. Apple is great at this. When Apple released the iPhone, they capitalized on a want people had: a want for stylish cell phones. Then they exceeded expectations by providing a bigger screen, touchscreen capabilities, music, very good internet access, and much more.
- Sell your product emotionally. While it’s good to talk about the facts about your product, facts don’t sell things. Convincingly explain how your product will improve someone’s life, save them time, or bring them success — all things everybody wants already — and your products will sell.
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