Do you want to know the secret to growing your business?
You have to make people care.
When you find a way to make people care, you can turn “people” into “customers”.
“In our factory, we make lipstick. In our advertising, we sell hope.” -Peter Nivio Zarlenga
Why People Care
People don’t buy because you tell them to buy. They buy because they care about the product or service in some way. That caring comes from a sense that they’ll benefit in some way from the purchase. As human beings, we’re naturally driven by our own desires, and it’s the belief in personal benefit that creates the feelings of “want” and “need” that make us care.
“Don’t tell me how good you make it; tell me how good it makes me when I use it.” – Leo Burnett
How to Make People Care
How to make people care is tricky. It’s not just about getting them to care about your product or service. That’s important to you, and that will be the end result of successful marketing, but it shouldn’t be your immediate strategy.
“People spend money when and where they feel good.” – Walt Disney
To really make people care it has to be about them. Their needs. Their wants. You have to create a personal connection between the customer’s needs and desires and how your commodity will help them fulfill those desires. You need to paint a relatable picture so that they’ll see themselves in your product or service.
“People don’t buy for logical reasons. They buy for emotional reasons.” – Zig Ziglar
Customers need to be able to imagine the satisfaction that you can help them reach.
Providing Reasons to Care
So, how specifically do you make people care?
This is where content marketing comes in. Good writing shows readers that your products and services are exactly right for them. Imagine how much your business could grow if you had a had enticing marketing copy to attract and retain your prospective customers.
Engaging, well-written copy helps to build your brand in the hearts and minds of your potential and existing clients. With the right copy, you can establish trusting and memorable relationships and turn more “browsers” into the customers you’re looking for.
“Sell the problem you solve. Not the product you make.” — unknown
Understanding Your Customers
Your prospects want to be understood, and good content makes people feel that you “get” them. When a person feels understood by you, they feel confident making purchasing decisions with you. Great copy highlights your brand’s expertise and, more importantly, it shows readers that your product or service will fulfill their needs and desires.
“The consumer is not a moron; she is your wife.” – David Ogilvy
One of the best ways to create a connection with your target customers is with a business blog.
A good blog builds active readership and, over time, turns those readers into customers. Remember, visitors to your website are prospective customers. It’s important to have an active, well-written business blog filled with informative content because it connects prospects with your brand and gives them a reason to regularly visit your website.
“The best marketing doesn’t feel like marketing.” -Tom Fishburne
The more important purpose of your blog should be to let your prospects see themselves in your writing. When you achieve that, your readers will feel that you understand them. And your readers want to be understood. Everyone does!
Good content makes reader feel as if you “get” them, that you know their questions and can provide answers, and that your content has the potential to enhance their lives.
Strong writing builds your readers’ trust. When they trust you, they’ll remember you when it comes time for them to buy.
“Speak to your audience in their language about what’s in their heart.” – Jonathan Lister
Making It Happen
Many people don’t have the time or the expertise to write their own blog posts so they hire a ghost blogger to write for them. Ghost blogging is cost-effective and has a terrific return on investment – both in building a connection with your audience and also in optimizing your website for search engines (SEO). A great ghost blogger can help your customers see themselves in what you’re selling so that they feel moved by how it will benefit them in a personal way.
If you don’t have time to tackle your own business blog and would like help, don’t hesitate to contact us. We’d be happy to give you a free marketing consultation, take a close look at your brand, and provide some ideas about the direction that your blog could take.
