How to Win Friends and Influence People
It’s a great title isn’t it? Even if you don’t know who wrote the book (and it was Dale Carnegie by the way) the phrase has transcended its origins, and become a cultural icon. This book should be on every marketer’s reference shelf.
What stops people being influenced by marketing?
In marketing terms, think about the hoops you’re making a potential customer jump through in order to close a sale. Obvious hoops are price, availability, delivery speed, and perceived risk. Those are some of the most common barriers to successfully influencing a customer to buy, but there are some positive influences you can actively bring to bear.
Buy RIGHT NOW
Well perhaps using shouty text is a bit unsubtle, but it’s important to create a sense of urgency. You can do this through mechanisms such as time-limited special and introductory offers. Make sure they are genuine offers though; a lack of integrity in your marketing soon reveals itself.
Know your customer
Armed with detailed customer research, you’re in an ideal position to address your customer as an individual. Tailor your content by mentioning typical problems you can help them resolve. Show them you know what it’s like to be in their shoes, and talk about their interests.
Mind your language
Use upbeat language too. No matter how serious the issue, it can be discussed in language that makes a visitor to your website feel welcomed. Always talk in terms of benefits to the customer, rather than the great features you can offer.
Marketing design
The design of all your marketing material, from your website to your email campaigns, goes a long way towards making it easy for customers to take action to buy your product or service. Think persuasive colours, and how to convey your brand personality and brand features.
