Listen to article or read below
HOW WOULD YOU ANSWER THEM?
Let’s face it.
We all want to know: “What’s in it for me?”
• Guess what?
Your potential customers are no different.
They are asking the same question about doing business with you.
• How would you answer them?
FOCUS ON SOLUTIONS
It’s important to understand that potential customers are looking to solve a wide range of problems when they search the internet so you can focus on providing solutions.
80% WANT INFORMATION
Think of it this way.
According to a Pew Research Study over 80% of people are searching on the internet for information about something they are interested in.
• Less than 20% are searching for your website or your specific products and services.
This means that if you focus on your products and services exclusively, you may miss 80% of potential buyers.
In this lesson, you’ll identify common problems that customers face so that you can craft clear, honest and specific messages about how your products or services deliver solutions and results.
• You’ll list potential answers to the question in the mind of buyers: “What’s in it for me?”
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll discover:
- The main ways people use the internet
- Common problems and solutions that buyers are looking for.
- And how to incorporate solutions into your messaging.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide to gives you “hands-on” training customized to your own business.
4 WAYS TO USE THE INTERNET
What are people looking for when they go to the internet?
Here are the four main ways the internet is used.
1. Communicate with others
2. Get information
3. Transact personal and professional business
4. Find entertainment
APPEAL TO WHAT PEOPLE WANT
How can you present information on your site that would appeal to these methods of using the internet?
- Here are some ideas that connect into the main ways people use the internet.
IDEAS FOR CONNECTING
1. Provide ways to communicate with others interested in the same things; for example a community forum or other way to share
2. Offer free information about areas of importance to potential customers through a blog, special report or e-book
3. Make it easy for people to order and purchase your products and services on the internet with well-designed e-commerce solutions
4. Produce some fun videos on YouTube that appeal to your audience
Jot some ideas of your own in your practice guide for this lesson.
LOOK FOR PROBLEMS
People also use the internet looking for information about their problems and concerns.
Over half the people searching for information fell into these emotional driver categories:
- Safety and Security
- Approval and validation
- Control and Freedom
Let’s look at some specifics:
DESIRE FOR SAFETY
Safety and security includes:
- Be prepared by checking what the weather will be
- See what’s happening in the world with news updates
- Find out about government benefits and regulations that affect you.
- Look for work or research a job change
- Improve your financial position
- And find out how a product or service will help keep your family safe
DESIRE FOR APPROVAL
Approval and validation include:
- How to get better at a hobby
- Find out more about school or job training
- Find out how a team is doing with sports scores
- Learn more about political campaigns or news
- And find out how a product or service makes you more popular, happier, or more respected
DESIRE FOR CONTROL
Control and freedom brings in:
- Knowing where to go with maps and driving information.
- Deciding places to visit with travel information
- Discovering more about how to resolve a health or medical concern
- Learning how-to-take-charge and do-things-yourself
- And finding out how a product or service help you control your circumstances
CREATING MESSAGES THAT CONNECT
Now that you’ve looked at some problems and solutions that appeal to potential customers, let’s cover the how you can incorporate these concepts into your messaging.
Here are some examples:
EXAMPLE: AUTO REPAIR SHOP
You have an auto repair shop.
• You want to tap into the people who are searching the internet to find out how a product or service will help keep their family safe.
• You plan to include messaging about how regular tune-ups keep people safe from their car breaking down.
• You also include images showing people stuck at night in the rain with a broken-down car.
• You provide a routine maintenance fact sheet with 10 things that are checked during each service which means that both their car and family are being protected.
EXAMPLE: FITNESS TRAINER
Here’s another example of looking for how you deliver results that people care about:
You are a personal fitness trainer.
• Your potential customers are looking on the internet for how getting in shape will make them more popular, happier, or more respected.
• You focus your messaging on how people’s lives are changed by getting in shape with your help.
• You provide testimonials from clients who talk about how much happier they are now compared to before using your services.
The testimonials also talk about how they used to be ashamed of their body and now people say “You look fantastic!”
EXAMPLE: ADVENTURE TRAVEL COMPANY
Our final example is an adventure travel company.
• Your perfect customer is the person searching for travel where they control their circumstances.
• They don’t want to be shuffled from activity to activity with a busload of other people.
• They want to experience the feeling of freedom by controlling their travel experience.
• You would focus on how your travel company is different from the big group travel agency.
• You would offer a sample of adventures that they could pick from.
• Your messaging would focus on how the customer ultimately controls their unique travel experience.
TIME TO MAKE IT REAL!
You’ve looked at some examples of how to incorporate solutions into your messaging with your marketing materials, it’s time to go to your Practice Guide and look at solutions that your products and service provide.
- List 3-4 solutions that potential customers would care about to include in your marketing.
When you’ve completed this look at potential solutions to customer problems, let’s move on to how to create memorable experiences with your products and services.