How to Make Your Customers Fall in Love With Your Business
We have been looking at how you “connect with your prospects” and close sales by having a compelling marketing message. This is done by using the most powerful marketing tool known to mankind – your Unique Selling Proposition!
In the July Newsletter we examined Your Big Idea and in August Your Big Benefit. This month we will delve into How to Make Your Customers Fall in Love With Your Business by using Your Big Promise and Proof of Your Claims.
Your Big Promise
The third step is to define your Big Promise – the specific thing that your product will provide to your Customer with regard to
your Big Benefit. It is very important that you identify a Big Promise that is close to or similar to your Customer’s imagined Big Benefit. This makes your Big Promise as powerful as possible, which in turn increases the effectiveness of your entire Unique Selling Proposition.
The goal is that your Customer’s desired outcome from purchasing your product should be your Big Benefit. What you are trying to do is to subtly and in a non-patronizing way tap into your target Customer’s hopes and dreams, because these are incredibly motivating factors in our lives.
To be effective, your Big Promise must be significant, important, or attractive enough to motivate a person to take action but still believable enough to not raise doubts. Here are some sample Big Promises: “Our program will make exercise fun and you will look forward to it each day,” “Making and keeping friends will be as natural as breathing,” or “You will stop sleepwalking through life because you find your ideal soul mate.”
To create your Big Promise you must have identified and developed all the items below:
- A detailed list of the major features of your product
- An awareness of the uniqueness of your product
- A recognition of the usefulness of your product to your Customer
- A selling proposition that conveys with simplicity how your product meets the goals and the desired emotional state of your Customer
Proof of Your Claims
The last step is to identify the Proof of Your Claims—the documented results that Customers have obtained by using your product. These results could be in the form of testimonials, reported results from Customers, Customer statistics, or surveys that support your claims that relate to your Big Promise.
The Proof of Your Claims can also be statements you make regarding your observation of the results of Customers using your product. To support the Proof of Your Claims you must have observed or documented results from your Customer’s use of your product
Here are some sample Proof of Your Claims:
- Ninety-five percent of our Customers who used our program report continuing to exercise at least three times a week for the next five years
- Surveys have shown that our Customers double their number of friends within one year
- Our Customers regularly share with us that they have found their “soul mate” as a result of using our service
You know the math concept that the shortest distance between two points is a straight line. Well, the shortest distance between you and your Customer is your Unique Selling Proposition. By utilizing this concept, you will have your most efficient and effective Marketing and Sales Program. It will produce the greatest sales results on a consistent basis, using the least amount of resources.
If you need assistance in fully connecting with your target audience and closing sales please contact us so we can show you how to use this concept to tremendously increase your revenue and take your business where you want it to go.
www.FountainheadConsultingGroup.com
Office phone: (770) 642-4220
