The Art of Reading Your Buyers Mind
| Category: Copy Writing - email copy | Date: 2003-05-14 |
Wouldnt it be fantastic if you had a crystal ball and you could read your prospects minds you knew what they were thinking when you were making your sales presentation. You knew why there were considering the product in the first place. You knew what they thought about your product in comparison with others. You knew what questions and objections were going through their mind.
In a face-to-face sales presentation you have the ability to gauge their body language and to ask feedback. With direct mail you simply dont have that luxury.
So, how do you know what theyre thinking? And how do you write copy that addresses their questions and turns those objections into buying signals?
This is what I do.
After going through a special process where I put myself in the buyers shoes and research the products offerings along with what the competition is offering, Ill then say to myself, "If I was in the market for xyz product what additional information do I need and what would prevent me from buying it?"
Ill then write down a list of questions and address each of these questions in order of priority throughout the communications piece.
Here are some typical questions that I will address when writing copy that sells B-2-B services?
1. My situation/business is unique, do you have the experience and/or intelligence to deliver a solution that meets my unique needs?
2. Do you understand my industry?
3. Do you understand my clients?
4. Do you have the track record to make me feel confident that they will generate results for me?
5. Are you well-versed regarding the most cutting-edge techniques
6. Ive always performed this service internally, why should I outsource now?
7. How can an external company understand my business as well as I do?
8. What do your clients think about you?
9. The competitors are cheaper so why should I go with you?
10. Are your services appropriate for my size of business or my level of expertise?
11. Im not the biggest fish in the sea, so how do I know that you wont treat me like a number?
12. Your competitors have been around a lot longer so why should I go with you?
13. Ive always done okay doing what Im doing, why should I change tack and use your type of service now?
14. Am I confident that you have my best interests at heart?
15. How do I know you can you deliver to meet my time frames?
16. How do I know that you will deliver what you promise?
17. Am I getting value for money?
18. Will you help me to implement their ideas or will I be left to fend for myself?
19. What proof do you have that it works?
20. What happens if I dont have the time to implement the ideas?
21. What if your advice or instructions are hard to follow?
22. Are your payment terms easy to swallow?
23. Will I get quick responses to my requests?
24. What is your past track record like?
25. Do I like your company?
26. Do I like the person writing me this letter?
27. What happens if your solutions dont work? Will I be left high and dry?
28. Will I get ripped off?
29. What does the process involve?
30. How long will it take?
Im sure you can add to this list and tailor it to your particular business, but the point of the exercise is to understand the potential negatives and address them in your communications piece.
By effectively nullifying those objections, youre removing the barriers to doing business with you which means your responses will increase dramatically.
So - grab your proposal templates and your standard direct mail pieces and marketing collateral and talk to your sales people to find out ALL the most common objections you face.
In an information package, the most common way to handle objections is via a "Frequently Asked Questions" document. The question addresses the objection (naturally) and the answer portion addresses that objection in a positive manner that presumes the prospect will buy.
Incidentally, a trick I use to maximise the effectiveness of FAQ documents is to include questions that relate to the purchasing process. By doing this, youre presuming they will buy and youre helping them picture themselves buying. Questions like "How do I pay?" and "When will I receive my product?"
Each of these questions play an important role in helping you step into your buyers shoes. Address each of the major ones in your copy and youll find your responses incread dramatically.
Happy writing!
by Kris Mills - Words that Sell
(copyright 2000 Words that Sell)
About the Author
Kris Mills of Words that Sell, is an experienced copywriter who has produced dozens of winning tenders and proposals for a wide range of clients. For more ideas on preparing winning tenders and proposals, visit http://www.synergie.com.au/tendersthatsell.htm
kris@wordsthatsell.com.au
http://www.wordsthatsell.com.au
In a face-to-face sales presentation you have the ability to gauge their body language and to ask feedback. With direct mail you simply dont have that luxury.
So, how do you know what theyre thinking? And how do you write copy that addresses their questions and turns those objections into buying signals?
This is what I do.
After going through a special process where I put myself in the buyers shoes and research the products offerings along with what the competition is offering, Ill then say to myself, "If I was in the market for xyz product what additional information do I need and what would prevent me from buying it?"
Ill then write down a list of questions and address each of these questions in order of priority throughout the communications piece.
Here are some typical questions that I will address when writing copy that sells B-2-B services?
1. My situation/business is unique, do you have the experience and/or intelligence to deliver a solution that meets my unique needs?
2. Do you understand my industry?
3. Do you understand my clients?
4. Do you have the track record to make me feel confident that they will generate results for me?
5. Are you well-versed regarding the most cutting-edge techniques
6. Ive always performed this service internally, why should I outsource now?
7. How can an external company understand my business as well as I do?
8. What do your clients think about you?
9. The competitors are cheaper so why should I go with you?
10. Are your services appropriate for my size of business or my level of expertise?
11. Im not the biggest fish in the sea, so how do I know that you wont treat me like a number?
12. Your competitors have been around a lot longer so why should I go with you?
13. Ive always done okay doing what Im doing, why should I change tack and use your type of service now?
14. Am I confident that you have my best interests at heart?
15. How do I know you can you deliver to meet my time frames?
16. How do I know that you will deliver what you promise?
17. Am I getting value for money?
18. Will you help me to implement their ideas or will I be left to fend for myself?
19. What proof do you have that it works?
20. What happens if I dont have the time to implement the ideas?
21. What if your advice or instructions are hard to follow?
22. Are your payment terms easy to swallow?
23. Will I get quick responses to my requests?
24. What is your past track record like?
25. Do I like your company?
26. Do I like the person writing me this letter?
27. What happens if your solutions dont work? Will I be left high and dry?
28. Will I get ripped off?
29. What does the process involve?
30. How long will it take?
Im sure you can add to this list and tailor it to your particular business, but the point of the exercise is to understand the potential negatives and address them in your communications piece.
By effectively nullifying those objections, youre removing the barriers to doing business with you which means your responses will increase dramatically.
So - grab your proposal templates and your standard direct mail pieces and marketing collateral and talk to your sales people to find out ALL the most common objections you face.
In an information package, the most common way to handle objections is via a "Frequently Asked Questions" document. The question addresses the objection (naturally) and the answer portion addresses that objection in a positive manner that presumes the prospect will buy.
Incidentally, a trick I use to maximise the effectiveness of FAQ documents is to include questions that relate to the purchasing process. By doing this, youre presuming they will buy and youre helping them picture themselves buying. Questions like "How do I pay?" and "When will I receive my product?"
Each of these questions play an important role in helping you step into your buyers shoes. Address each of the major ones in your copy and youll find your responses incread dramatically.
Happy writing!
by Kris Mills - Words that Sell
(copyright 2000 Words that Sell)
About the Author
Kris Mills of Words that Sell, is an experienced copywriter who has produced dozens of winning tenders and proposals for a wide range of clients. For more ideas on preparing winning tenders and proposals, visit http://www.synergie.com.au/tendersthatsell.htm
kris@wordsthatsell.com.au
http://www.wordsthatsell.com.au
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