I think we can all agree that the only thing that runs through people’s minds right before they make a purchase is “is this valuable to me?”
How do you get them to say yes when they see your product?
The first thing people look at is value.
What does buying this add to me?
That’s a question I’m sure you asked yourself before buying a product.
Our two primal traits are surviving and reproducing; anything else is a pleasure.
Conveying your value is simply showing someone how they need your product in order to survive.
Which is not as simple as it seems.
There are countless items that we have purchased as consumers, telling ourselves that it is useful to us or adding value to us when in reality it isn’t.
It is just advertised in such a way, we start to believe that it adds value to us.
Though we seek pleasure in our purchases, we talk ourselves into purchasing items that may not be a necessity.
True value comes out of necessity.
The more necessary an item becomes contributing to surviving the more valuable it will be.
You need to set your product up to be on one’s “survival kit” list.
That way people will view your products as a necessity
The second aspect you should look at is the importance of individuality.
The true value of your product comes from the reason you created it.
More than likely you created a product out of some necessity of your own or someone else’s.
What made you go through the hard work of creating this product?
For me, I started brand marketing because social media made everyone think they were a marketer and most of them were wasting precious time, money, and energy on becoming someone else.
I always took a different approach than everyone else because I only trusted my approach which made me a great marketer because I stood out as a result.
Another aspect you should look at is the inevitable comparison of your products versus the competition
When you present any new idea to someone they will most likely compare it to another product.
If it sounds too similar they will dismiss it and go with the more familiar product.
Counteract this by comparing your product to a familiar one and explain
why it is different.
The only way for someone to make a decision when presented with options is using points of contrast.
With a shelf full of brand labels and colorful packaging, we pinpoint contrasting items and use them to make our decision.
Instead of relying on your customers to do it, you need to set up some sort of comparison chart with your top competitors and compare your strengths to their weaknesses.
That way you would have answered that question without them having to ask or make their own assumptions.
Then you would have eliminated comparisons with your product before it even began.
Another pertinent aspect of standing out is by having an individual story.
I personally believe this is the easiest and most productive way to convey your value is by telling your personal story as to why and how you started this brand of yours.
It does two things, it sets you apart without effort and it gives your customers something to connect to.
Organize your story so it reveals how you got to this point and allow others just like you to connect with it.
It’s important to be really honest with yourself and others, people value honesty above all else.
Another simple way to convey value is by being the first to do something.
This doesn’t mean you have to go out and create something new, it just means you need to be the first in your industry or niche to improve upon something.
Facebook wasn’t new, it was just the first to provide a news feed.
Subsequently, they were marked with the title of the first real social media when in reality they just improved upon a feature first.
Improve a feature and be the first to release it and your market will start to value your company as a necessary competitor.
Need is a crucial component to selling your products and getting them to sell.
Perhaps the ultimate way of portraying necessity and proving value is finding the need and filling it.
If you can find out what people in your field are looking for and it has not been offered.
YOU can be the one to fill the void.
Ask your competitor’s customers questions on what your competitor isn’t providing or, observe how customers interact with the product and you may find a better way of using it.
The driving force of all this is assessing a need and filling it. If you think like this, you will be well on your way to a successful business.
The next thing you should focus on is communicating the pitch.
A good place to start is by talking about how life was before your product and how life is better after purchasing your product.
Create two columns on a sheet of paper and on one side place “How Things Used to Be” and place
“How Things Could Be”.
These are major talking points when someone asks you what you sell.
Focus on exceeding expectations.
The best way to gain trust is to say what people think but are too afraid to say.
Learn how to anticipate your customer’s questions so you can sell them on trust.
They’re all ears now and they like what you’re saying but they are close to forming an opinion on you and your product so instead of going all “salesy” on them, be honest.
Try and anticipate what the unanswered questions in their head are and answer them honestly before they answer them themselves.
Now you need to secure their trust.
Lock it in with a personal guarantee that they will be satisfied, that they will get their money’s worth.
A running joke in the advertising field is that people are too afraid to ask for their money back so a money-back guarantee makes you more money.
Frankly, you need to have enough trust in your product to make a promise of satisfaction to your customer.
It shows that you are dedicated to the product and not the money.
It takes the anxiety out of purchasing and puts that energy into imagining a transformative life.
Timothy J Robertson is the creator of STATUS International, an artificial intelligent Creative Concierge platform, to automate hiring and managing the world’s best artists. Timothy has been on a mission to integrate machine learning technology into the creative process to offer artists short term projects and clients' creative control over the vision. Take a Test Drive at statusbranding.com -- or -- you can get in contact at firstname.lastname@example.org