As business owners, we understand the struggle of closing leads. It’s important you understand that customers aren’t always ready to buy; when they are ready, however, your brand should be at the top of their mind. So why exactly are you not closing your leads? Understanding the importance of words and the intersection of having a strong digital marketing engine can make all the difference.
“Sell Feelings, Not Products”
Renowned email marketer Chase Dimond once noted that successful marketers “sell feelings, not products.” So what does this mean?
Dimond notes that Gucci “sells luxury,” as opposed to clothes; Mercedes “sells status,” not cars; and Apple “sells exclusivity,” not technology. The point being is that customers want to feel something when it comes to product consumption. You can create the most technologically revolutionary product on the market, but if it isn’t giving the consumer a specific feeling, then you might miss the mark.
There’s a reason why, despite being arguably more technologically advanced, Android products fall to the wayside as opposed to Apple (in regards to popularity).
The difference between selling feelings and selling products is more than just semantics; it has everything to do with how your audience perceives what you’re selling them. If they don’t feel anything for your product (or service), then there’s no reason for them to buy from you — and that’s the first step toward closing the deal.
Selling feelings isn’t about making up fake emotions or exaggerating what someone else feels; it’s actually getting into their headspace so that they can envision themselves using whatever it is that you’re pitching as an essential part of their lives or businesses. If a customer is already interested in buying something from you, then this shouldn’t be too hard.
Understand your audience, choose your words wisely, and the rest is history — leading to our next point…
Catering to Your Audience’s Needs
One of the most important things when it comes to closing your leads is catering to your audience’s needs. One of the biggest pitfalls marketers often fall into is being self-absorbed and focusing too much on their own product, rather than the consumer at hand. In turn, the marketer comes off as needy rather than as a helpful companion.
This is where choosing your words wisely comes into play. You can talk all day about how great your product is, but will it work in closing your leads? Probably not.
Here’s an example we used in a prior blog, but one that resonates deeply even decades after. When Steve Jobs announced the iPod in 2001, he didn’t get up on stage and brag about the technological marvel of 500 GB. Instead, he emphasized the benefits that it brought users, which led to the iconic “1,000 songs in your pocket” tagline.
The point? Understand what your audience needs, and speak to that.
Closing Your Leads Through the Customer Journey
Personalization is especially important when it comes to closing your leads. The more personalized messages you send, the better your conversion rate will be.
Consider using a service like MailChimp or HubSpot to blast out emails — but make sure they aren’t boilerplate. There’s a great quote from one Andy Bernard that emphasizes the importance of “name repetition, personality mirroring, and never breaking off a handshake.” The former is especially important, as Dale Carnegie likens name repetition to “the sweetest and most important sound in any language.”
Another aspect of personalization is keeping in mind where the customer is in their journey. Not every customer is ready, willing, and able to purchase your product in the given moment. And that shouldn’t dissuade you from pursuing them as potential clients down the line. Being mindful of where they stand and being able to patiently walk that walk with them will further develop brand loyalty down the line.
Remember that some customers are like fertile seeds that need to be nurtured before they bloom into fruitful plants!
Closing Your Leads with ONE18MEDIA
At ONE18MEDIA, we have decades of experience between our multi-talented team of digital marketing experts. On top of that, we have an extensive résumé of helping clients close leads and increase their revenue. To learn more about how ONE18MEDIA can help you with closing your leads, please visit our website and get in touch with us today!