Truth is — there’s a little cynic in most of us. It’s that part that doesn’t trust people to be the best of themselves — and for good reason. But how do you serve the cynic? Because underneath all that armor just may be the ideal client.
Well, they need 3 core things:
#1: They Need A Product Or Service That Over Delivers
The most effective marketing begins with a clear understanding of what your client wants and needs and then a solution that gets the job done.
To make the most of this — evaluate the promises that you share in your marketing copy. List the benefits that you say your service provides, and then make sure that you keep your word. Does your product or team do what you say they will do?
But don’t stop there, find ways to over deliver. For example, if you sell cameras, you may include a bundle with a back up battery. It’s the consistent little touches that make you stand out over time.
#2: They Need To See What You’re About
Be transparent and clear about what you have and how you take care of your clients. Don’t embellish, but do give them a chance to see how you do what what you. Free trials, sample products and recorded testimonials add transparency to your business. Your potential client is able to experience your product or listen to the experiences of others.
And if you’re not ready to video, then consider audience testimonials or written ones. Just make sure they are real and that you can prove it.
#3: They Need The Freedom To Love It Or Leave It
It’s the thing that money back guarantees are made of. The freedom to leave without a ridiculous penalty often eliminates a barrier to entry. If it’s a service contract, then decide up front the rules of engagement for ending the contract early. Understand that every client will not be a great match for your company, so create an exit plan that’s fair and sensible for both parties.
The cynic comes with a lot of automatic reservations. So use those concerns to tighten up your product and the marketing message about it.
Client Listening Photo via Shutterstock
I believe number 2 and 3 are the most critical points in this very insightful post. Hope to see more articles like this tomorrow! 🙂
I’ve found that if you can win over a cynical customer, they can turn into your best source of referrals. Once you gain their trust they are usually very loyal.