If you have been following my posts, you will recall recently I published a post on the 6 Key Steps to Successful Content Marketing Campaigns. Since then my posts have gone into more detail on each of the key steps.
This post is focused on the fifth step – making it clear to your ideal customer why they have to buy the product or service they need from you.
Each step has been building to this point. You have identified the market you want to focus on. You have created a profile of your ideal customer. In the last post we focused on how to introduce your product or service to them.
Why Should They Buy from Your Company?
Now it’s time to show your ideal customer why yours is the best company to provide this product or service to them. You can’t expect they’ll buy from you just because you offer this product or service or you’re located in the same city, area or state they’re in. You have to let them know why it’s in their best interests to buy from you. (The old WIIFM formula we have heard so much about.)
If your product or service is superior to anything like it on the market, you explain that to them.
Most probably you are not going to have that luxury. So you have to let them know why you are the best provider of the product or service.
- Your company may offer the lowest price in the market. You may sell it on that. There is one big problem with this. It’s the weakest selling point you have. Why? Because any of your competitors can lower their price at any point. It opens the market up to a price war where each competitor has to continuously lower their price to survive.
- Your company may be known as the one who provides the best service out there. You let your ideal customer know this. You do this through testimonials from past customers and also case studies. Ideally you reach a point where there is a groundswell of positive unsolicited comments about your company. Customers on their own are telling others how great your service without any prompting from you.
- You pride yourself on being the company that offers the product or service that you yourself would want if you were in the market. You make sure it has the qualities or features it needs to make you successful.
- Your company is at the forefront of innovation in your segment of the market. Your product or service is several years ahead of the competition’s. You work continually here to maintain this position in your market place.
- Prior to introducing your product or service you have checked and rechecked it to make sure there are no bugs which will cause your customer problems. You never want to be in a position where the customer loses time and money because of a problem you did not know was there.
You Always Want to Be the Big Dog
You want your company to be known as the preeminent supplier of your product or service in your field. This is the best spot to be in. When you are in this spot, your company is the top dog. Each of your competitors is going to increase their efforts to knock you off. The secret for you is always to keep one step ahead of them.
