How do you determine what’s on your prospects mind and how aware they are of their problems or desires?
This can be tricky.
Two steps that will help you identify these important factors are:
- Talk to people in your target market and find out what’s on their mind. A bit of market research if you like.
- Find out how the consequences or implications of these problems or desires are showing up in their business or personal lives.
Let’s take our internet-based phone system as an example…
It provides organisations with a 50% saving against traditional phone systems and provides the latest handsets with lots of extra features, in a fixed monthly fee package.
We know our prospects want to save money on their traditional phone system. But because they’re so busy all the time, they don’t realise the savings are so huge, never mind all the extra features.
And a little further investigation determines it’s not just about the savings. Prospects see their phone system as critical and are scared to change to new technology, irrelevant of the savings.
A not so good headline for this group of prospects would be. “Switch to an internet-based phone system & save 50%”.
But a much better headline would be. “Our existing phone customers guarantee internet phones work & save 50% against old phone systems. Call 0800 1833800”.
Now, as experts on internet-based phone systems, we know that a 50% saving is important. But not the key driver on its own.
The real driver of change here is risk. Take the risk away and then present your prospects with a 50% saving. Bingo. You have the winning formula.
Can you get past what you know & get into what’s on your prospects mind?
…because that’s the place to start.
