criteria What if I told you there was a simple marketing strategy you could use to ...
- Stop perspectives from price shops
- Convert more prospects to customers
- anticipate competition
there you want to know about it right?
is even better. Because there is no need to be a great writer or a great marketer ... ... to put this strategy to work in your business.
Just so you know how powerful this particular strategy is, let me tell you a story ...
Before becoming a freelance copywriter, I was the only copywriter and online marketing for a well -known companies home schooling.
I had been mulling over how to use this strategy in the business. One morning, it has tripped.
I spent 4 hours writing 8 short emails. I've added to our e-mail system, submitted the form of opt-in on the website, and I waited to see what would happen.
The results?
Almost 20,000 subscribers in the first year and $ 115,168.09 in revenue.
The series of e-mail has continued to produce revenue in the second year, the third year, and so on. Everything from less than a day's work. Pretty amazing, huh?
The strategy I used is called:
"Setting the buying criteria"
A clear way to say it: establishing criteria by which your prospects to make a buying decision.
In a nutshell, here's how it works. In your marketing materials (e-mail, brochures, web sites, sales letters, etc.), you want to define what makes a good buying decision. And in your definition, you want to make sure that your company, product or service is the only one that fits the definition.
This is the setting of the buying criteria.
When you set the criteria, you always want to do it in a way that excludes competitors. They should not be able to qualify under the criteria you set.
This is why the criteria that you use should always be exclusive to a greater or lesser degree.
Let me give you a quick example ...
Suppose for a moment that you are a car manufacturer that specializes in sports cars. One of the criteria might read like this:
"Whatever sports car you choose, make sure it has at least 250 horses Any less and you will sacrifice speed, acceleration, and performance, all of which are. Essential for the pleasure you get from your new sports car. "
you'll notice I set the criterion (250 horsepower) high enough that eliminated some cars, but not so high that it has eliminated all cars. It does not matter. The important thing is, I've narrowed field.
As we move, we layer additional buying criteria:
"Once you have found a sports car that has at least 250 horses, you'll also want to make sure it has a 6-speed manual. Least half the fun of a sports car is to be in total control. its own automatic transmission will not cut it.
"rear-wheel drive is a must for a sports car. It gives you the best possible power curve, without feeling like you're going to run off the road (as you might feel with a front wheel drive vehicle).
"See also for fully independent suspension, so as to get the best road feel. Each wheel will move on its own, independent of the other wheels, providing maximum traction and performance.
"Finally, be picky about the kind of sports car engine is equipped. The best sports car engine is a boxer engine. It is perfectly balanced and does not produce vibrations. You can set up a quarter directly on the engine while it is running and will not fall. Also, the boxer engines sit low to the ground and provide a lower center of gravity. boxer engines can be found in 12 flat-4 configurations plates, flat-6, and. "
Selecting shrewdly these and possibly one or two additional criteria, I can do my sports car the only logical choice in a crowded market.
And 'the same with your product . If you judiciously define the criteria for the purchase, you will create a scenario in which the product is the only one who can possibly qualify. All competitors' products will fall short.
Why Setting buying criteria works
Setting the buying criteria works for three powerful reasons:
1. you are seen as someone who can be trusted
telling your prospects of what you should look for when. they make a purchase - or, conversely, telling them what to pay attention -. you become a trusted advisor
your prospects believe you have their interests at heart (and you ago), so that they are more likely to purchase the product in place of the competition.
2. You are leaving your prospects to come to their own conclusions.
When you set the buying criteria, you're not saying, "buy my product because it has X, Y, and Z."
, however, you are indirectly lead your prospects to the conclusion that you want them to achieve. Are you saying: "When you make a purchase of this type, be sure to get one of these things ..."
Your prospects run down the checklist that you have created and decide-- own - That your product is the best choice.
3. It is doing something different.
If you look at the competition, you will be lucky if you find even one business taking advantage of this strategy. Which makes it easy for you to stand out.
When your prospects see that you are looking for them ... and none of your competitors are ... then it becomes extremely easy for you to turn them into customers. The outlook will be drawn to you, and will be happy to give you their business.
Other examples to illustrate the purchase criteria
I do not know what your product is, so I'm going to use a couple of examples to illustrate this process. So let's say you're selling a high-end ski jacket.
His criteria might look like this: zippered pockets, hood, removable liner, snow skirt, glasses bag, boxes season pass, and a new waterproof / breathable patented fabric.
As you watch the competition, it turns out that almost every single ski jacket on the market is "zipped pockets," and yet this is a feature that many skiers are looking for. "Zip pockets" alone does not stand out there, so go beyond.
Now you add the "hood" to your buying criteria. There are fewer ski jackets with both zippered pockets and a hood, but there are still many.
How to overlay each additional feature of your ski jacket high-end, you notice there are fewer jackets that meet all the criteria you have defined.
By the time you add the waterproof / breathable fabric patented to the mix, there is only a ski jacket still in the running. As it happens, which it is what you are selling.
And 'this starting to make sense?
If you are running an accounting practice, your criteria could be: monthly statements (including P & L, trial balance, assets and liabilities, known details of expenditure, etc.), quarterly tax filing, backups daily to prevent lost data and tax planning free twice a year.
If you sell a product for cleaning, your criteria are: kills bacteria in less than 30 seconds, use environmentally-friendly natural ingredients, makes everything fresh smell, is packaged in a container ergonomic and easy to use, and it comes with a guarantee of full refund of 0 days.
, you may need more criteria; You may need less. Only you will know for your particular niche.
How to define your buying criteria
to start to define your buying criteria, list all the features of your product or service . Do it quickly without thinking too much. Just write all the different characteristics that come to mind.
After capturing all the features that you can think of, review your list. Circle some of the key features that are always expected with a product or service like yours. the tour also features that are the most unique.
Now you have the raw materials you need to create a marketing piece that defines the buying criteria. The next step is in how you position these features - as you present them to your market.
This is a very important step. Place your criteria in the wrong way and people will ignore you. Place your criteria in the right way and new customers will flock to you.
How to position your criteria
When you set the buying criteria, there are a number of ways to move. As you place them is important, and it can work better than another for your business.
The series of e-mail I wrote to the company home schooling has been positioned in this way: "The 7 Essentials that will inspire your children to learn."
Many people (almost 20,000 of them in the first year) subscribed out of curiosity. They wanted to know what were the "7 Essentials".
with another client, I used a similar approach and ended with "The 7 Essentials of any e-commerce system." If you're in the market for an e-commerce system, you'll want to find out what the "7 Essentials" are. After you have finished reading, my client's system will be your only choice.
With my copywriting services, they position the criteria within the sales letter. As you scroll down the page, you 'll see a caption that reads, "The only thing your copywriter must have."
In this case, the only thing is so rare, I do not feel the need to have a long list of criteria. Just what is enough.
Another way to position your criteria is like a warning. "How to Buy a ______ without losing your" "shirt do not even think about buying _______ Until You Read This ..." or
a warning is a more direct approach, because it often acknowledges the wish of the prospects for the purchase of a particular item, but the approach can still work very well.
Joe Polish is famous in part for its setting method of buying criteria of guides consumer awareness. These small guides educate consumers on what you should look out for when they hire a carpet cleaner and other service professionals.
The ability to place your criteria are virtually limitless. Once you fully understand this strategy, you will start to think of many ways to position your criteria.
But remember this: the most effective way to position your criteria will always be an angle that educates and protects the consumer. We can not say, "5 reasons to buy my product."
Yawn.
Your prospect does not care about you or your product. At least not yet.
This is why you need to talk to your prospects with care and concern, as a trusted advisor to a dear friend. This is the way to reach them. So make sure that you place the criteria with that in mind.
Be sure to give a reason why
Before I turn you loose, I think it's important for you to understand one thing ... that is, the importance of giving your prospects a reason.
When you list your criteria and place them in a way that appeals to your prospects, you still need to make sure that - with each criterion - that you are giving your prospects a credible reason why it is so important.
In my sports car illustration, I have listed a reason why each criterion is important for consumers to consider when choosing a sports car. I explained how the fully independent suspension was necessary to "maximum traction and performance." I said that a manual 6-speed transmission has been important because it gives you the "full control."
If I had not given any reason why these criteria are important for the consumer to consider, my case was very weak. The same is true in real life. you have to give your prospects a strong reason why.
Review criteria. If you list a policy for which there is no good reason why you talked about, then it should not be included. Get rid of it or find another criterion to replace it with.
Evaluate Your Marketing
How to evaluate your marketing, ask yourself this question: I am setting the criteria by which my prospects make a buying decision?
If you do not, it's time for you to seriously consider how you could use this strategy in your business. It takes very little time to do it and is very effective.
Once you implement it, you will stop prospects from price shops, convert more prospects to customers, and - best of all - ahead of the competition to become the one and only logical choice although 're competing in a crowded market.
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