Branding, Trust and Differentiation
Your branding is so much more than your logo and website design. You need to find a way to differentiate yourself from the pack and show the values that your brand stands for.
As business owners, we sometimes we fall into the trap of being overly confident in how awesome our product is and can’t understand why customers wouldn’t want to buy. That’s why it’s good to step back and remind ourselves that our customers are just like us. Everyone, including you, fears wasting money and feeling stupid. Every time we’re betrayed by a sleazy salesperson, we toughen up just a little. Our mistrust grows and our inclination to believe shrinks.
To combat this, everything on your website needs to show you can be trusted, including real contact information and testimonials, your photograph, useful FAQs and clear, reasonable calls to action. Prove you’re trustworthy by demonstrating your value, putting your customers first, and keeping your promises. If there’s anything fishy about your site, such as hard to find contact information, poor grammar or cheesy design your potential customers are likely to go elsewhere.
Everything boils down to that last second before the buy button is clicked. Subconsciously we all look for one last small thing that says, “this is a bad idea”.
Some people take pride in being able to “sell ice to an Eskimo” but in my opinion convincing someone a product is right for them when it isn’t and then leaving them feeling stupid for wasting their money is wrong. Your job is to find the right products and services for each specific customer. No force, no lies, no garbage. Make them happy and they will stay a customer for life.
Personalisation and Authenticity
In your website copy, show your potential customers how, specifically, your product or service will help them. Tell them what to expect once they start using your product. People do not buy until they’re absolutely certain that they can trust you, and the product is exactly what they are seeking and worth the money.
Do everything you can to help them feel comfortable buying from you. Put a photo of you or your business on your about page. Make sure you can be contacted. Provide phone numbers and an address on your site. Provide them all the information you possibly can on each product. Unless you answer every question they have they are unlikely to buy.
Consumers expect more brands and companies to do more than just push a sale, and it’s no longer enough to get your message out and wait for customers to come to you. You need to establish a personal relationship with your audience by showing them they are not just dollar signs.
Humanise your brand, show your company’s values. Even “boring” industries can spice up their brand by adding a human element.
Make a list of who your target customers are to determine who you are trying to attract to your business. Think about what their problems are in relation to what you do. Do they have problems that you can solve? Jot down what you think would be the most common response if you had ten potential customers in a room and you asked them “What is the biggest challenge you face?”. Your aim when pitching is to get your potential customer to feel something.
Choose the top services or products that would increase your revenue, or that you love delivering or are most profitable. Be authentic and add value to your audience, so that people still want to work with you, whether they buy from you or not, you want to get a good reputation in the marketplace. Focus on delivering great customer experience. Wrap good products, services and solutions into a total experience.
A happy customer is your best marketing tool, and building trust is the key to success.