To sell more products, let’s talk about how and why our visitors get to our content.
Earlier we discussed the types of content you can create to sell products, but let’s back up a moment and put ourselves in the minds of our prospects. What role do we play in the decision-making process?
Know the Steps Your Audience Takes
Before your prospect or customer makes a decision to buy your products they’ve gone through a process. This process is often quite lengthy and usually requires a bit of research and decision making.
If you understand their process, you can identify topics and create content to reach them when they first begin researching a solution, and well before they’re ready to buy. For example, if you sell a high end food processor, your target customer might first visit their local department store to see what’s available. Then, they might come online to research those products they found and seek out new ones. They’ll be interested in finding reviews and comparisons of the products they’re considering. They’ll want warranty information, full details on the capabilities of the product, accessories they can buy and more.
Your content can be part of their research process and education. You then position yourself as a credible and trustworthy source of information – we buy from people we trust and believe to be credible.
Understand Your Prospect’s Objections
What stops your prospect from buying? What are their objections? Objections might be something like price, fear of change, or trust. With the food processor, they might be wondering if it’s worth shelling out the extra money for a higher quality machine. You can address this by showing the average lifespan of various products, comparing warranties and illustrating the long-term value.
Choose topics that address their objections. Generally, people make buying decisions based on their emotions and they look for validation in facts. When your content embraces storytelling and emotionally driven content backed up by facts (reviews, testimonials and case studies can do this), you are better able to overcome potential objections.
Lead Your Audience with Focused Content
Focused content provides more value to your audience. When you choose a narrow and specific topic, you can go deep and provide the detail they are looking for. Whether it’s a blog post, article, or email message, it’s your opportunity to really educate your audience. For example, instead of writing an article about 10 ways to lose weight this month, you might focus a post on one of those ways.
Why do this?
Focused content has the ability to lead your prospect through their learning and buying process. Let’s say you write 10 different blog posts, one on each of the ways to lose weight. In each of those articles you can logically lead readers into the next post and/or link to the weight loss solution you’re discussing.
You’re guiding their learning and decision making process. The longer a person is on your blog or website and they’re engaged, the better chance you have to motivate a click and a buying decision.
What to Do Next
Once you have firmer grasp on these concepts, it’s easier to start creating content that effectively sells products. Be sure to read our post on types of content that sell products.
And remember, we’re always here to help with your content creation when you need it. Check out monthly savings program here, so you can continue to create value-laden content for your audience.