:: Copywriting and Direct Marketing ::

Every business owner wants to sell more of their products and services. Before this can happen, it is important to understand a few simple but powerful marketing strategies for building trust and desire among your prospects

Below are three simple marketing strategies that will help you to attract and retain new customers.

Strategy #1: Classifying Buyer Personas

Defining your Buyer Personas is a great strategy for learning more about the specific wants and needs of your customers. A persona is simply a biographical description of a certain buyer type.

Two very popular personas are the NASCAR Dad and the Soccer Mom. These personas were actually created and used by both the Democratic and Republican parties in past elections.

The best way to start defining a Buyer Persona is to simply look within your current customer database. By looking for common purchase patterns, you’ll find it is possible to group particular customers by similar wants and needs.

Your Buyer Persona attributes can contain all types of data including age, income levels, geographic location, or business type. Basically, anything that pertains to your business and is measurable can be used to define your various personas.

Strategy #2: Define Your Unique Value Proposition

Before you can successfully sell to prospects and customers, it is important to first define your UVP - otherwise known as your Unique Value Proposition. Defining and offering something unique will also help you stand apart from your competition.

If you can’t think of anything unique you can offer your prospects and customers, then it’s time to design a UVP from scratch. See what your competition offers and come up with something that makes you stand apart!

What does the competition do well? Can you find a way to do it better or to alter it so that it becomes a unique part of your service?

Below are a few suggestions for figuring out what your competitors are good at doing.

1. Purchase an item. I know this might be painful, but it is a great way to better understand how a competitor successfully fulfills an order.

2. Subscribe to your competitor’s newsletters. This is a great way to discover the value they are providing to prospects and customers.

3. Sign up for catalogs and brochures. By getting on your competitor’s mailing list, you’ll get a better idea of the frequency they mail as well as what types of catalogs, fliers, and offers they are mailing.

Defining your Unique Value Proposition helps set you apart from the competition and communicates your compelling value to prospects and customers.

Strategy #3: The Marketing Folder

When a prospect shows interest in your business, what do you give them in order to further develop trust and confidence?

You should be giving them a 2-pocket communications folder that further educates them and gives compelling reasons why they should further engage your products and services.

I recommend you include the following in your folder.

1. The Compelling Story: Every small business owner should be able to tell a compelling story about their passions and why they started their business. A great story about why you started your business can create instant trust. Try and craft your story so that it appeals to the emotions, is fun to read, and provides a sense of passion.

2. The Business Advantage: On this page, you will want to summarize all the advantages of doing business with your company. Communicate your unique approach, the value customers get when they do business with you, and why your products and services are the best in your field.

3. Solving Problems: Type up a page that demonstrates how you have solved other customer problems. Describe 2-3 customer problems and how your business solved them.

4. Product and Services Page: This page describes the benefits of your main products and services. Make sure to concentrate on benefits and not features.

5. The Testimonial Page: This is the page that summarizes your best customer testimonials. A testimonial is proof that you have a track record of delivering what you promise. Make sure each testimonial focuses on the specific result that was achieved to help the customer with their problem.

It is ok to add additional items to your marketing communications folder as long as they are relevant to your prospects.

These strategies will go a long way to helping you convert prospects into customers. Make sure sure you spend quality time with them.

Corte Swearingen has been helping business owners grow their profits for the past 18 years and is the founder of the SmallBiz Marketing Tips website. For more information on attracting and converting new prospects, read Powerful Marketing Communication Strategies.

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