Every business owner dreams of creating a product that their audience cannot do without. They want to create a product that screams “buy me now”. They want their audience to salivate at the mouth to get the product. But first, people must know your product exists in order to even want to buy it. Every business owner has the classic question:
How do I get people to see my product?
Thankfully, there is a process to follow to help your product get seen, and seen by the right people.
Know Your Audience
Before you even create a product, you should have an audience in mind who needs it. You should be able to actually narrow down this audience to between one and three personas that you can write every last bit of copy directly to. It might sound counter-productive to narrow down your audience to an audience of no more than three people, but time after time studies show that marketers who know exactly who their audience is, and therefore who their product is for, have a higher rate of success.
It can be frightening to narrow down your audience to very specific demographics because you want to sell this to “everyone” or “every mom” or “ever business person” or “every virtual assistant” or “every Name Your Niche.” However, the fact is that this is not going to work well.
What works well is picking a very narrow niche within your niche to whom all marketing materials are addressed. By picking three personas, you can test out all three and see which works best. But, make no mistake – the more you can narrow down your niche, the more sales you’ll make.
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Focus on Benefits over Features
Your audience, no matter how well you relate to them, wants to know “What’s in it for me?” They need to understand what benefits your product offers them, and what problems the product solves for them. If you’ve designed your product for a specific audience to solve specific pain points, you’re half way there already. Just ensure that the copy on your sales page, and on any advertisements, addresses benefits over features and spells out the problems it solves.
Even the title of your product should address what your audience will get out of the experience of using your product. If your product helps your audience lose weight and get healthy, your title or subtitle should be clear on that. Don’t be tricky with title names. Use keywords that mean something to the audience.
Deal with Audience Objections
If you know your audience well, you will already be aware of potential objections they may have regarding buying your product. These objections depend entirely on your audience but some might be:
- The product is too expensive.
- The product scares me.
- This is too hard.
- I have all the time in the world to get this product.
- I’ve tried everything, and this one won’t work either.
Each audience will have their own objections to a specific product. Know what they are and address them in your sales copy. Give a money back guarantee; show how the product is worth hundreds more than you’re asking for it. Provide a digital tutorial on using the product; offer extra coaching; show how this one is different from the others by having test candidates use the product, and provide case studies.
Whatever you need to do in order to overcome the potential objections to help them click “buy now” should be addressed.
What’s your experience? Let’s discuss them in the comments!
Image credit: The U.S. National Archives