Unless you’re an uber famous Hollywood star, then chances are you ask this question almost every time you purchase something (unless it’s toilet paper): Why should I buy? For one thing, some Hollywood stars probably do use their money as toilet paper. But the point is money isn’t exactly an issue for them, so they don’t put much consideration into most price tags they come across. For us Average Joe Consumers though, we’re on a constant hunt for value. We’re like a real-life version of The Price Is Right; with every successful move hinged on the price of a product or service. Now, apply this mode of thinking to your prospect’s perspective.
Every time a potential client is presented with your product or service, they will ask themselves why they should buy from you. This is a natural reaction—people have a natural propensity for procrastination. However, when you multiply this by the effects of today’s economy and then multiply that by the thousands of new small businesses entering the marketplace on a daily basis, well, you sure have to give them a helluva good reason why they should buy from you.
Now, hopefully you’ve been following along and enjoying our articles, so perhaps you’ve heard us mention unique selling point (USP). Your USP is the answer to your prospect’s question as to why they should buy. Make it incredibly obvious what makes your business different from the masses. These are the one or two gems that make your business a necessity in your prospect’s life. Take note of an important element in that preceding sentence. You need to make sure you keep your focus on just a couple distinguished aspects of your business. Include more than that in your marketing and branding efforts and you’re going to sound like a recent graduate’s resume, listing everything from “habitat improvement” for mowing lawns to “sales experience” because they buy groceries on a regular basis.
Spread your apparent specialties too thin and throw fluff at your prospects and they will see through you. And remember, Newton’s Third Law here: for every action there is an equal and opposite reaction. This can go two ways for word of mouth (WOM) marketing. Most people only talk about getting clients through WOM, but if you come off as the recent graduate in your business pitch, then you may lose clients through WOM. Just think about all the countless blogs and online forums here on the Web today. An obvious trend is people’s absolute love of discussing hate. People are just tickled pink that they now have the opportunity to complain about anything at all that bothers them. Whether it’s the fact that one of their feet is bigger than the other so they have to buy two pairs of shoes or that they visited some person’s website and thought it was nothing more than a cheap ploy, word will spread about your business.
Your specialty could be the fact that you’ve never once been late or missed a deadline or possibly your stunning customer service which never allows the phone to ring more than three times and the promise that they’ll get a live person on the phone every time. Write down your business’ top 10 attributes, and then narrow that last to your top one or two. Now, make sure you’re striving for attributes that are not only top-notch, but are also distinct from other competing businesses.
Just be ethical, present your business in an honest manner, keep your USP simple and laser-beam focused, and prospective clients will then know why they should buy from you, and only you.