As small business owners we are all part service providers, part salesperson and part psychologist.
The psychologist part is a vital aspect of sales and marketing that is often overlooked.
The mindset prospects generally use as their default setting, when confronted with a sales offer, is one of skepticism.
They are ready to block that message quickly.
The only reason a prospect is ever interested in talking to you about your business is because you promised a solution that they found appealing. It matched their worldview and hit a “pain point” they are suffering from.
When I write buyer-centric copy for any client, I always start by finding out what my client’s buyer’s value most about the business.
During the reply phase of projects the same type of response ideas starts coming back pretty quickly.
Once I see the same kind of response coming back eight times or more, I know we have “flattened” the response. Now we look for the ‘gems’ and personality responses that so often occur.
Then we use those words and ideas to create buyer-centric sales stories.
The reason using the buyers words in sales and marketing messages work is because those words feel genuine to skeptical buyers. They are not contrived, they are genuine. As a result, they flow with a strong believability when delivered.
They are basically, "Buyer-Centric Stories and Strategies that Create Sales."
