“Needs-based” selling (communications) skills. It’s not all about you! Homepage writing tips.

December 30, 2011

Three effective writing techniques and why they are essential.

By Maureen McCabe

People buy a product or service when they have a need, want, or dream. What need does your business service or product address? Communicate your customers’ needs at every opportunity, and your business can thrive. But how can you do it consistently and successfully?

Good listening skills are essential. During a conversation, it can be easy to learn about your prospective customer’s problems or challenges by simply asking open-ended questions. Although you might get excited and want to interrupt with an idea or two, or talk about your product, please hold back. (I know that this is incredibly hard to do!) Instead, continue to probe until you identify all of their needs.

Too frequently, business owners communicate the features of their product without ever circling back to how the product addresses the customer’s specific need. The result – a frustrated customer who doesn’t feel that you were listening and understanding. Why would they hire you if you don’t connect?

Keep the following in mind when it comes to writing content for your marketing materials – from the website, newsletters, to videos and more. On your homepage, please refrain from writing about yourself or the product’s features first. For some unknown reason, when it comes to the written word, most business owners’ one-on-one selling skills get thrown out the window.

To reiterate my focus for messaging and copywriting – minimize the use of ‘we do this, we do that’. The following messages are resonating well with my prospective clients, but are used for reference – not subliminal purposes. The messaging in all of your marketing materials should be based on one or a combination of the following:

1. Needs (Needs or Advantages – not Features)
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2. Dreams and Aspirations
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3. Immediate Benefit
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Speak in the words of your prospective customers, or you won’t reach them.

P.S. No-Charge Marketing Advice

Perhaps the unintentional subliminal message resonated. Learn ways you can generate more sales leads and increase your revenues. During your consultation, we’ll ask questions to learn more about your business and your marketing and sales activities. This will enable us to provide a few ideas to help grow your business.

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