It's Time to Ditch the Hard Sell
There’s no doubt about it: content is a powerful sales tool. From web copy to brochure text, it can drive conversions and build your customer base. But a word of warning. If you take the hard sell approach, it is likely to do more harm than good. Here’s why you should starting thinking a little differently when writing your content, and how to do it.
What’s wrong with the hard sell?
It’s all about timing. The ‘hard sell’ is a very specific tactic, designed to quickly close a sale. And while it certainly has a role to play, there’s a great deal to be said for subtlety – especially when it comes to digital content.
To understand a little deeper, it’s time to take a big-picture view. The internet is a vast resource. And when it comes to spending their money, consumers have their pick of the bunch. They can purchase on-the-spot, or spend weeks making a decision. They can opt for a local business, or an international corporation. They are empowered to make intelligent decisions.
The hard sell is a risky approach, because it’s all or nothing. And online, the stakes are too high. It’s too easy for your audience to be put off by your forceful tactics, and divert their custom elsewhere. That’s why you need to consider a softer approach; one that will add value and entice clients with your honest insight.
Focus on benefits, not features
The hard sell approach tends to hammer home the features of a business offering. Perhaps it’s a top-spec camera, or a service that is available 24 hours a day, 7 days a week. It answers the question ‘what?’, but ignores the question ‘why?’.
Whatever you are selling, start thinking about the benefits rather than the features. How will your offering make a tangible difference to your customers? Why should they pay attention? Put yourself in your audience’s shoes, and see things from their perspective. Write your content in a way that will appeal directly to their hearts and minds: this is all about persuading rather than dictating. Your customers are decision-makers, so arm them with enough information to make that choice with confidence.
Show personality
Whether it’s website copy or blog posts, online content is a unique chance to show some personality. And this human connection can prove very powerful – making the difference between attracting customers or sending them into the arms of your competitors. The hard sell tends to mask your personality – opting instead for heavy sales discourse that masks who you really are. A more genuine approach will endear your customers, and show exactly why your business is worth paying attention to.
Take a varied approach
There all kinds of ways to convey your message – and the best way to do it is with a multi-pronged approach. A blog; social media; email marketing. They all have relevance in the sales process, without resorting to the hard sell – so be open-minded and start embracing different channels.
To find out more about content strategy and digital marketing, get in touch with our team today. We’ll talk through your options and help you to ditch the hard sell.
http://www.dotimpact.co.uk/time-ditch-hard-sell/