How to attract a shoe-sale-frenzy level of attention to your products
Sitting on the beach on a glorious warm and sunny autumn afternoon, licking my greasy, salty fingers after a scrumptious fish and chip dinner with my kids. (I love to cook, so this was a rarity!)
In between mouthfuls, my kids love to run and chase the seagulls away, yelling at them to “Garn! Getoutta here”.
But as we reached the bottom of the chip bucket and the kids dispersed to expend some energy, my attention was drawn back to the Seagulls.
Their high-pitched cries of hunger “Wark Wark Wark” as they circled closer, threatening to take the last chip right out of my fingers!
It seems that the minute you arrive at the beach – fish and chips in hand – one seagull spots you, then they call their seagull mates, and before you know it the entire flock has arrived!
It’s a bit like us women at a shoe sale isn’t it? A frenzied excitement that’s so infectious we have to share it with all our besties!
So, how do you attract the same kind of attention to your products and your brand?
Customers who are so attuned to your every move that they flock to your website or social media – salivating over each new arrival, and advocating to everyone they know that they “must check out this utterly gorgeous, must-have item”.
Such passionate brand advocates are a business owners dream, right?
Truth smack: you can’t grow a community that is obsessed with your products and brand if you are (a) dry and boring, or (b) constantly pressing on them to buy, buy, buy!
To illustrate – tell me which description is more enticing?
“We’re having steak for dinner.”
“Smell the savoury cooking aromas wafting through the house, awakening your ravenous appetite and luring you to the dinner table. Feast your eyes on the luscious, juicy piece of steak, cooked to perfection and adorned by buttery, sautéed mushrooms. Relish the texture as you take a fork-full to your mouth, paired with the crunch of the al-dente steamed green beans and toasted almonds.”
Is your mouth watering yet?
Unless you’re a vegetarian (in which case, I sincerely hope I didn’t just make you barf up your breakfast), then I’m sure we can agree that the second description was the most powerful.
Using the right adjectives, your words can fire up your audience’s imagination and engage all their senses.
This is the type of language that results in your audience picturing themselves in your story. (And hey – if you have something to sell, you definitely want your audience to see themselves using your products!)
How can you engage with YOUR customers like this?
Step #1 is to understand your customers from a personality perspective – who are they? What are their deepest fears, passions, wants, needs and desires?
Step #2 is to understand what it is that they REALLY want. What are they really buying? That means the outcome or solution that your product provides, not the product itself.
Step #3 is to describe the transformation from their current position of need or want, to their desired ‘end result’.
The easiest way to connect with your audience is by sharing your own personal experience.
Nourished Life do a wonderful job of this. If you check out their Facebook posts, you’ll see she always speaks from her personal experience, and this really resonates with her audience who are on a bit of a journey with her.
My clients Lavish Chocolate Creations also do a brilliant job of presenting their products and promotions in an irresistible manner.
The women behind Lavish began their business only 6 months ago from writing this article, but in that short space of time have grown a highly engaged audience who just can’t get enough of their stuff! The outcome has been an explosion of sales.
Profile your ‘ideal customer’ (AKA create a ‘Customer Avatar’)
So, the moral of this story is that gaining customer clarity ultimately helps you to sell more products online.
Understanding your ideal customer like she’s your best friend helps your business to attract and convert more customers more efficiently and effectively.
You’ll stop wasting your time and effort trying to be all things to all people. Which, quite frankly, is pretty annoying when you’re on the receiving end of it!
The end result? You will sell more and make more money.
Download my free customer avatar guide
Grab my free “Customer Avatar Guide”, which includes a fill-in-the-blanks template to help you create your own detailed personality profile of your ideal customer!
Catherine Langman is the Founder and CEO of Productpreneur Marketing. Her passion is to help entrepreneurs with innovative, niche products to plan for growth, to get their products in the hands of more people, and to become a household brand (whilst stressing less, working smarter and enjoying yourself as much as possible!) An award-winning business owner herself, Catherine has extensive professional experience in product development, brand communications, digital design and online marketing for eCommerce businesses and direct-to-consumer brands.
As the founder and CEO of Mums With Hustle, I have the best day job in the world: teaching entrepreneurs how to grow their beautiful businesses online. When I started the business, that was everything I wanted, but since then, it has grown into something much bigger. Now, I get my joy from helping women find their zones of genius within a community that truly celebrates their success. I truly believe that when women choose to band together, we can do anything - and if you feel the same, there’s a place in the MWH community for you.
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