Marketing 101: everyone needs it — sometimes for new learning, other times as a refresher course. Therefore this month’s issue of CONNECTIONS is about going back to the basics — how do you get your name and brand out there and what do you say about what you do. Please share these articles in the growth of your own business or share with your clients when appropriate as a value-added tool.
Marketing a Misunderstood or Scary Product or Service
What do you do if your business, product, or service is something hardly anyone is aware of or understands? Or worse yet, if it is something they are afraid of or want to avoid?
My answer is three-fold.
First, focus on the SOLUTION you are providing.
What is the primary problem your prospects have that you can solve? Do they have pain you can relieve? Do they have an ailment or affliction you can cure? In these cases, you are not selling your “scary” or “misunderstood” product or service; you are selling pain relief or healing.
It is imperative you look at what you are selling from your prospects’ perspective and talk about it in terms of a solution for them.
Second, understand your competitive advantage.
You must understand how what you sell stacks up against the other options your prospects have. Is it superior? Do the effects last longer? Is it safer? Is it cheaper? The list of questions could go on forever.
In the end, you must be able to clearly communicate to your prospects how you can help them in a way no one or nothing else can. This makes your “scary” or “misunderstood” product or service the only logical alternative for them and will help to overcome any obstacles or fear they may have. It simply becomes THE best solution for the problem they have.
Third, undertake an educational marketing effort.
Through your web site, a newsletter or ezine, special reports, tele-seminars and presentations, or other free information products and services, you have an excellent opportunity to educate your prospects about your product or service and to dispel any fears or misconceptions they may have.
You may even want to enlist testimonials from satisfied clients. People very often believe what others say about your business more than what you say. If you don’t yet have clients testimonials, treat some friends or colleagues to your product or service and ask them to provide you with testimonials in exchange. It’s a great way to get your business off to a great start!