Your audience, clients, customers — whatever group you are trying to reach — isn’t really interested in most of your thinking, judgment, opinion or advice. Even if you are an expert. They are interested in what you know or can do that will give them what they want.
One of the truisms of marketing and selling products or services is that you don’t sell features, you sell benefits. But the caution that is missing in that advice is that the benefits have to match what the prospective buyer wants. Do you want to sell your product or service to your target market more quickly, more easily and in greater quantity? Show clearly how the benefits of your product or service satisfy its desires.
Regardless of your niche, here’s what people want from you:
1. Make me happy.
Create products or services that give people what they want, not what you think they need or should have.
Freud had a point in his “pleasure principle.” People think that getting stuff they want will make them happy. Or at least give them some enjoyment.
Buying something is all about how the buyer feels. If your product or service appears to satisfy a desire, relieve a problem or make him feel good, or at least better, then you’ve hit your target.
Your buyer doesn’t care about what you think he should do or buy to get what he wants. He cares only if your product or service is something he believes will do the job.
2. Don’t make me think.
Create products or services that are easy to understand and use. Not only do potential buyers not care about what you think, they want products that are intuitive and don’t make them have to think. They don’t want to hear a sales pitch and they don’t want to have to listen to a long explanation.
I purchased a book on web usability back in 2002 which said it all in the title: “Don’t Make Me Think.” The idea applies to more than website development. It applies to all products and services that become successful. Ironically, even successful books on the thinking process are successful because they make thinking about thinking easier.
Fortunately, the idea of “don’t make me think” is itself intuitive. You know from your own experience that no one wants to read a manual. You know that when you shop for consumer electronics you go for ease of operation over extra features.
Make it clear on the face of your product or service that using it is a seamless experience. Because it’s more about the experience than the exact product. Make it unnecessary to explain features. Make it fun, interesting or exciting. Make it so easy that your sales pitch is mainly telling stories about the wonderful experiences other people have had with it.
3. Don’t make me wait.
Create products or services that “do it now” or can be delivered quickly.
One of the reasons that people buy more ebooks than print books is that they get “instant gratification.” If you can create a produce or service that gives people results speedily, you increase its value.
As I said earlier, it’s all about feeling. If you can a get reaction like “Wow, not only will this relieve my headache, it’ll do it in five minutes!” — you’ll have a winner. People want their problems solved now. They want to start getting money now. They want their dinner now.
The prevalence of fast food outlets in every corner of the nation should tell you how little patience people have. Make your product or service an “instant happiness burger.”
Many creators of products or services are trying hard to develop things that are helpful and beneficial. They want to truly satisfy needs. They want to solve real problems. They are told that once they explain the benefits and features of those products or services properly, folks will want to buy them. So they create their products and services and are ready with their reasoning and explanations. And then they find potential buyers just don’t care about the thinking behind their creations. They just want what they want. And they want to feel good about getting it.