Stop Trying to Sell Through Your Marketing

August 21st 2014       Sally Ormond       emailmarketing, Marketing, selling, stop selling through marketing



You know what? I hate it when companies try to sell me stuff.

Whether it’s over the phone, through the mail or via email, their constant “buy from us because we’re really great” gets really boring. When will they learn that I’m not going to buy something just because they tell me I should.

Am I alone in this, or does it rile you too?

According to research carried out by Neilsen I’m not alone. Less than 50% of customers trust any form of advertising.

That’s not great news for business owners because it means all that pushing and over-promoting you’ve been doing isn’t effective.

Want to know why?

It’s because consumers want more; they want you to provide them with information, tips and advice and then, and only then, will they consider you as a potential supplier for what they’re looking for because marketing is all about trust.

Trust me, I’m a doctor

OK, I’m not, but you know what I mean.

A doctor gains your trust because of his or her training and qualifications.

If I’m looking for new windows, I’m not going to use a company just because they tell me they’re really good. First they have to gain my trust and here’s 5 ways they can do just that.

1. Facts

Before I buy my windows I want to be in full possession of all relevant facts.

I want detailed product information showing my choices. I want to know the benefits of each type of window and which one will solve the particular issues I’m facing. On top of that, I also want to know the costs involved, how long delivery will be and how long they’ll take to be installed and what type of guarantee is offered.

2. Questions

Once I have all the facts I’ll have loads of questions. A good idea is to keep a record of all the questions you get asked by your customers and put them in a comprehensive FAQ section on your website, but don’t make the mistake of thinking that it’ll replace customer service.

Yes, it will probably reduce the number of calls you get, but there will be some people who will prefer to speak to a real person to give them a bit more reassurance. Make sure your contact details are clearly shown on your website, brochures and all your advertising so people can easily get in touch with you.

3. Show

A lot of what I have covered so far is likely to be in writing, but your content doesn’t just have to be in text.

How about using Instagram and Pinterest to show me what your windows look like so I can get an idea of how my house will look like when they’re installed. You could even add videos and ‘how to guides’ in relation to maintenance.

4. Tips

Now’s the time to think big. Yes, you’re wanting me to buy your windows, but how about giving me some ideas on how to dress them, maintain them or customise them?

Use your imagination to show your breadth of knowledge about your industry and make yourself stand out from your competitors.

5. Reviews

Reviews, case studies and testimonials are great tools for selling on the sly.

Potential customers like me get to read about the experience of other people, how they felt about your service and product and the after sales care – all stuff I want to know about as a potential customer.

There are lots of ways you can persuade me to buy through ‘trust marketing’. Even simple things like linking to your product pages on your website with a “help me choose”, or “to learn more” call to action rather than the standard (and over used) “Buy now”. It’s also wise to make the most of social sharing and regular newsletters to offer tips and advice and keeping potential customers ‘warm’.

Content isn’t about selling; it’s about informing, educating and building trust. Isn’t it about time you gave your customers what they want?

Tags: emailmarketing, Marketing, selling, stop selling through marketing
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