AMiable Solution #292: Are You Spooking Your Customers?
This time of year, things tend to get a little scary, and not just for the little ones. Your actions, or inactions, can make approaching your organization a little frightening. If you’d like to avoid spooking existing clients and potential prospects, check your marketing for the following:
1) Make it easy to find your contact information. If you bury your phone number or address on an obscure or inconvenient page, you’re sending the message to your customers that you’re either not interested in talking to them or that you’re not a legitimate, trustworthy business. The point of selling products or enlisting members or receiving donors is to connect with your audience! Include your contact information on every page of everything you publish—web pages, letterhead, brochures, catalogs, newsletters, postcards…you get the idea.
2) Time your pricing right. If you’re pushing a high-dollar product or service, sell your audience on the value and benefit of your offer before you reveal the price. That means taking the long-copy route and providing exceptional testimonials, descriptions, etc. Advertising the price before conveying the benefits could spook a potential buyer.
3) Look the part. We’re thinking websites here. How many times have you visited the website of a company or organization and high-tailed it to another URL because what you saw scared you? If you want your market to see you as professional, capable, trustworthy, and reliable, your website needs to look the part. If it looks outdated, abandoned, sloppy, or disorganized, you stand little to no chance of ever connecting with your visitors.
Customers also get leery if you talk more about your company than about their needs, so be sure you keep your focus on your reader. Looking someone in the eye builds more relationships than hiding behind a mask does.