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Get Customers Effortlessly


Tune into your Customers

Put two tuning forks next to each other. If you strike one, you’ll hear the note. Surprisingly, if you silence the tuning fork you struck, you’ll still hear the note.

The second tuning fork picked up the sound… without even being touched.

This is resonance. When you are in tune with your ideal prospect, the message resonates with them. They pick it up and hear it in their hearts. Your song becomes their song.

And it is effortless. No pressure. No hard sell. It just naturally happens!

 How Can You Tune into Your Customers?

The second tuning fork picks up the sound because it’s on the same wave length. With your customers, it happens when you “sing their song.” To do that, you must know your customer.

It works when you enter the conversation already going on in their head.

1. What is your customer is thinking? What is on the top of his or her mind?  What are their attitudes, biases, or concerns?  What belief system do they have?  How do they filter the information that comes to them?

2. Who does your prospect trust? You can resonate when you use their trusted sources. Who do they believe? Do they trust polls or scientific studies? Do they respect social proof or government reports? What experts do they rely on? Use these sources as you connect with them.

Recognize that a government source will be less valid to someone who trusts Glen Beck. And Glen Beck will be a worthless source for someone who relies on MoveOn.

3. What is your Customer feeling? What keeps them up at night, worrying?  What emotions are at the forefront of their mind?  Are they worried, fearful, angry, excited, determined, discouraged, or doubtful?

Often promotions draw on customer’s fears to motivate change. And if this is at the top of their mind, you will resonate as you use it. But once that link is established, draw them toward hope. Lead them to excitement, expectation and the dream that your product can produce the solution they are seeking.

4. What is their biggest problem?  This can be tricky. You must know what your prospect imagines is the big problem. This can be very different from what the real problem is.

To resonate with your prospect, you must first address the concern is in their mind. Only then can you move on to the deeper problem your product is designed to solve.

Perhaps your prospect says his problem is that he keeps losing money in the stock market. The real problem may be impulsive decisions or following dated advice that causes him to buy high and sell low.

To resonate with your prospect, first focus on their perceived problem. Then you can expand to explain the true problem and offer help.

 Start Where They Are

Your prospects have a certain level of awareness. Some of them know they have a problem, the see the solution, and just want to buy and get started.

Some know they have a problem, but they don’t know what the solution is. Maybe they’ve tried a bunch of things but they haven’t worked. Then you can show them the right direction and they’re in.

Some don’t even recognize they have a problem. They just feel a general dissatisfaction.

To be effective, you have to tune into your prospect where they are. For example, with an iPhone user, you don’t need to convince them to buy the newest iPhone.

They know about it. They want it. You just need to give them the best price and they buy.

For those who don’t even know they have a problem, it may be most effective to tell a story or case study. Start the story from where your prospect is—just generally dissatisfied. And show the journey of the case study from discovering the problem to finding the solution.

Perhaps Jim feels hopeless about ever having enough money to retire.  As readers see him making trades-without any skill, but with the help of your guru—they see a solution.  They have hope.

As your prospect relate or resonates with the story they come to realize they don’t have to feel helpless. There’s a better way. Your way!

But if you start in the wrong place, they won’t realize your product applies to them.

Effortless Persuasion

When you totally understand what your prospect thinks, feels, and worries about. When you know who they trust and the understanding they have of their problem, then you can write video scripts, web pages, emails and direct sales messages that resonate.

Like the tuning forks, they hear your message and immediately start singing the same tune. They feel understood, valued, and respected.

They jump in. They join your tribe, trust you and buy from you. No hard sell. No difficult persuasion. It naturally follows—like one tuning fork picking up the sound from another.

Sandy Fox specialized in copywriting for newsletter retention, renewals and win-backs. For more information contact her at Sandy@InvestmentCopy.com or visit her website at www.InvestmentCopy.com.

 

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