YourBusinessWithJamesCaan2016 - 25

PROMOTION

So now's the time to find their problem,
their pain. Establishing their needs has to be
done before you can sell them your product.
Thousands of products are launched every year,
and about 90% of them will fail. To succeed, you
need to stand out. You need to create a demand
in order for the market to know exactly why
something's needed.
Take the fridge. In the 1940s you were in
the top 2% if you had one, but today we all
do - it's an essential. And how was it marketed?
Did anyone want something big and clunky
cluttering their kitchen? No. We were told
that leftovers were bad, that refrigeration was
needed - the product was secondary, it was all
about how it would change our day-to-day.
So, think fridge. Sell your product and your
brand in a contextual way that spells out exactly
how it will improve their life.

Educated consumers
Today's clued-up consumer does their research
before buying. See this as an opportunity and
you'll be in good company - Ikea, ASOS, Apple
and Etsy - a few of the big players reaping
rewards of incorporating education into their
marketing strategy.
Their marketing teams provide everything
from industry news, trend reports and product
guides, to engaging social media that's destined
for endless sharing - and so turning
browsers into purchasers, and
in turn, to promoters.
In a world-gone-mad
with ever more creative
marketing tactics,
Instinctively consumers feel that
it's vital that you
knowledge is power. Once you've
see educating your
established that link you will be on the
customers as separate
way to precious repeat business. And
to all of this.
because you've sold them what they
You need them
to feel the difference
want and delivered it in a safe, secure
between your product
way, they're more likely to return
and everyone else's plain
old marketing.

E N C O U R AG E
C U S T OM E R S

Crucial bond of trust
Now you've recognised the learning-focused
mindset, you need to remember you're not
selling a product, but a solution to their
problem. And it's at this crunch point that trust
moves front and centre. Your customer needs
to feel in safe hands, certain they're in the right

W H E R E TO S TA R T ?
■ WRITE A BLOG
Not only do blogs generate traffic, they
help to sell a brand on a human level and
convert visitors into customers
■ OFFER CASE STUDIES
They're unmatchable in encouraging
clients to clarify and visualise what they
can expect from a service
■ TUTORIALS
Educate people with a how-to video, or
write compelling copy on how to get the
most out of your product: it demonstrates
a confident, helpful ethos

place. By this stage your brand needs to have
built a strong connection.
'At this stage in the journey, the customer
should be about buying and nothing else',
says Jamie, adding, 'Now's the time to remove
anything in their way, and strip the checkout
back as far as you can go.'

Holding on to loyal customers
Educating customers doesn't stop when the
transaction goes through - far from it. Existing
customers tend to spend more than new ones,
so big businesses always have at least one eye
on customer loyalty.
And while this can only be measured in the
long-term, it starts right after that first purchase.
The trick is in making your site, along with your
other channels, enticing enough so that even in
today's content-drenched world, your message
is impossible to ignore.

M O R E I N F O R M AT I O N
Call 0115 933 8790
Visit www.wearejh.com


http://www.wearejh.com

YourBusinessWithJamesCaan2016

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