Want to know the biggest question your target customers are asking themselves before deciding whether or not they should spend their “uncertain” dollars on your product or service right now?
When am I going to need/use/want/apply this?
The one WORD to help you sell, even through this wave of new hesitation (which is actually not sooo new)? Brace yourself , because this is stupid simple:
Easy, right? Just. Say. “When.” Let me explain …
Over the past few months, the dynamics of product and service consumption have drastically shifted. Millions of people around the world are on stay-at-home orders, schools are shut down, plush toilet paper has vanished, and the internet fairies can barely keep up with the number of Zoom meetings and Netflix series we tune into each day.
Because of this shift, the spaces, places, and occasions for which someone would find a need for your product or service have also changed. Depending on what you sell, it could be for the better. For most, it presents a new marketing challenge – one that requires a shift to how you describe the necessity of what you’re selling.
Put simply, today’s game is about relevancy. To win, you need the right words that sell.
THE SUCCESS OF ANY SALE LARGELY DEPENDS ON THE LANGUAGE YOU USE TO INTRODUCE WHAT YOU HAVE TO OFFER.
I know you know this. So, why are so many CEOs lately crippling themselves into a state of rushed innovation?
A pandemic arose and all of a sudden, nothing their entire brand sold was valuable or needed anymore. Whaaaaaat?
Are you one of them?
COULD IT BE THAT YOU ACTUALLY DON’T NEED TO LAUNCH SOMETHING NEW, YOU JUST NEED TO SHIFT THE WORDS YOU USE?
Maybe a new message for an existing product that better reflects your customers’ current situation is all that’s needed. Maybe you just need to explicitly say when this thing that you’re selling fits into their newly-altered lives and why. Think about it.
I just went deep into this subject of converting through crisis with my Copymastery™ Coaching community a few weeks ago.
I referred to the practice of timely language modification as “Choosing the right red for today’s occasion.” We spoke about the brands that are cutting through the clutter by implementing this strategy and replacing their old copy with words that sell … right now. You’d be surprised at how much consumer perception shifts when you spell out exactly when someone can or should use your product, even when the environment or circumstances surrounding why and how have changed.
SOME IDEAS TO GET YOU THINKING:
The accessories you need when working from home. (LoveSac)
Calming sounds when you need to unwind.
Indulge-worthy skincare when all you have is time.
Homeschool resources when you’re new to the task.
Bold lipstick when you still need to make a statement.
Freshly-prepared meals when you’re dining in.
JUST SAY “WHEN.” TRUST ME, IT WORKS.
Want to give it a shot? Drop a comment below with your new product one-liner and I’ll respond with some quick feedback!
By the way, with the exception of the first one, I made all of these lines up to give you some inspo. If something resonates for your brand, take it!