The word "selling" comes with certain connotations these days. Wary buyers think of seeing the dreaded 800-number on caller I.D., knowing it's a telemarketer; or they think of quick-talking car salesmen willing to say almost anything to close a deal. They think of the twenty-somethings populating kiosks at malls, interrupting shoppers' walks to the food court with calls of, "Excuse me! Could you take a minute to-" And then, of course, are the ads. Buyers live surrounded by them. They've grown inured.
Here's the point: Most buyers are extremely attuned to when someone is trying to sell them something-and they're turned off when they see the same old tactics. They hate feeling as though a salesman is trying to push a product on them, and for good reason-it sucks! And it sucks because there's no emotional response involved.
In order to part with hard-earned cash, buyers need to feel an emotional response to a product or service-especially if it's in a creative industry. They need to feel inspired and excited, willing to believe that what they're purchasing can make their lives a little easier or richer, more meaningful or adventurous. In other words, they need to immediately see and feel what's in it for them. So get creative! It's the only way to spark an authentic emotional connection with a prospective buyer. Ask yourself a few questions:
- What are three ways that we know we have changed lives through our product/service in the last 3 months?
- Who knows about the impact we've had?
- What are 6 ways we can promote that impact?
- What are 3 publications that would be interested in those stories from a human interest perspective?
Focus less on selling your product and more on making people aware of its impact and your product or service will sell itself.
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