How to Convert with a Promise
If you’re running a business or leading an organization chances are you’ve experienced the effects of low customer conversion. This is the notion of generating a lot of interest but ultimately receiving little sign-on.
Moving a consumer from consideration to a decision to buy is hard work. It is critical that you slow down to really evaluate what promise your business is making to see what expectations your brand is really setting forth for potential customers. It can be tempting to rush into pushing what you have in an attempt to make the sale. However, that approach can cost you in the long run.
Customers not only buy your product, they are getting so much more. They’re also buying a part of an idea. It’s this expectation of perceived value. Your brand makes a promise and that ultimately becomes an obligation to customers. Don’t just push the product, push the promise, the transformation they're going to get after engaging with your brand.
What idea is your brand creating? What transformation can your customer’s come to expect?
Every Brand Makes a Promise.
This is the transformation that our customers are looking for and come to expect.
I get this question often, “How will I know when someone is serious about buying and not just interested?” I have four key thoughts that I believe will help you connect better and lead with your brand promise to take customer conversion to the next level.
Match a customer’s dilemma with your solution. Put yourself in their shoes. This is your opportunity to draw on emotions and connect with your customers.
Draw on unique differences that are value adding. Bring forth product benefits that are unique and valuable at solving your audience's dilemma in your customer-facing communications. In a competitive marketplace, you need to point out what makes your business different.
Build on key attributes that are ownable to your company. The more strong, favorable, and unique qualities you can identify about your product, the better. I encourage you to think about what’s important to your customers and what things they care about most.
Sell the transformative end state. I encourage you to be aspirational. You have so much more than a product. When customers sign up, what are they really getting?
Your customers are out there. Don’t settle for just making the sale and signing people up when building a brand. Those you’re serving deserve better than that. It will reap reward over time to leverage what your brand really promises.
Cheering you on!
Sharnell Weathersby
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