By this point, we all know the basic strategies of a great marketing experience for our targeted public: you promote high-quality information and products, engage your readers and convert them into long-term buyers. These days, however, things are a bit more complicated than that.
With such an overwhelming amount of marketers offering their products on every digital channel available, it’s pretty overwhelming for customers to choose what to buy or not. This means that even your most reliable clients are now taking more time to take each offer into consideration. The competition increases day by day, so how can you stay on top of everything?
There’s one key answer: empathic marketing. More precisely, we can use one of the most basic human instincts to prove that our products and services are trustworthy and solve problems.
Explore readiness
Imagine having an interesting conversation with a friend when another person interrupts you. Pretty annoying (and distracting), right? Well, the same goes for your customers. They go on a website or enter social media, they find your interesting services, they’re trying to find out more about it….and then another offer steps in and interrupts the experience.
Creating empathy by relating to the user’s problems and lifestyle increases your chances of turning him into a loyal buyer. Considering one of the biggest trends of 2017, videos, you can always use powerful images to engage your readers. I know, it does take more time than writing a few words, but it will pay off in the end.
In other words, it’s all about connecting to other people as you would with a close friend. Most marketers are using aggressive strategies and imperative verbal expressions such as ‘You have to see this’ or ‘Buy this now!’
Let buyers make the final decision
As Harvard business professors David Garvin and Joshua Margolis explain, you have to “think of yourself as a driving instructor. While you provide oversight and guidance, your ultimate goal is to empower the [advice] seeker to act independently.”
One of the main reasons why people fail to buy a product is that they don’t feel like they have much of a choice. Instead of trying to compel your readers over and over into making a purchase, focus on delivering high-quality, informative content.
The key towards converting readers into buyers is to combine tips and facts with daily problems your potential customers may experience. This way, you will appear much more trustworthy and you will gain real, long-term clients who truly respect you.
