Dairy Marketing Practice | | Contributing Columnist |
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The 3 Things You Need To Use Words That Sell Dan Strongin ASQ CMQ/OE Uncorporate Consultant June 14, 2019 |
Let’s talk clarity. People click on pretty pictures, but do they buy? They see the flashy package. But these are decorations. What sells are words. Simple changes in a sentence can make a world of difference. Most of us talk about our products and what makes them great. It means a lot to us, but not always to them. For your customer, do any of those things make the difference? For years I did not have a clue. One day a hotshot asked me, “if you don’t speak to consumers how can you know what they think?” We come up with clever phrases. Do they like our phrases? Do they help a prospective buyer overcome their resistance to buy? Lots of people make good cheese, lots of people have state of the art stuff. Is that what consumers are looking for? Some selling language is annoying. Those titles with the three or the five things you need, or The Ultimate this or that, for instance, are annoying, but they work. They appeal to what people want. Good taste aside, they work. We are talking sales here. But it goes deeper. Most of us see the world through the lens of ME. To sell, we need words that talk to what other people see in their lens, not ours. We do not count when we are doing the selling. Most people want similar things: to be safe, to eat, to love, to do dignified work, to matter. They fear spending money. They distrust confusing situations, and do not like having to think too much. They like when told what to do. Not everyone, but most. For example, the deli sign that sold the most for me back in the day was a simple “You must buy this cheese!” In our words we need to talk to THEM. We need to tell them, in simple declarative sentences, how our product will help them be safe, eat better, love, etc. I will share a few things to help you do that. The three things you need to use words that sell are: 1) Clarity 2) Humilty 3) A Call to Action Something like: Dan Strongin is a former president of the American Cheese Society, chef and business coach for small to medium value added businesses. Dan can be reached via email at dan@danstrongin.com
The views expressed above do not necessarily reflect those of Cheese Reporter.
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