Proper Answering Of Customer Needs

It is a continuation of tyhe last post .......
Expect and address skepticism and objections first
=> Answer the biggest objection first:
=>Why should I bother reading this?
=>Give details, =>reassure, =>persuade —
whatever is most appropriate for your audience.
If you hook them, they want answers to their questions:
=>What is it?
=>What will it do for me?
=>Who else (like me) has used it and what did they get out of it?
(Here is a place to incorporate testimonials and endorsements.)
=>How much will it cost?
=>When and where can I get it?

Focus on the benefit to your customers .

Instead of focusing on the features of the product or what you do,
tell your customers about what they will get.

When you do write about a product feature, tell customers
what it will do for them — why it will make their lives better.
Create a desire.
It may be useful to pose a question to the customer,
show them the benefit, and tell them the action to take to get it.
Consider providing information that is useful in its own right,
such as a helpful tip or resource. This adds a benefit to the publication,
and it demonstrates your intentions and expertise.
Use testimonials:
Unless you are writing to leaders and executives,
who are less likely to be impressed by others' opinions,
let testimonials describe the problem that your business
solves and the benefit. Use testimonials that don't sound
as though you wrote them. But don't let testimonials drown out
your voice and message. You want to develop a personal
connection with your audience.Make it authentic, personal,
fresh, and direct Suggestions for how to do this include:
=>Write the way you talk — casually, informally.
=>Don't get caught up in being grammatically correct.
Talk directly to the reader ("you").
Write as though you are addressing someone you know.
The more you have identified a specific segment of your audience,
the easier this is to do.Avoid hype and overstatement. If you need to
convey excitement, can you do it without saying that it is "exciting!"?
Don't risk disappointing your readers by misleading them or promising
things that you can't deliver.

Edit the draft:

It is time to edit. When you edit, work from general to
specific — and from key messages to details.
Focus on organization first, language later.
Group it Look at what you wrote and start to group the sections
that make sense together. Be flexible. Try different arrangements.
Remove redundancies.Grab them Start with an intriguing anecdote,
a provocative question, or an unusual perspective.
Don't cause customers to respond, "So what?" Inspire them to continue reading.
You likely have fewer than 10 seconds to engage them.
Concentrate on a single message If readers give your message
only a few seconds, will they absorb it? Cut content that doesn't
serve your message or goals. Help your readers scan .
Organize your message in containers
(a heading and a paragraph or two, maybe with an associated graphic and caption).
Convey your important points in the elements that customers read first (and often last):
=>Headings :
They are the most important part of your content because readers are
likely to skim only them when deciding to read more or move on
to something else. Take special care in crafting them.
=>Captions :
Use them to make a point, not just to describe the image.
After headings, readers are most likely to skim captions.
=>Subheadings and bullet lists :
These devices help readers to skim the publication quickly
and give them additional entry points into it.Hone your message
to the essence of each idea Use short sentences (10 to 20 words)
and paragraphs (2 or 3 sentences).
This is also a good time to check for grammar and edit out
anything unnecessary: "modifiers, complex clauses, awkward phrases ".
=> Use an active voice, and avoid business jargon, obscure words,
stale phrases, and any abstract or confusing ideas.
=> Make it concrete and straightforward.

Tips for writing effective marketing publications

When you want to develop your business ==>>
=> how do you get your message across?
Awash in information, few people have the time to find, read, ponder, and respond to the many messages that inundate them.
=>How do you connect with potential customers?
The short answer: Send your message to the people whom it is likely to interest,strive to develop a personal connection, and get to the point quickly, clearly, and compellingly.
Marketing writing that is effective is not flashy. It communicates, and it elicits a response.Use these tips to write effective marketing materials, and then learn more about how you cantarget your message delivery for the best results.
In this article you will, I think personally, acquire :
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How to write effectively
How to get a response
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How to write effectively :
Successful writers take a variety of approaches to the task of writing.The following steps outline an approach that you can adapt to suit you:

=>Prepare to write,
=>Draft your copy,
=>Edit the draft,
=>Polish your message .
Note : Why not copy and paste? For efficiency, most businesses
frequently reuse copy, such as descriptions of the company,
products, or key personnel.This boilerplate text is usually
general and supplemental. If you start with it,customers
probably won't read past the boilerplate text before they stop.
Boilerplate text is often efficient but not always effective.
Use it wisely.

=>Prepare to write:

Preparation is the partner of clear thinking, and that is
the foundation for clear writing.The better you prepare,
the easier the task of writing becomes.
Do your homework and gather your research.
Learn as much as you can about your customers,
your market, and your competition. You will lean on this
knowledge to build your credibility with your potential
customers. The resources for gathering this information
may include the following: Industry data Performance statistics
Customer metricsSales dataTestimonials and endorsements
of your products and servicesListen to your customers .
You will develop empathy for their issues.
Then, when you remember and usetheir language,
you will convey that you understand their concerns.
To learn the terms that your customers use,
try the following:
Visit online newsgroups and discussion groups daily.
Listen in on sales and support calls weekly.
Meet with key customers as part of a quarterly advisory council.
Identify the action that you want readers to take.
What do you want customers to do when they are finished reading?
=>Click a link?
=>Make a phone call?
=>Send a response card?
=>Think more highly of your business?

Determine carefully how much information you need to provide to get customers to act.
Be realistic — you are unlikely to close a sale.
And test your response system so that you can follow through
effectively when many of your readers do act.
Define your goals :
=>What will success look like?
=>Do you want a specific number of new prospects, or new or returning customers?
=>Do you want to meet a specific sales volume, or
=>increase thenumber of visitors to your business?
Knowing what and how much you want to achieve helpsyou
to stay focused when you develop your content.
Take stock of your resources:
Work within your budget and other limitations. It is better to work with what you have than to get halfway through your projectand realize you can't possibly meet your goal within your resource constraints.
Draft your copyKnow the difference between writing and editing.
When you are writing, editing hinders you. Save the honing for later.
Write anything at all . Don't expect to get it right at first.
Turn off the inner critic as you write about:
=>Your overall message => Your key points =>What you want to tell your readers?
=>What you want them to do? => How your product or service will benefit them.
Keep writing until you think you have covered all the points that you need to make. Make it as long as you need. You will return to it later to organize, edit, and hone it.
Suprabhat Saha.
Ebiz4ver.com