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.

Masters of Marketing

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Al Gore, My Dad and a young boy.
I have been on the Internet since before Al Gore. In 1982 I set up my first Bulletin
Board System with a CPM (Before Dos) computer. My Dad was the only one who
used it and we were able to communicate with each other from a long distance
using our modems. It was a big distraction, hard to do and I dropped the whole
project after about a month.

But, before I get into the technical part of where I came from, I think you need to
understand how I even arrived to a point of having computers invade my life long
before they invaded the rest of the civilized world.
As a young child it became apparent I had a gift to create, draw, paint and
illustrate. My 5th grade teacher even brought me home one day, to inform my
parents that they had a child protégé on their hands. My Dad was horrified by the
thought and made it a point to often tell me the world was filled with starving
artists. Thank God, I also loved academic pursuits and did well in math, science,
history etc., but my passion was the arts. By the time I was a young adult, I was
making a decent income as a self employed artist and used this income to go to
what little school I did manage to finish.

This lifestyle of never working for anyone else allowed me to free up the left side
of my brain and until I was 30 years old, I was a surf bum, living from beach city
to beach city chasing waves and making money as an artist. Life was truly good!
By the time I had moved to Whidby Island, Washington State, in 1978, I had
become famous as one of the top ten Scrimshaw artists in the world. I lived on
the beach, ate Dungenous Crab, had a great garden, a fishing boat and a sports
car and spent the weekends in Seattle pursuing the night life, but something was
missing. I felt a call to serve people with my talent, so I moved to San Francisco
in 1982 and started a Design and Ad agency called TNT Studios. Our market
was primarily direct marketing campaigns, Business to Business (B2B), trade
shows and printed collateral.
The business took off and we rode the Silicon Valley revolution into the digital
world. It was about this time I purchased our first computer. It was an Actrix
computer and used CPM as it’s operating system. My main objective was to
develop databases so I could easily keep track of my clients, keep them informed
and to make this database available to our sales as well as automate our billing
process.

About the Author:

Thomas Prendergast has been in marketing his entire adult life. He is an
accomplished and world famous illustrator and designer. He has been running
Inetekk.com for over 5 years with 5,000+ subscribers to his systems.
He has been a full time Internet marketer since 1992 and has helped thousands
of people start their own Internet businesses. He is known in the Industry as
an Internet genius, The Bomb by his friends and a major threat by his
competitors.He resides in Del Mar, CA with his wife, Teresa, his daughter,
Taylor, and his son, Franklin.

All of the referenced materials in the following section of this book are courtesy of the originating authors of those chapters. Not all of their concepts, practices, suggestions, theories and instruction follow with what I have learned from the Internet, but do go far to illustrate what I am about to reveal to you. TP
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