Understanding Your Value: Why Should Your Prospects Care?

Jan 2
06:28

2024

Bob Leduc

Bob Leduc

  • Share this article on Facebook
  • Share this article on Twitter
  • Share this article on Linkedin

In a world where consumers are constantly bombarded with advertising messages, it's crucial for businesses to effectively communicate their value proposition. This article delves into the importance of answering the silent questions every potential customer has: "Who are you and why should I care?"

mediaimage

The Silent Question Every Prospect Asks

Recently,Understanding Your Value: Why Should Your Prospects Care? Articles I mistakenly dialed a wrong number and was greeted with an unexpected recorded message: "Hi. You've reached Mike and Kathy. Who are you and why do we care?" After the initial surprise, I realized that this is the exact question every potential customer asks when they encounter any form of advertising.

Do You Have the Answer?

Imagine a potential customer asking you, "Who are you and why should I care?" How would you respond? Would your answer make them more or less inclined to do business with you?

While prospects may not voice this question directly, they are silently and unconsciously asking it every time they see your ad, visit your website, or listen to your sales presentation. By proactively addressing this question, you can significantly enhance the effectiveness of your advertising efforts. Let's break down this question into two parts for a more detailed analysis.

Part 1: "Who Are You?"

Trust is a fundamental factor in any purchasing decision. Customers need to be assured that you are capable of delivering the benefits they expect in exchange for their money.

The answer to "Who are you?" could be as straightforward as stating, "authorized distributor for [well-known company]" in your promotional materials. This strategy is often employed by new distributors for network marketing companies, leveraging the credibility of a well-known corporate name to establish trust.

Tip: Instead of merely listing your professional credentials or personal achievements, translate them into benefits for your customers. For instance, instead of saying you were a top producer last quarter, emphasize how you helped numerous new distributors achieve success, which in turn made you a top producer.

Part 2: "Why Should I Care?"

Customers make purchases because they expect to gain something more valuable than the money they spend. This expected gain is the BIG BENEFIT, and it's the reason they care - provided they are the right prospects for your product or service.

You have control over whether they're the right prospects by targeting your advertising to reach those most likely to need or desire the benefits your product or service provides.

Tip: Promote the most significant benefit you offer to prospects in your targeted market. If you target multiple markets, identify the most important benefit for each and promote it accordingly.

While you may never be directly asked, "Who are you and why do I care?" remember that prospects and customers are silently and unconsciously asking it every time they interact with your brand. By proactively addressing this question, you can significantly improve the effectiveness of your advertising and promotional efforts.

Article "tagged" as:

Categories: