Choosing A Product That Your Customers Will Love
Every business owner dreams of choosing a product that their audience cannot do without. They want to find a product that screams “buy me now”. They want their audience to salivate at the mouth to get the product. But first, people must know your newly found product exists in order to even want to buy it. Thankfully, there is a process to follow to help your product get seen, and seen by the right people.
Know Your Audience
Before you even start looking for a product, you should have your audience in mind who needs it. You should be able to actually narrow down this audience to between one and three personas that you can write a very detailed product description that makes them want to buy it right now. It might sound counter-productive to narrow down your audience to an audience of no more than three people, but time after time studies show that when you know exactly who your audience is, and therefore who your product is for, you will have a higher rate of success.
It can be frightening to narrow down your audience to very specific demographics because you want to sell this to “everyone” or “every mom” or “ever business person” or “every virtual assistant” or “every Name Your Niche.” However, the fact is that this is not going to work well. Nothing is stopping the other people from buying, but you benefit from being able to talk to and about the small group of customers you find it for because you will be able to promote it to them.
What works well is picking a very narrow group within your niche of shoppers to whom all marketing materials are addressed. By picking three personas, you can test out all three and see which works best. But, make no mistake – the more you can narrow down your niche, the more sales you’ll make. When you find something, and it sounds just like it was made for you and what you need, are you more or less likely to buy it? More likely, I would guess. Like, a purse that is just your favorite color and has the right amount of pockets and inserts and zippers – you are going to snatch that up without thinking twice.
Focus on Benefits over Features
Your audience, no matter how well you relate to them, wants to know “What’s in it for me?” They need to understand what benefits your product offers them, and what problems the product solves for them. If you’ve chosen your product for a specific audience to solve specific pain points, you’re half way there already. Just ensure that the information in your shop and with your clerks, and on any advertisements, addresses benefits over features and spells out the problems it solves.
Even the title of your product should address what your audience will get out of the experience of using your product. If your product helps your audience lose weight and get healthy, your title or subtitle should be clear on that. Don’t be tricky with title names. Use words that mean something to the audience.
Address Their Objections
If you know your audience well, you will already be aware of potential objections they may have regarding buying your product. These objections depend entirely on your audience but some might be:
* The product is too expensive.
* The product scares me.
* This is too hard.
* I have all the time in the world to get this product.
* I’ve tried everything, and this one won’t work either.
Each audience will have their own objections to a specific product. Know what they are and address them in your display and have some demonstrations to make it clear what the product is used for. Give a money back guarantee or give out samples to try; show how the product is worth hundreds more than you’re asking for it. Provide a digital or store tutorial on using the product; show how this one is different from the others by having test candidates use the product, and provide case studies. Once you are known and trusted in your boutique, a lot of the objections are limited because people will believe you bring good and valuable products to the market.
Whatever you need to do in order to overcome the potential objections to help them pick up the item and buy, should be addressed.
Can you think of a product that your audience would like? What are some objections they might present? Tell me about it in the comments.