Great Marketing Promises Everything The Buyer Wants

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Zig Ziglar famously said: “Give enough people what they want, and you will be rich.”

As a marketing strategy, it sounds simple, right? Just give people the products or services they want, and you will be successful, right?

Yes and no.

While the principle still stands, probably more so now than ever before, there have been some changes along the way. Progress happened. Advances in technology, generally accessible information and more knowledge in general had a dramatic effect:

As everything got better, people’s expectations also evolved.

Keep in mind that the term “marketing” refers to ALL touch points with your business. It starts with the top-of-funnel content or advertisements, and it ends with a client or customer that is so happy they tell others about it, or so disgruntled that they tell many others about it.

Why? Because everything on the customer journey creates impressions and perceptions. While some of these are aimed at getting the prospect to do business with you, others are aimed at getting people to buy from you again, buy from you for longer, and getting people to refer others to you.

So…

What do people want from your marketing?

1. They want their pain points solved, or pleasure obtained.

As humans, we are driven by either moving away from pain or moving towards pleasure. However, with so many products and services on offer, people have become more critical.

The fact that information is freely available to help them make the best possible choice means that while they have more options to choose from, there are also more competitors you have to deal with.

The bottom line is that, with so many options to choose from, people can afford to be picky.

2. They want to know they will receive what they paid for, and expect.

In the past, the promise of less pain or more pleasure was all that was needed for people to buy products.

Today, that has changed. With so many scammers and low quality products (and services) out there, people want to be sure that what they are buying will in fact deliver on what they expect.

Today, reviews, testimonials and references are more important than ever.

3. They want the whole process to be as easy as possible.

In many cases, people don’t just buy a product or a service. They buy a solution or outcome, and an experience in doing so.

Do they have to jump through unnecessary hoops in order to do business with you? Oops, you lost a deal.

Do they have to deal with pushy sales people who don’t address their concerns or don’t answer their questions? There are others who will listen.

Do they have to struggle with payments and unsuitable delivery options? Your competitor will welcome them.

4. If something goes wrong, they want it resolved speedily and efficiently.

Did someone get the order wrong? Or was it sent to the wrong address? Did the item arrive in less than perfect condition, or did the service run into issues upon delivery?

You may already have sealed the deal, but you can be sure that – if you don’t deal with these issues instantly and efficiently – they will tell their friends about it. In fact, they may tell the whole world about it using a platform like Yelp.

Customer satisfaction is part of what they pay for, and what they expect.

5. After-sales service.

Often times, people have questions about a product they purchased, or a service they ordered – after it was delivered. If it was a cheap product or a simple, low ticket service, some suppliers may be tempted to tailor their response to the value of the purchase.

However, you may want to keep two things in mind:

a. How you respond is likely to determine whether they will buy from you again.

b. How you respond is likely to be shared with people they know – or, if it is bad enough, shared with the whole world.

6. Buyers want clarity.

Many advertisers love vague wording. Terms like “get cover of up to $1 million from only $25 per month” come to mind.

It took a while before people realized that the entry level price does not buy the top product – but that was left in the hands of the person doing the telesales.

When it comes to higher ticket products, buyers want to know that they understand exactly what they will receive, what the procedures for returns, refunds and guarantees are, and what level of after-sales service they can expect.

7. Buyers want to be treated fairly.

In the case of a defective product, or a product that does not do what was promised, people don’t want to be stonewalled when trying to get a refund.

In the case of any dispute, especially when it comes to higher ticket products and services, people want to know that they will not end up losing a lot of money, or being unhappy with what they paid for.

If something goes wrong, they want to know that they can get a refund, or – in the case of a service – issues can be resolved.

In conclusion:

The term “what people want” has evolved to include much more than it did at the time the phrase was coined.

However, the principle is still as valid as ever.

In reality, great marketing not only promises “everything the buyer wants” – but also delivers on it.

Because the delivery and follow up are part of an entire marketing system.

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