If you read any marketing books you’ll notice most will tell you that in order to be effective in sales today you need to market to needs. You must solve a customer problem or alleviate a pain they’re suffering from. But how do you make it obvious that’s what you’re doing in your copy and not scare your audience?
What Problems Do They Have?
First, you’re selling to people who want to find the perfect gift. They don’t want to give an ordinary gift card. You’re also selling to people who don’t know the person they’re buying for very well. Think about people buying for babysitters, coaches, and teachers. You’re also marketing to people who want to be reminded to shop local. There’s no better way to make a commitment to shopping local than by buying local currency.
What do all of these people have in common? They:
- don’t have any time.
- want to buy something the recipient will enjoy.
- are conscientious and community oriented.
- want convenience.
Knowing these things about them can help you speak the language that they speak. Think about what they like. Imagine them telling you of their struggles. As a friend, how would you answer them? How would you help them find a solution? Not in a heavy-handed way but through a gentle caring solution.
The other side of writing effective marketing copy and problem solving is by ignoring the problem and painting the positive side. For instance, instead of writing: “No time to find the perfect gift? Select local gift certificates.” You can use the positive, “Want a gift everyone will love? Choose local gift certificates.” It’s a subtle difference but one you may feel more comfortable with.
Identifying the problem and providing a solution is a quick way to stand out in a sea of sales. It helps people make an instantaneous connection by recognizing that you “get” them. Once they feel that way, they’ll listen to more of what you have to say. And that’s a good way to start a customer relationship.
