Audience missing the point? Get more sales with these 5 messaging tips
No wait, you just don’t get it-
Not feeling understood is one of the worst feelings in the world.
Like hold on - I KNOW this can help you, just hear me out.
But the person you want to help responds with courteous nods and blank stares.
Believe me, I know that feeling well (whatever marketer decided to call our field copywriting needs to learn a thing or two about copywriting…)
But even if your business lives in the realm of the complicated - or the revolutionary - there are ways to get through to your audience.
Copywriting ways ;)
But seriously, you can stop getting hit with blank stares whenever you talk about your business.
Because when you pair the right communication strategy with the right audience, they won’t just get it - they’ll be excited for your help.
Let’s break down the problem, shall we?
You’re selling something really cool. You know it can make people’s lives a heck of a lot better. But either:
Your idea is new… people haven’t had time to grasp it’s potential
Your solution is niche. Maybe it’s been around for a while, but they certainly aren’t talking about it in everyday sitcoms. In other words, it’s not common knowledge
There’s some really high level science supporting your claims that most people just don’t understand
Ok but… isn’t being technical/unique/fresh supposed to be an advantage? Don’t people love getting the next cool thing?
Well… people are creatures of habit. We love our comfort zones and tend to follow the crowd. If Suzie has an iPhone, I should get an iPhone. If John hired a dog trainer, I should try that too.
But here's the kicker: new is scary. It's a risk, and it takes effort to take it on. And with our busy lives focused on work, family, and health, learning about the next cool thing often falls to the backburner.
UNLESS —
Unless you can meet that person where they are at, in their world, and make your solution seem like a no-brainer to their biggest problems or desires.
In other words, if you want to reach the people you want to help, you’re going to have to reach outside your bubble and into theirs.
And if you can do that, it’ll be a win-win for everyone (they get you help, and you get paid).
So we have our goal. Now let’s talk strategy.
So you can find the right words to get your audience to understand your worth.
Know the problem (and the dream)
People may not know what the heck you’re up to. But they DO know their daily struggles. They know what they daydream about in the shower. They know what their world looks like, and it matters to them. A lot.
And you know what else? They surround themselves with people who “get it”. The ones with similar problems, or who have been where they are.
In other words, they want to feel understood.
If you can meet your audience where they’re at - and empathize - they’ll know that you’re their kind of people.
And then, after finding that connection, then you can introduce a solution.
So instead of coming up to a stranger and being like - look, I can make all your dreams come true with my magic new offer! (which inevitably leads to the ya right, I would’ve heard about you if you were actually magic response)...
You go hey, I totally get you and we’re on the same page. Isn’t it awesome that I also have something that can help you, friend?
Oh I had no idea! Let me give it a try.
Creating genuine connections with your audience before trying to sell to them might seem too simple. It’s a human approach to marketing after all. But - it works.
2. Bring on the real life stories
Ok great, but how do you communicate that empathy -> solution framework?
One of the best ways to help your audience feel understood - and help them imagine how much better their life will be with your help - is through stories.
No, you don’t have to read a children's book to them.
But you should share something that happened to you or one of your clients that demonstrates three things:
The initial struggle or desire (empathy time)
The solution (you)
The outcome (how their life improved after getting your help/knowledge)
Because by sharing a real life story, your audience will be able to imagine themselves as the main character. They’ll be able to feel the challenges and the relief that your story highlights.
And it will help them play out the scenario in their head. By describing someone who’s like them, who then does a thing, and then has an amazing result, they can imagine the same scenario in their own life. So logically, if they do the same thing, they can get that same result.
These stories are going to be a lot more effective than what a lot of small business owners (understandably) default to:
3. Skip the jargon (and the spreadsheets)
When you’re trying to convince someone that you can help them, you might be tempted to show off a bit with all the niche knowledge you’ve acquired.
Or, since you’re so deep in your world, you might be showing off without even realizing it. The words seem normal to you, but sound completely foreign to your audience.
But using big words or numbers is not going to connect you with people. Not when they aren’t already very invested in your solution. Instead, it’ll form a big ol’ barrier that you’re going to have a hard time breaking down.
So instead of using your language to explain your offer, figure out how your audience would explain it.
Yup, I’m talking about audience research here. A nerdy solution for a nerdy problem.
(I’ll give tips on how to do the research bit in #5)
Then, once you know how and what they like to talk about, explain your solution using their language.
Connect with them using ideas and words from their world, not yours.
That way, you’re furthering that connection. You’re showing them that you deeply understand their problem, proving you’re the right person to help.
4. Keep the focus on the benefits
Here’s another caution to the passionate.
You understand your business inside and out, and you know exactly what makes it so amazing. But if you start getting into the nitty gritty to an audience that didn’t even know you existed five minutes ago… you’re gonna lose them.
The focus needs to be on the real-life changes you are offering them. Will they feel more relaxed, confident, energetic, or maybe attractive after you help them? THAT’S what matters now. Not the ingredient list, or the list of deliverables, or the research you did to carefully craft your offer.
After they work with you and see just how great you are, sure, they might want to geek out with you on the specifics.
But when you’re helping them understand, you need to focus on problems and outcomes, and introduce your offer as a simple bridge between the two.
No glazed eyes here, just motivation to get the help they need!
5. Listen - and ask questions
I’ve been saying a lot of “know this” and “know that” about your audience. So I wanted to share a quick tidbit about how you can figure all this out about your audience in the first place.
(plus customer research is one of my favorite things to talk about, so I had to squeeze this in)
To figure out what problems and goals to talk about to connect with your audience, you need to do some digging.
One of the easiest ways to get your data is to ask past clients and customers. A quick form with questions as simple as:
Why did you seek out my help?
What problems were you facing before you worked with me/purchased my product?
How do you feel after working with me/purchasing my product?
What’s something that surprised you about my services/product?
Will give you a gold mine of inspiration.
If you don’t have many clients or customers to ask, you can look at other people’s reviews who offer a similar solution.
You can also have normal, everyday conversations with your target audience, and listen to what they have to say.
Online forums are another treasure trove of insights.
Wherever you look, just make sure to really listen, and not assume. You just might find that you can help in more ways than you know.
It's difficult to persuade someone they need something they've never heard of or don't fully understand. Even for experienced marketers.
But if you keep learning more and more about your audience, and keep putting stories and messages out in the world, you’ll find the words that stick. The words that resonate. The words that make people light up with hope when you talk to them.
If you’re offering something that can help people, you will get there. Words are powerful, so use them wisely!
