Focus on your audience, not on yourself 馃拋
Have you ever come across a salesperson who instead of talking to you to understand your needs and if you really have some problems that need a solution, what he/she does is activate a Presentation Mode and talks for minutes about how great their company is, how wonderful are their products or services, and so on? In the worst case, they won't let you or interrupt them, lest they forget the lines they have memorized. How do you feel in those moments? Do you want to continue listening to this person or do you prefer to run away? We bet it's the latter.
This reaction is completely normal. What has a salesperson who has behaved in this way shown us? That he doesn’t care about our needs and just wants to close the sale, so we make a purchase, whether we need it or not. Getting defensive in situations like this is a natural reaction since we interpret the seller as a danger that wants to convince us to buy something we don't need. What do we do with dangers? We avoid them.
Facebook and Instagram ads are no exception, and the seller/customer dynamic, while taking another form, is still there. How easy is to avoid annoying ads on Facebook and Instagram? Easier than breathing. And that is what awaits us if we do it like the salesperson mentioned above. How can we shift the script? We give you some of the most important recommendations:
Don't talk about yourself, your product or service, talk about what you, your product or service can do for your audience - don't bore people, selling is not a monologue, it's a dialogue. Address their problems and their goals.
Do not focus on the characteristics of your product or service, focus on what they bring to your audience - this is one of the most typical mistakes since you run the risk of your audience being in too much of a hurry or too distract as to wonder about what this or that product trait can benefit them. Do that job for them!
Keep your communication style warm and friendly. Your mission is to help and give value to your customers - not convincing them to purchase something they don’t need. If your intentions are not to adding real value to your customer, they will notice and ignore you – the same as you would when you are in the customer role.
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