You’ve tried to get their attention. You’ve read the right books, listened to all the gurus, and freshened up your appearance, but it’s not working.
You aren’t being noticed by the one you love. Your ideal customer isn’t giving you the time of day. They’re ignoring your offers. All of your overtures are rebuffed.
They’re just not that into you.
To wrap up Valentine’s week here on Copyblogger, we’re going to cover how to flirt with potential customers, get their attention, and make them fall head over heels with your product or service. It’s a five-part technique that — when implemented together — will attract the most resistant customer.
1. Make yourself desirable
Want to capture your potential customer’s attention? Give them what they’re looking for.
Hunger is the best sauce.
~ Italian proverb
Share valuable information, and make sure you’re offering what they actually want. You can do that by:
- Checking your search stats to see what terms people use to find your site,
- Using sites like Twitter and Facebook to “listen in” to conversations about what buyers in your niche want, and
- Observing what people actually buy (rather than what they think they would buy).
High-quality information will establish your expertise and build your authority over time, and that is irresistible.
2. Show them the goods
You’ve captured their attention with your valuable, optimized content. Now it’s time to get their number so you can stay in touch.
Forget about all those cheap pick up lines you learned in high school. (Or the equally cheap lines that are still taught by sales trainers who apparently think we’re going door to door with vacuum cleaners.)
Instead, dangle something in front of your audience that they’ll find so useful, so compelling, and so tempting they’ll be rushing to type their e-mail address in your opt-in form.
Offer a solution to a problem, or a series of tips. Create a guide or checklist for getting something accomplished. Give them access to a free audio or video product.
It’s the first step in a sales funnel that will lead them along from free, to entry-level, moving through mid-range and on to the top of your price range. A really good free offer will make them fall right into the top of your funnel before they know what’s hit them.
3. Surprise them (in a good way)
Once they’ve signed up for your free offer, surprise them with the high value content you keep delivering. This is the ideal time to establish that you are a class act, and make it known you won’t let them down.
Deliver superior quality content, and present it in a professional-looking package. If it’s blog content, make sure your site looks great and works perfectly. If it’s an e-book, take the time to design it well. If it’s an email auto-responder, create a template that’s polished and easy to read. If it’s audio or video, deliver it with the best production values you can muster.
Because they’re watching your every move at this point. You have their attention. Don’t blow it.
4. Respond to their overtures
After you’ve done steps 1 through 3, some — not all — of your audience will respond to your customer flirtation techniques.
You might start to get blog comments, Twitter DMs or e-mails sent from your website.
When the messages come in, be sure to respond promptly and professionally. Don’t leave your prized customer hanging!
Show potential customers they can count on you to be responsive and trustworthy. Let them know you’ll be there when they need you.
5. Stay faithful
The last step? Repeat the first four over and over.
Consistent, high-quality content delivered over time will establish you as a reliable, authoritative source of information. “Getting their number” and staying in touch (via an email or RSS subscription) will allow you to continue the courting process. And reliable, responsive customer service will seal the deal.
When it’s time to swoop in and make the sale, the stage will be set. Your customers will be all warmed up and ready for action. These techniques will make it easy to sweep them off their feet.
Before you know it, they’ll be in your arms with wallets open — captivated by your content, smitten with your services, and carrying a torch for your products.
About the Author: Pamela Wilson uses all the techniques above at the Big Brand System blog, where she helps small businesses grow big brands through effective marketing and design. See them in action at Big Brand System.
Want lots more tips and techniques for making your readers fall in love? Check out the Internet Marketing for Smart People newsletter. It kicks off with a free 20-part tutorial on what works today in online marketing to create a great relationship with customers … and translate that into success.