Latest posts by Melody Campbell (see all)
- Optimize for the Local Search – Top Local Pack/Finder Ranking Factors - December 11, 2019
- GMBS Episode 8 – Your Value Bank - November 21, 2019
- What is Marketing Automation & Why Your Business Needs It? - October 24, 2019
Proof Hiding Disease is one of the most common mistakes I see made on websites.
And one of the best ways to solve this problem is to demonstrate your expertise.
You can do this with testimonials, videos demonstrating your product in action, or sharing contrarian content that inspires your audience.
But I wanted to drill down with another cool way you can demonstrate your expertise…
“If you can help them articulate their problem better than they can, they see you as the one who can help them solve it.”
Great marketing is customer-focused.
Dive deep into the problem your customer is experiencing.
What language do they personally use when describing their situation?
Give a voice to what they’re feeling.
You may be the only one in their life who understands what they’re going through.
Perhaps you went through the problem yourself?
If so, think back to not only the problem itself but all the implications of it. How did it influence the rest of your life? For example, if you sell a supplement that helps with joint pain, what was life like before it? What couldn’t you do, because of it? How did it feel emotionally to be in pain all the time? Did you lose out on doing things you enjoyed? Did you suffer with depression? Were you frustrated with the doctors? Did you experience side effects from drugs you were given?
What emotions consumed you? Did you ever feel like you weren’t going to make it or you might as well give up? Was there shame in any of the limitations?
Maybe you didn’t go through the problem yourself, but you’ve spoken to enough people who have. You understand what they’re going through.
Talk about the problem in detail.
Much of human behavior is driven by the need to belong to a group and connect with others who understand us. That need to find someone who understands us is part of our core wiring.
Be that person with empathy.
Make them say, “Finally, I’ve found someone who gets me!”
Do this correctly and you may be able to touch emotions they didn’t even know they were experiencing. Sure, they could feel it, but they couldn’t put it into words.
Do this well enough and it becomes a form of proof. It builds your credibility and authority in their eyes.
If you understand the problem so well, then obviously they need to listen to your solution.
How did you solve it?
The September issue of the Monthly Mentor Club will be mailed out to all members on September 2nd.
Now is your chance to get a copy of this issue, “The Cure for Proof Hiding Disease.”
Demonstrating empathy through the problem is just ONE of the techniques you’ll discover.
Sure, we’ll talk about testimonials along with how to collect great ones from your customers. But that’s just one form of proof.
You’ll discover how to sell more of your products and services in any market by backing up your promises with multiple forms of proof…even if you’re just getting started.
Plus, you can still access August’s issue in PDF format in the membership area. It’s called, “Ideal Client Mind Reading Made Easy.”
It shows you how to dive deep into all the implications of the problem so you can write with empathy.
Get this one-two punch plus all the other benefits of the Club by joining today:
Your Marketing Coach,
“The Internet Lifestyle Mentor”
Earn More. Work Less. Enjoy Life!
Terry Dean is one of my early mentors in learning Internet Marketing. In early 2000 he had an internship in which he provided short training and an assignment. The projects we created were used on his behalf to promote his business. I thought it was a brilliant exchange. I could learn from a “master“ – trust me, he has an impressive reputation in the world of Internet marketing – my activity on his behalf taught me what I should be doing in practice on my own behalf.
I shared this article because this is exactly my message to my clients. I call it “offering value ahead of time” and “speaking like you’re in their head.” This sharing value and empathy builds trust – the kind of trust that gets you hired!
Thank you, Terry, for teaching me some of what you know! And thank you for letting me share your article with my tribe.