Sure, marketing is an art. But did you know that the world’s most renowned marketers actually view marketing as a science?
So while some of the most viral marketing campaigns are showcases of creative talent, it also happens to be heavily backed by research.
Thanks to the metrics from endless testing, marketing experts have a pretty good idea as to what works -and what doesn’t.
And they believe that there isn’t a product in the world that you can’t sell.
…if you apply these four science-backed strategies:
The Solution Switch
People don’t buy products. They buy solutions.
For instance, Melanie Perkins and her partners came up with Canva to help school educators who create visually appealing presentations – even without a graphic design background. Netflix addressed the struggle to stream high-quality movies and series anytime, anywhere. And the iPhone eliminated keyboards and maximized the mobile phone’s display surface in the process.
If you can present your product or service as the answer to your target market’s pain points, they’ll be more likely to purchase.
The Trust Switch
Trust is indispensable to making a sale. Think about it. Customers are more inclined to purchase from businesses that are more established in their fields.
Hence, establishing your company as an authority is another key to encouraging customers to buy your products. This is known as the Trust Switch.
If you’re selling gym memberships, for example, more people will subscribe if you have professional trainers on board. And if you’ve got physical therapists, doctors, and other health experts developing and/or promoting your fitness programs, so much the better.
Even if you’re not the expert per se, authority figures promoting your products and services can persuade your customers to trust you and your brand because they take the latter’s word as gospel.
The Likability Switch
Humans are social beings. We relate to those who share the same beliefs and disagree with those who don’t. Similarly, customers prefer to buy from brands that they like.
The likability switch involves understanding your customers and then tailoring your products to fit their needs. Thus, it’s not enough to invest in public relations exercises that focus solely on improving your company image. You also need a customer-level approach.
How? Use your social media and website platforms to get feedback, suggestions, and comments from your end-users. Identify their common complaints and concerns, and then develop your next product or service line around these findings.
Remember, you want your customers to like you before they decide to buy from you. And the best way to do that is to make them feel heard.
The Evidence Switch
It’s difficult for customers to trust brands since all companies always put their best foot forward. So, standing out amidst a sea of competitors all claiming to be the best will require reliable evidence.
But don’t worry, turning on the evidence switch can be fairly easy and simple.
As much as you can, gather customer testimonials and quantitative data presenting your company’s offerings as the real thing. The more specific the testimonials and the data are, the better.
For instance, claiming that you’ve helped 578 clients get rid of pests sounds more believable than say, 500 clients flat. Furthermore, a set of glowing customer reviews carry more weight compared to a set of well-crafted brand promises coming from your end.
New customers may need convincing when deciding to purchase something. So if they see people with similar concerns purchasing your products and gushing about them, that could be the final push they need to go ahead and do the same.
At the end of the day, people prefer proof over promises.
Eager to apply these switches to marketing your products or services, but need additional people to get things done? We’ve got you!
Remote Staff has been assisting Aussie SMEs and entrepreneurs develop effective marketing campaigns by helping them find skilled remote workers from the Philippines to conceptualise and carry them out since 2007. You can bet that we can do the same for you.
Call us today or schedule a call back and let’s get started.
Serena has been working remotely and writing content for the better part of the last decade. To date, she's written for Pepper.ph and Mabuhay Magazine, among others, and has churned out more than a thousand articles on everything from The Basics of Stock Market Investing to How to Make Milk Tea-Flavored Taho at home.
