Issue link: https://read.dmtmag.com/i/67690
MARKETING CONSULTANT How Attractive are You? BY SCOTT STROUD No, step away from the mirror. I'm not ask- ing about you as a person. I'm referring to your company. When a prospect sees you for the very first time, are they immediately attracted to you? To illustrate: A prospect decides they need a new place to live – a new home or community. So, they fire up their laptop and start searching. If you've done everything right, sooner or later they land on your website. Are they attracted by what they see when they get there? Ask yourself this: If you were a customer vis- iting your website – or actual sales center,model or community for the very first time – would what you see attract you and excite you to want to ex- plore further? How to be Attractive to Prospects What is it that makes you and your company attractive to cus- tomers? It has little to do with a slick website or great entrance sign. It has everything to do with showing your prospects what you have that they can instantly and emotionally relate to. When they see you – your website, Facebook page, ad or sales center – they need to be able to see themselves in the pic- ture. That's attraction. The first step is to understand what it is that to be introspective and ask this question: "Based on what I know my customers are attracted to, am I as attractive as I can be?" Is your market- ing message compelling and exciting? Do your photos highlight the features and items that your buyers findmost appealing? Are you connecting with their emotional wants and needs in the way you present and promote your product? Below are 10 questions to ask yourself that will help you create your own Attraction Plan. An- swer these and you'll be well on your way to at- tracting more business. ries of 'next steps' that you want your buyers to take – the steps that will lead to them realizing what they want and making the purchasing de- cision. If they're on your website, tell them what to do next – register for a special report or call for an appointment. At every juncture in a fluid sales process there is a logical next step. Make sure you know and communicate what that step is. 4. Why should they choose me? You know better than your customers what If you were a customer visiting your website – or actual sales center,model or community for the very first time – would what you see attract you and excite you to want to explore further? 1. Who are my Customers? What are the common traits and characteris- your buyers or residents are really looking for, what they will relate to, and what will inspire an action. This requires continuedmarket research and testing to get right, but it's worth the time and investment. Interviewing recent customers and current prospects and asking what most at- tracted them to your product is a great place to start. Armed with that information, the realmeat is JUNE 2012 26 THE JOURNAL tics shared by your best ormost prevalent buyers? Create demographic and psychographic profiles. What do these reveal about your target market? 2. What do they want? What is the dominant motive for choosing your home or community? Is it comfort? Safety? Security? Status? You must be able to clearly identify the major physical and emotional needs before you can fill them. 3. What do I want them to do? I've written repeatedly that selling is a process that you control. Plan out the process as a se- choices they have available to them. So, what makes you the best choice? What can you show them or do that makes you stand out as the 'one and only' home or commu- nity for them? There may be two or three benefits that you offer that others don't, or that you do better than anyone else. Make sure those ore the things that you feature and communi- cate continually. 5. What ismyUnique Selling Proposition, or USP? In the previous question you identified what you do better or that others don't. Here, we're looking at your feature/benefit proposal fromthe customer's viewpoint: What will my customers perceive as different, unique and special about you? This will become the cornerstone of all your messaging. When you identify and focus on this, you truly begin to become attractive! 6. What is my Customer Value Proposition? Your CVP is measured in terms of the cus- tomer's return on engagement. What is the payoff for you customers if they engage with you? What is the real value to them? How will your home improve their lives,make themhappier or