This post was originally published on 6/6/24 and has been updated on 1/21/25 for accuracy, relevancy, and fresh visuals.
Do you dive right into selling the features of your services or products before considering your desired customer’s perspective? If so, you’re missing a crucial chance to connect with them by understanding how they think, act, and make buying choices.
If your sales and website visitors are decreasing or you’re not where you want to be in revenue, keep reading. We’ve got strategies—and two new services—to help.
Can’t Relate = No Sale
In a world cluttered with similar products and marketing funnels, it’s more important than ever to truly understand who your desired customers are, how they feel, and what they need.
Understanding what matters to your audience will help you communicate effectively and present your offerings in a way that grabs their attention. Here’s an example to illustrate:
A Relatable Example: A Middle-Aged Man Shopping for a Washer and Dryer
What problem is he trying to solve? “The set I have now with all the bells and whistles is only five years old, cost too much to begin with, and it’s already falling apart. I wish I could find something with the quality and durability of the old-school brands.”
How does he likely feel about it? “I’m mad that nothing is made well anymore. Why is it impossible to find something that lasts these days?”
What is his intention when he starts searching? “I wasn’t planning to buy this right now. I need to research good brands and find something affordable.”
What’s the single most important thing that will be his deciding factor? “I don’t mind paying a little more if I can tell it’s going to work well and last longer.”
What exact words and questions might he use online?
“Good washer and dryer brands that last longer than five years”
“Does GE still make washers and dryers?”
“What washer and dryer brands have basic features?”
Why Relating to Your Audience Works
This isn’t a gimmick or manipulation. Think about it: when you’re looking to buy something, what stands out to you from all the choices available? For many people, it’s feeling understood. They want to know:
How the product or service addresses their need.
How it compares to other options.
Why it’s the right choice for them.
For example, imagine that same man finds a website for a used appliance shop with content that says: They don’t make'em like they used to! We sell refurbished, matching washer and dryer sets from brands that last. Everything you need, and nothing you don’t.
That relatable content shows he’s understood and would likely lead him to consider buying from this shop—both now and in the future.
Relate = sale
Help Search Engines Understand, Too
The majority of consumers research online before purchasing anything, often using clearly stated questions. Google and other search engines favor websites with relevant, user-friendly content that matches search intent.
How do you achieve this? Think about:
The most common questions you hear from customers.
Recurring phrases and feelings customers express.
Matching those insights in your content.
By incorporating Q&A sections and creating insightful, information-rich text, you’ll produce effective content writing for small businesses that resonates with customers and performs well on search engines.
Learn More About Our Services
SEO Blogging:
Capture your unique insights, demonstrate expertise, and help your desired customer relate to your business.
Website Content Writing:
Showcase your brand and set yourself apart from competitors. Convert visitors into customers with purposeful, optimized content.
Contact us for a free analysis and consultation. We will make an honest recommendation based on 15 years of experience. Join the many businesses we’ve helped succeed with over 160+ Five-Star Google reviews to prove it.
Comments