What Motivates The Buyer?
In one of my past blogs, titled “What Really Sells”, I talked about people buying products as a solution to their problem. They buy food and shop for groceries when they’re hungry. They buy education when they want to build their career. They buy a car because they want to get where they need to go or impress their friends. Presenting the problem is very important in marketing so that you can sell products that are solution-oriented.
For example, say your affiliate product is an e-book that teaches others how to speak publicly. The problem would be that the customer has stage fright or is overly shy and doesn’t know how to interact with people. The way to present this problem is through a series of questions:
Do you get tongue-tied when you see a big crowd?
Are you spending more time with yourself than you are socializing?
Are you afraid of people watching you, waiting for you to do something wrong?
Next, you need to offer a solution. Introduce your product as the solution to the problem. This gives your prospective customer hope that buying your product would solve their problem. The book title is a great way to do this. For example, you may wish to title your book about public speaking “How To Do Public Speaking: A Comprehensive Guide”.
After introducing the product, you have to explain the benefits of it. How is your product different from other products available in the marketplace? How will your product make the customer’s life better? Yes, talking more about benefits is a better way to promote your affiliate products because you’re letting potential customers imagine themselves being a better person for having purchased your product.
A good way to remember it is like this: Features sell, but benefits tell. You can also offer some special bonuses or a guarantee if you want to, or you can wait until someone asks you about special offers so that it has more impact. It’s entirely up to you.
The most important part of selling any product is the Call to Action (CTA). Without it, all your efforts will be in vain. You need to be very clear about what the reader has to do; there shouldn’t be any confusion whatsoever. If the Call to Action is to visit a sales page, make that clear to the customer. If it’s to buy a product, state exactly what they have to do to buy it. Don’t hesitate or beat around the bush. Be direct!
Finally, the affiliate link is also one of the most important parts – don’t forget this! If you forget this, you’ve wasted the customer’s time because they can’t get where you want them to go. To make sure you’ve got everything you need, you need to test, test, test! Double check everything, from your affiliate link to the web page where the customer can buy the product you’re promoting. One small spelling mistake could mess up the whole sales process.