Forget selling benefits, start solving your customers problems
How the right message can make money for your business
How you pitch your business products and services in your advertising message can determine the success or failure of your marketing. If your content does not resonate with your customers, then they won’t take action and with more businesses competing for the customer dollar how you ‘sell’ yourself can determine the short term and long term results for your business.
Ryan Deiss from DigitalMarketer has been pitching the ‘sell to the after’ for a few years now and was one of the industry leaders to change the way content writers think. In the past people have sold their products and services based on a list of ‘benefits’. (and you’ll find most of the lines in the Hedquist’s List of 238 Cliches below) The ads you saw and heard on radio, television and in newspapers were all about family businesses that have been operating for over 25 years, servicing all your needs with friendly staff. Today there’s a million and one businesses that can pitch the same story and if you’re still on that bandwagon, your business won’t stand out from the crowd. Today’s marketers need to find different ways to stand out in an increasingly competitive and crowded marketplace.
Using the ‘after’ or how your product or service will solve a problem for your customer and how they will feel then, is the messaging you need to employ
Creating the ‘after’ also needs to be done with emotion. It’s not something that will work if you continue to use cliches in your advertising message. It is so important that you connect with your customers on an emotive level.
If you’re selling washing machines, pitch your customers the idea that they will save time and money and promote what they can do with their additional time and money when they buy your product. For example; Imagine spending your lazy Sunday morning over a second coffee knowing that when you get back home from the beach your washing will be done.
Or “Saturdays are meant to be family days. You can be like John and spend all day mowing your lawn or you can spend more time playing ball with the kids in the backyard, while we do it for you”
The word you need to think about most when writing copy is “imagine”. Finish the sentence and you’ll find the reason people buy your products.
- Imagine what life would be like with “product”.
- What you would feel like? How would it change your life?
- How will it solve a problem that you have now?
- How will it elevate your status with friends, family and workmates?
Answer those questions and you will get the start of an idea of how you should pitch your message to your customers. What you don’t want to do is fall into the trap of using worn out cliches. To help you avoid that trap, we’ve included Hedquist’s List of 238 Cliches.
Hedquist’s List of 238 Clichés:
_____’s almost here
_____is just around the corner
_____is in the air
_____convenient locations to better serve you
_____Hours only!
_____is up so prices come down
_____wants to save you money
A family owned business for over_____years
A free, confidential, no obligations consultation
A tradition of…
A_____institution
Absolutely everything must be sold
Act now
And more
and much more
And much, much more
And that’s no lie
And that’s not all…
And what’s more…
Ask for it by name
At a price you’re going to love
At clearance prices
Attention!
Bargains Galore
Bargains galore throughout the store
Be there
Best deals in town
Best in the world
Best kept secret
Best on the planet
Best service in town
Beyond compare
Biggest selection
But hurry…with prices like these, selection won’t last long
But only for a limited time
But wait, there’s more
Buy one and get one free
Call now for a free estimate
Call our staff of professionals
Check out the deals we have in store for you
Choose from a wide variety of…
Combined experience
Come early, stay late
Come see our friendly staff of professionals
Come see the experts at…
Come see your friends at…
Come visit our beautiful, spacious showroom
Competitive pricing
Complete_____service
Conveniently located
Dealing Days
Dedicated to serve you
Dial_____
Do yourself a favor
Don’t delay
Don’t miss this once-in-a-lifetime opportunity
Easy financing
Elegant ambiance
Everyday low prices
Everyone’s a winner
Everything drastically reduced just in time for this sale
Everything is marked down
Everything is marked down to move fast
Everything must go to the bare walls
Everything must go
Family owned and operated
Fast friendly service
Find great gifts at great savings
Fine Dining Experience
For a Limited Time only
For all of your_____needs
For the finest in_____
Forget everything you know about_____
Free balloons and popcorn for the kids
Friendly knowledgeable staff
Friendly salespeople
Friendly service
Friendly staff
Full menu
Get your free gift
Going on now at_____
Great service
Hot deals on cool wheels
Huge selection
Hurry in for the best selection
Hurry in today
Hurry on down
If you’re in the market for…
It’s a holiday tradition
It’s a_____’s paradise
It’s big savings time
It’s first come first served
It’s happening at_____
It’s happening now
It’s inventory time
It’s our biggest sales event of the year
It’s sale time
It’s bargain time
It’s midsummer madness time
It’s that time of year again
Its clearance time
Just in time for_____
Let’s face it
Locally Owned
Looking for a new way to_____?
Looking for a new_____?
Look no further
Looking to improve your_____?
Lowest prices ever
Lowest prices of the_____
Make that short drive
Much, much more
Never to be repeated
New and Improved
New shipments arriving daily
No job is too big or too small
Not to mention
Nothing will be held back
Now is the time
Now, save even more
Once in a lifetime
One call does it all
One-stop shopping
Only the finest ingredients
Only while supplies last
Operators are standing by
Our friendly, knowledgeable staff
Our loss is your gain
Our motto is to serve you
Our name says it all
Our people are trained professionals
Our people make the difference
Our prices can’t be beat
Our service is second to none
People who care
Plenty of convenient free parking
Plenty of eager salespeople to assist you
Prices have never been so low
Prices too low to mention
Proud to be
Quality service
Quantities are limited
Save even more.
Save like never before
Save on a wide selection of…
Save, save, save
Savings throughout the store
See the friendly professionals at_____
See you there
Service after the sale
Service second to none
Serving_____since_____
Shop ‘til you drop
Shop and save
Shop early for terrific savings
Shop the best and leave the rest to us
Simply the best
Sizzlin’ red-hot summer sale
So hurry on down
So remember
Stop by today
Storewide savings
Talk to our knowledgeable, trained staff
Talk to our top-notch sales staff
Tell them you heard it here and get a discount
That’s right
The best kept secret in town
The best for less
The boss is away
The clock is ticking
The deal of a lifetime
The fine folks at_____
The sale you’ve been waiting for
The sales event of the decade
The time is now
There’s never been a better time to buy
These (items, selection, bargains) won’t last for long
These prices won’t last for long
This is one sale you don’t want to miss
This is your very last chance to take advantage of_____
This weekend only
Time is running out
To better serve you
Unbelievable prices
Unheard of prices, selection, savings, value
Up to_____% and more
We guarantee the lowest price or else!
We have a reputation for…
We just can’t be beat
We mean business
We service what we sell
We were first
We won’t be undersold
We’ll shoot straight with you
We’re declaring war on high prices
We’re number one
We’re ready to serve you
We’re saving the best for you
We’re slashing prices to the bone
We’re tried and true
We’ve got the wheels and the deals
We’ve lost our lease.
We’ve withstood the test of time
We’d be happy to talk to you
We’re having a party and you’re invited
We’ve built our reputation on it
We’ve got storewide savings
What are you waiting for?
When they’re gone, they’re gone!
Where the customer is king
Why go anywhere else?
Won’t last long
Working hard to serve you better
You can count on us for the friendliest deal in town
You heard right
You owe it to yourself
You too can_____
Your friendly neighborhoo_____
You’ll love our loyal, dedicated employees
You’ll never forgive yourself
You’ll save like never before
You’ll want to bring the whole family
You’re going to love the_____
You’ve got to be in it to win it
You’ve got to see it to believe it
You’ve tried the rest, now try the BEST
You’re going to love the_____
You’ve seen the rest, now see the best
You’ve tried the rest, now buy the best
Your credit is always good here, subject to approval…
Your low-cost leader
Your low-price headquarters
Your one stop shopping experience
Your one-stop_____shop
Your one-stop shop
Your one-stop shopping headquarters
Your partner…
Your_____headquarters
© 2014 Hedquist Productions, Inc.
Jeffery Hedquist is the Author of the book How to sell more on the radio using stories.
Cheryl Jowitt is the director of Rebel Connect, connecting businesses with their customers using radio and content marketing strategies using digital platforms. Find out more at https://rebelconnect.com.au/ and https://truthaboutadvertising.com.au/
