I got an email from a former client contact the other day. He hired me several years ago to write product descriptions for a furniture manufacture (which he was the ecommerce manager for at the time).
He has since moved on to a better opportunity with a new company that manufactures digital surveillance cameras. (Kudos to him.)
But when he needed some product descriptions at his new gig, who came to mind? That’s right, yours truly. (Kudos to me!)
As it turns out, however, his new employer needs more than just product descriptions. They need across-the-board marketing help.

Cutting Out the Middle Man

Until now, the company has sold their products through Amazon Direct and a few other third party online resellers.
Lately though, a thought occurred to them. Why give such a BIG chunk of their profits to Amazon and those other guys? Why not just sell their products direct to customers?
Direct Sales – it proved a genuine “light bulb illuminating moment” for the company.
But they have a problem. And one quick look at their website explains it all…

Huston, We Have a (HUGE Marketing) Problem

When visitors land on the company’s website, the product they’re selling is obvious – pricey digital surveillance cameras.
But who are the selling these cameras to? And why would anyone want to buy them?
Unfortunately, the answers to those questions are not readily apparent.
And that approach in the direct marketing game adds up to: ZERO SALES.

But They’re Not Alone

In fact, businesses (of all strips) fall victim to this syndrome again and again. They offer a product or service they’re totally convinced is F-A-B. (And who knows, they might be right. Their widget could very well be the greatest widget since the storied invention of sliced bread.)
But they have no idea who they’re selling to. And no story that illustrates why their product or service is so rooty-toot-tootin’ great.
So what’s their pitch? Well, they’ve got a “really great product.” It’s just so great that EVERYONE will surely want a piece.
E-V-E-R-Y-O-N-E!
Regrettably, it doesn’t work that way…

Some of the People, Some of the Time

You know the phrase: “You can fool some of the people, some of the time. But you can’t fool all the people, all the time?”
Well the same sentiment applies in marketing. Except it goes: “You can sell to some of the people, some of the time. But you can’t sell to all of the people, all of the time.”
In fact, you can only sell to the people who REALLY want your product or services (your ideal customer). And to further complicate matters, you can only sell with an approach that explains how your product solves
your ideal customer’s problems and fulfills their needs (because that’s all they care about).
Regardless of what you’re selling, direct marketing depends on two things…
1. Ideal Customer Profile
In order to sell your products or services, you need to focus in on exactly who wants what you’re selling.
Are they… Young or old? Rich or poor? fat or skinny? What do they want? What do they need? What motivates them? What keeps them up at night?
You need to answer these questions and build a profile.
With an ideal customer profile, you have the plot points necessary to craft a story that connects with that customer.
2. Brand Story
Customers want to know one thing: “What’s in it for ME.”
How does your product solve their problems? How does it fulfill their needs?
So you need to tell them a story that identifies their pain points and illustrates their needs, and explains exactly how your product or service solves their problems and fulfills their needs.

What About You?

Who’s your ideal client? What problems does your business solve for them? What needs does your business fulfill?
Haven’t been thinking in those terms?
Whatever your experience, please stop by my Google+ page and share your thoughts.