Do you want your e-mails with offers to have a more significant impact on the customer? Do you want to make your arguments in the conversation more convincing? Let's talk about one of the best marketing strategies – the language of values.
You may have heard of the language of benefits before. In the context of sales, copywriting and maybe storytelling. You can find thousands of hundreds of articles on the Internet on applying this language in various industries.
Today I wanted to show you the language of value and its silent companion: the method of lost opportunities. Let's see how to mix these marketing strategies.
A marketing strategy example
Let me ask you about your last, more expensive purchase.
Suppose it was a smartphone.
If you are not interested in technological innovations, most of the phone parameters written on the leaflet look like Egyptian hieroglyphs.
Therefore, you are asking the seller for help. And now, if well trained, he doesn't just tell you what each number means. He shows you a vision of what you can achieve with it.
He says, for example, that the front camera has 10 megapixels so that you can take the perfect selfie regardless of light or weather. On the other hand, the rear camera has over 50 megapixels, has image stabilization and 3D depth.
These features will give you vacation photos so good that a professional photographer would not be ashamed of them. The seller mentions that your friends will probably envy you with such travel shots because the photos look so beautiful and professional.
The longer the seller talks about all the benefits of using this smartphone, the more convinced you will buy it.
And finally, you buy.
As you can see, I have proved the effectiveness of the language of values for you.
Is the language of values a good type of marketing strategy?
The language of values is a change in the way you think about communication. Instead of talking about the product (i.e. features), you start talking about what your customer will get by using that product.
Benefits, not features. What's the difference between them?
Well, the benefits are the individual profits that your client will achieve by meeting their needs. On the other hand, traits are attributes that a product possesses.
The language of values puts the customer and his needs in the centre. Therefore, thanks to its features, the product meets the needs and requirements of your client.
In contrast, the language of features focuses solely on the presentation of the product.
The consequence is that you will not be able to use the language of values without knowing your recipient's needs.
How? I will show you that in one second, I promise.
Now I will give you two examples of marketing strategies
Let's compare these two languages.
Suppose you want to buy a baby stroller. See what the conversation looks like when the salesperson uses the language of features and what it looks like when using the language of values.
Mentioning the features:
This stroller has many compartments. The model folds up seamlessly, and the handle is adjustable. Additionally, the wheels are amortized.
The language of value:
The stroller has many compartments that allow you to take with you not only all the things necessary for a walk but also some of your child's favourite toys.
Moreover, the stroller folds easily, so you can easily pack it in the car and take it on vacation.
The whole handle on the stroller is adjustable, which means that you can adjust it to your height.
As a great result, both you and your partner can walk comfortably with your baby.
And the cushioned wheels will also allow you to walk on uneven surfaces.
Consider which language is more appealing to you as a customer. Sure, the language of values.
How to speak the language of values?
Let's try another example because maybe a stroller for babies is not turning you on today.
Imagine you want to buy a new dining table. You go to the furniture store X. You read a leaflet from which you find out its dimensions, what wood the manufacturer used to make this table, how many chairs the creator included in the set, etc.
A salesperson comes up to you and presents the product specification you are currently viewing.
Did he encourage you to buy in this way? I suspect not.
Well, you will probably leave the store and check the competition's offer. And the final decision of the purchase is the price.
However, now let's focus on the language of values.
Let's go back to the X store to test the best marketing strategies again.
You still haven't picked your dining table, and you're tired of searching.
Another seller comes up to you this time and says: did you know that this table is entirely made of solid pine wood.
This sentence means that the goods are of the highest quality, which is why they will serve you for many years, during which you will be able to enjoy meals together with your family.
In addition, the selected table is foldable, so it can easily accommodate up to 12 people.
You will for sure never again run out of space for additional guests during a family event.
Do you think it worked? Sure it is because that's what the language of values is all about.
Thanks to the presented advantages, you imagined specific situations in which you will use this table. You focused on the benefits that come with having this product.
When you concentrated on visualizing this table in your kitchen, you didn't even notice that the seller appealed to emotions, values - family, and then he sold you a tremendous promise.
And again, this marketing strategy works.
Is the language of values the only good marketing strategy?
Now that you know how the language of values works, you probably wonder if the language of values is the best marketing strategy? Unfortunately not.
Each client is different due to the type of personality or the client's wallet. Therefore, maybe it is also worth getting interested in another form of persuasion?
The opposite of the language of values is the language of missed opportunities. Yes, the loss or the desire to avoid it can also motivate your customer to buy.
To explain how the language of missed opportunities works, let's go back to the furniture store.
Even though you've already checked out a few competing stores selling tables, you've come back to Store X, which was the first store you visited.
You go up to the seller and say you would like to buy this table, but in Store Y, you saw it for $ 100 cheaper. You are trying to negotiate and lower the price.
The seller says that this table in Store Y is cheaper just because in Store X, you buy the product plus the warranty. In Store Y – the item itself, no warranty.
The seller presents the price difference as the difference in the package. In this way, the seller shows you what you are missing by opting for a cheaper product.
In addition, the lack of a guarantee on the table may expose you to costs related to its possible repair. And sometimes even replacing an entire item with a new one.
Has the possible loss presented in this way influenced your purchasing decision? Most likely, yes.
If you do not immediately buy a table in Store X, which offers this product with a 2-year warranty, then at least you will look at the offer again.
Mixing marketing strategies
The language of lost opportunities is a complement to the language of values - the other side of the same coin. And I'll tell you a secret: this combination works great because none of us likes to lose – especially money.
You can use the language of loss successfully when the offer is associated with certain constraints, for example, time.
At this point, use my offer, which you will find on my blog.
A few months ago, I wrote a very detailed review of Fluent CRM mailing software.
While mixing several marketing strategies, I used the language of values to show all the benefits of using Fluent CRM. Moreover, using the language of the features, I showed all the technical possibilities of this software.
In the end, I used the language of lost opportunities because the bonuses included in the offer were limited in time. As my client, you are satisfied with the detailed description of the item, but you are starting to realize a significant thing.
If you do not take advantage of the offer within the specified time frame, you will lose money.
Did the possibility of losing money motivate you to make a faster purchasing decision?
I suspect so.
So the language of missed opportunities was working very well.
How to apply these marketing strategies?
Here are the top tips to take your marketing strategies to the next level:
Get to know your customer
Earlier I mentioned that each client has a different personality type, character etc. But it is essential not to treat all clients the same way.
You are probably very familiar with names such as choleric, sanguine, phlegmatic or melancholic. But did you know that each of these personality types shop differently?
For example, a choleric makes a purchase decision very quickly, and he doesn't think about the various options. He also does not compare the product with others on the market. If a choleric wants to buy something, he wants it here and now.
Unique, personalized offers that reduce the purchase price or increase the benefits of use work very well for the choleric customer.
Present your offer concisely
Nowadays, people live in a constant rush, and they are always in a hurry somewhere. Therefore, they do not have time to listen to elaborations about the product. How can you present your offer concisely?
Use elevator pitch. If you don't know what this method is, I'll show you some steps. Of course, from the seller's perspective, I will use a story about buying a smartphone.
Stage 1 - customer qualification
You enter the store, and the seller does not know you, so he will try to find out about your needs.
Perhaps it will ask you why you are buying a new smartphone. Is it a purchase for a company or maybe a gift for someone? Simple questions will allow the seller to qualify you to the appropriate group of customers.
Stage 2 - establishing relationships and showing positive intentions
By asking about the purpose of the purchase, the seller not only gets to know you as a customer.
The seller will also start building relationships. As part of this step, the retailer may, for example, ask about any problems you had with your previous smartphone.
It looks like he cares about choosing the best product for you, right? Plus, he learns about a crucial element: your problems.
A good salesperson will then solve your problems with their product.
Stage 3 - presentation of the main values of the product
The seller briefly presents the product features and, above all, focuses on your benefits from using this smartphone.
And that's why he wanted to know your experiences with the previous product – he attaches features to benefits. And after a while, it goes to stage 4.
Stage 4 - Call To Action
The seller encourages you to test the product and thus gives you a taste of the benefits you may have if you decide to buy.
Focus on customer benefits
During the conversation, emphasize the potential benefits for the customer that result from using a product and its advantages.
Use the right words to highlight these benefits.
For example: With the help of this smartphone with a 40-megapixel camera, you can take great pictures while on vacation. You will not have to take a heavy camera that takes up a lot of space. Instead of a giant camera, you will be able to pack, for example, an extra pair of shoes.
If during the conversation, the customer agrees with you now and then, in the end, it will be simply stupid for him to give up the purchase.
I know that this article has clarified the language of benefits and the language of loss and when it is worth using a particular form of communication.
Consider how you describe your products or services. Perhaps you will find elements in them that, thanks to the language of benefits (or losses), you are better able to present.
I keep my fingers crossed for you.
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