How Brands Sell Products by Selling Themselves
To convince a potential customer to make a purchase isn’t as easy as it might seem. Brands from all backgrounds know that most potential customers are inherently skeptical: while some people will buy from the first source they find, many use reviews, search engines and other tools to make a decision.
The subtle effects of psychology also play a huge role in whether a brand can successfully generate a sale. Many brands have discovered that a huge component to increasing sales is to first offer themselves as tangible entities to their audiences. Below, we’ll discuss what this entails and how you can better utilize these strategies.
Demonstrate the Value
Most people aren’t willing to just take a website’s word for something. They need to be given something more: a demonstration of the product’s – and the brand’s – value. Brands who are pinging websites with clear lists of benefits, specifications and features tend to do better at selling products than brands that merely offer their products in two-dimensional fashion.
When combined with a demonstration of the value of the brand – how many people it has serviced, what others say about the products – customers tend to respond more positively. If you can demonstrate value for your brand and its products in the same breath, then you’ll move more products.
In order to truly sell your brand to the masses, you need to be viewed as a brand that can be trusted. All too many brands offer products – assuming their benefits will sell them for the brand – and fail to demonstrate authority and trust.
If your brand has a particular expertise or knowledge in a given area related to one or more products, then be sure to demonstrate that authority clearly. In addition, brands that have reviews or testimonials from previous customers must take every step to ensure potential customers are aware of these reviews and see them in every relevant context.
Customers want to know that they have guarantees in the event something goes wrong. Brands that can provide their customers with a bit of reassurance generally generate more of them. As such, any online brand unknown to the average shopper needs to put their money where their mouths are and provide guarantees to potential customers.
Through this effort, you’ll reassure people that a bad experience will in fact be remedied. At the same time, guarantees can extend far beyond a no-hassle return policy. Some examples of brands pinging websites with guarantees include ironclad time-frames for shipping and delivery, price-matching and warranties. With these kinds of promises, you’ll be better equipped to earn the trust of shoppers and convert them into customers.
For brands struggling to earn new customers, finding a way to break the pattern can be frustrating. For those already blessed with a flow of customers, expanding operations requires a dedication to customer service and quality. Brands that are willing and able to sell themselves alongside their products stand to benefit more than businesses that merely offer products to people. With this information in hand, you’ll be better-equipped to increase your profits in the near future.