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March 3, 2009

The REAL Reason People Aren’t Buying (You’ll Be Surprised)

This is why addressing the need to belong is so important. It also may seem a little mysterious to you as a business owner. Perhaps you’re thinking, “all this makes sense to me but how exactly do I help my customers feel like they belong on the home page of my website?”

How to Create a Sense of Belong in Your Marketing

No, you don’t need to start your marketing message off with “Hey I love you. Here comes a great big hug just for you!” Even Barney the dinosaur doesn’t say that at the very beginning of the show.
Plus you’d probably creep people out a little.

Here are four ways to reassure prospects “yes, you’re at the right place to get the help you need,” so that they can take the next step.

1. Begin your marketing message with who you help and the problem you help them with.

For example, “technical consultants who are tired of struggling to get their next contract.”

2. Expand on the problem by addressing issues such as:

  • how the problem shows up in regular everyday life
  • emotions they may be feeling
  • Solutions they’ve already tried that didn’t work
  • Why those solutions often don’t work

If it feels tricky for you to address emotions in writing, try addressing these points as you would if you were in a conversation with a trusted colleague.

When I began writing the way I speak, I found it became a lot easier to write about customer problems in a way that was natural and empathetic but still within the boundaries of the business relationship.

If you’re still feeling stuck, re-read the first few paragraphs of this article to get a sense of how I introduced the problem and expanded on it.

3. Introduce your solution only after you’ve addressed your customer’s experience with the problem.

Once you’ve covered the problem and your customer’s experience with it (in steps 1 and 2) you’ve told your customer in effect:

“I understand your problem and know how awful it feels to struggle with this problem. You’re not alone.”

You can demonstrate your expertise and talk about your solution. Again, in this article, I first talked about the problem in detail. I then transitioned to “here’s what can cause this problem” and “here are steps you can take to take care of this problem.”

4. Once you’ve discussed the problem, the customer’s experience of the problem, and your solution, add your call to action.

At this point folks fitting your ideal customer profile will be feeling seen, heard, and accepted enough to be ready to learn more about how you can help and what it will take in terms of time, money, etc.

This is where you can add a call of action like, “Click here for more details and to register for my xyz program.”

Bottom Line

There’s an old adage that “People don’t care about what you know until they know you care.” In this case, it is so true.

Your marketing needs to first address your customer’s to belong before you say a word about value-added and cost. Otherwise, your customer will move on to another vendor who makes them feel better understood.

Judy Murdoch helps small business owners create low-cost, effective marketing campaigns using word-of-mouth referrals, guerrilla marketing activities, and selected strategic alliances. To download a free copy of the workbook, “Where Does it Hurt? Marketing Solutions to the problems that Drive Your Customers Crazy!” go to