I hate to break it to you, but today's consumers don't care about you. All they care about is what's in it for them. In fact, research on web behavior has shown that if you put your picture on your website, you will lose up to 50 percent of your visitors (and the younger the person is, the more likely they are to be turned off by your face).
What does this mean?
- You can still use your picture on your website, but put it on your "about me/us" page.
- Always remember to write your copy (either website text, emails, or marketing materials) to answer the "What's In It For Me?" question. If you can't tell them why they should care, you need to rethink what you are trying to say.
2. Sell Benefits, Not Features
When writing your marketing pieces, you must identify the emotional reasons that someone would want to purchase the property, and spell these out--not the features such as bed/bath count, amenties, etc.
Why is it better to offer problem-solving information than a straight sales pitch?
Because nobody who bought a drill wanted a drill. They wanted a hole. A clean hole. An accurate hole.
Therefore, if you sell drills, you should advertise information about making holes, not about drills!
Or take lipstick, for example.
What woman out there buys lipstick because of what it's made of? (If they did, I assure you that there would be a considerable decrease in lipstick sales!) Instead, they are buying it's beauty-enhancing ability, and it's long-lasting, won't-kiss-off staying power.***NEVER mention a feature without mentioning its benefit to the client.
Features are qualities or characteristics of your product or service.
Benefits are the favorable results that your prospective customers gain by using your product or service.
***Benefit statements are often referred to as selling the “sizzle”, not the steak.***
Keep these tips in mind, and you will see your success soar!!!
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