No one likes being pressured to buy something, especially if it is something that you don’t have enough information to be confident enough to purchase it.
It’s not surprising that buying a car online became so popular.
While I would like to see or handle things I am interested in buying, I like being able to consider and think about certain purchases I make in an environment where I can take my time to do so.
Too often, my inbox and direct messages look and sound like this:
When you get approached like this, do you even know what you are actually buying?
You are not alone when it comes to thoughts like this: people everywhere have them.
As a business owner, part of what makes up and keeps you in business is your offer. Without a call to action, very few people are going to be willing to say yes to you.
That’s just human nature.
And that can be your biggest asset in getting to those sales.
OK… how do you do that?
Speak the same language your target audience does.
That’s the beauty of social media, you get people talking and posting in their own voices. Those words and phrases need to be what they are using. This does three things:
- it shows you understand things from their point of view
- You care about what they care about
- can do a lot of the heavy lifting in being clear with your message and marketing
When you do this, it becomes easier to establish your authority with your audience as not only can you communicate directly and compassionately to them, you will also come with an answer to their problem or concern.
Focus on the benefits of your product that can be enjoyed by your customer.
Rather than just making blanket statements like “you need this in your life!” or “get this before everyone else does!”, tell people how your product or service is going to work to solve their problem or relieve their pain.
Talk about what they want to talk about.
“Buy my product and get clearer skin” is not as emotionally resonant as:
“You can have clearer, fresher skin in just 10 days that will boost your confidence and make you look and feel attractive!”
That’s an offer that appeals to people who are unhappy with how they are looking and can get them to a level of confidence they don’t have at the moment.
Use that emotion to tell a story.
“When I was 20, I did not know what no sleep and a lot of fast food was going to do to my skin. I went to a job interview and was in a room of fresh-faced people who looked gorgeous. I saw what I looked like in the mirror and was crushed to see that I did not look like I thought I did.”
That’s pain people can relate to.
“I had to do something to bring a glow back to my skin and color to my cheeks. And that is how I came to learn about what botanicals can do for your skin in just a few days!”
That’s the kind of hope and relief people are looking for.
Just talk to your audience like you would want to be talked to. That’s the real secret to connection.
Start a conversation.
Ask your audience what their needs are and how they think your product or service can help them.
Respond like you are talking to a friend, not a potential customer but like someone who has this pain in common.
Post proof of your conversations in other social media posts so your audience knows you are receptive, respectful, and compassionate.
That will help more conversations get going, increase your authority, and build trust in your brand.
Use a soft call to action.
Instead of loud, aggressive calls to action (like those pictured above), you can use a softer approach that is still inviting. Those can be:
- find out more
- see how it works
- discover the benefits
And then, provide value to go with it. That can be:
- a free trial
- a demonstration video
- a strategy call
- a free guide
People will feel appreciated and encouraged without having to be made uncomfortable by a hard sell.
And then, your business can grow in a positive way that people will want to come back to.
To get more help and insight in crafting your messages, contact me at laura@laurafigueroascott.me
laura figueroa-scott 
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