You’ve heard that it takes seven times of seeing a brand before a customer will purchase. It’s the Marketing Rule of 7. Each of those seven times is a micro-conversion, a tiny step towards knowing, liking, and trusting you.
But sometimes, customers skip the micro-conversions. Sometimes they are ready to buy immediately! What can we do to facilitate that?
My colleague Susan wanted to update her wardrobe. It was the end of December, and she decided to give herself the gift of new clothes and a personal style for the new year.
She starting searching for personal style blogs and trolling Pinterest for outfit ideas. And she came across a course offered by a personal stylist, with a promo code. So she bought it.
Susan didn’t need seven exposures to the personal stylist first. She was ready to buy. She knew what she wanted. She’d decided to invest in her wardrobe. The personal stylist didn’t need to convince Susan. Instead, the stylist had positioned herself to meet Susan’s needs when Susan was ready.
It’s like if you’re selling water, and you sell at two locations: outside a packed bar on a Friday night, and after a half marathon race. Which group will be be the most eager buyer? Where will the water sell itself?
The more specific your services are, the more they will exactly match the needs of future clients.
But what’s tricky, and where clever positioning and marketing strategy comes in to play, is where do you put yourself, like Susan’s stylist did, so your clients can find you… when they are ready?
What do you say and write to match your potential clients’ pain points and search queries?
This is where an SEO content marketing specialist is invaluable. Getting this match right – the ability to be there exactly when someone needs you – takes research and time and patience and consistency.
But when you get it right, it sells itself.
This post is part of my 100 Blog Posts in 100 Days series. View the rest here.
