KNOW – LIKE – TRUST
These are the steps all of us must walk our audience down in order to convert them into paying customers. If we believe we provide a valuable, worthwhile service to our audience, we better spend time each day bringing people down this path. This formula works, by the way, regardless of what we are selling – product, service, non-profit cause, religion, or anything else you care about. Whatever our message is – if we believe in it – we must commit to sharing it on a proactive, ongoing basis. Here’s how:
1. KNOW – Getting the word out is where it all begins. If people have never heard of your product, there is no way they can consider it for purchase. Give them the benefit of knowing who you are. Social media, display advertising, word of mouth, and radio are all ways to get your product KNOWN.
2. LIKE – This is where you start to show the benefits of your particular solution. WHY buy from you over the competition? This is both understanding your competence and ability to deliver, and also your personality. People prefer to buy from someone they like – everyone wants to patronize a business represented by a ‘good guy’. Be authentic and likable – this is the goal at this stage.
3. TRUST – Once they like you, they need to know that you are good at your job. This is trust. Liking you as a person or a personality isn’t enough. You also have to engender confidence that you actually know what you are talking about. Depending on the product or service you are offering, this may or may not be that important. Generally, the more complex your product – and the higher the sale price – the more TRUST is critical to making the first sale. Don’t underestimate the need for trust.
Consider these carefully – you can’t convert a causal observer into a paying customer without walking them through all three of these stages – KNOW, LIKE, and TRUST. Hopefully, this blog is building these qualities in our readers when they consider us for their upcoming printing projects. We try to display our personality and fun side, as well as showing we really understand labels. That is the ultimate goal of the 4 years we have been blogging – help people down the path to KNOW, LIKE, and TRUST Rose City Label.
What are you doing to help your customers down this path? How do your labels reinforce that message? How can we help?
Call us today – we will help you connect with more customers and grow your business.