There is a common question often heard from business owners selling products. “Our product is really good. So why don’t customers buy it?” Many business owners have spent a lot of time researching and experimenting with various marketing strategies to find the answer to this question.
To get straight to the point, if you want more sales, you need to focus not only on creating good products but also on convincing customers ‘why our product is good and why they should buy it.’
Many business owners put their best effort into creating good products but don’t put as much effort into persuading customers that their product is the best. One reason for this is often due to so-called scammers. Scammers focus on convincing customers to buy their faulty products. Seeing their strategies work, genuine product makers hesitate to use similar marketing messages.
However, as honest business owners, we need to approach customers more effectively. To do this, we must clearly present the reasons why customers should buy our product. This is where RTB (Reason to Buy or Reason to Believe) comes into play. When we present a clear RTB to customers, sales increase.
So, how should we present RTB? Here are 7 RTB marketing messages that open customers’ wallets.
- Customer Problem Solving: ‘We will solve your problem.’
- Product Differentiation: ‘Our product is better than others.’
- Product Reliability: ‘You won’t regret buying our product.’
- Loss Aversion: ‘You will face this loss if you don’t buy this product.’
- Design: ‘We put our best effort into making our product.’
- Relationships: ‘Let me tell you who made our product and how.’
- New: ‘Don’t you want to show off our product?’
1. Customer Problem Solving
We will solve your problem.
A message that solves the customer’s problem provides a strong purchase motivation. For example, zero-calorie drinks emphasize solving health issues, increasing sales. Clearly state what problem your product solves for the customer.
2. Product Differentiation
Our product is better than others.
Most products must attract customers’ choice among many competing products. Directly present what makes our product better than competing products. For example, if you run a restaurant, don’t just say your food is delicious; say it’s delicious because you use premium rice.
3. Product Reliability
You won’t regret buying our product.
Consumers hesitate to buy due to fear of failure. Emphasizing that many people have chosen the product can provide trust. Like products with many reviews giving more trust to consumers.
4. Loss Aversion
You will face this loss if you don’t buy this product.
Consumers react more sensitively to the loss they face by not buying the product than to the benefits they gain from buying it. Limited edition products are effective because of this. Emphasizing loss is as important as emphasizing gains.
5. Design
We put our best effort into making our product.
Consumers think well-designed products are also good in quality. Putting effort into design conveys a message of quality effort. Just like a cafe with good interior design is believed to have good-tasting coffee.
6. Relationships
Let me tell you who made our product and how.
Consumers care about the relationship with the product’s maker or company as much as the product itself. Brand stories make consumers feel familiar and trustworthy.
7. New
Don’t you want to show off our product?
With the rise of social media, many consumers want to show off the products they use. Messages that stimulate the desire to show off our product are also effective.
Conclusion
Even one strong RTB can lead to success, but having multiple RTBs can result in higher conversion rates. Present various reasons why customers should buy our product to increase purchase rates. And remember to think from the consumer’s perspective, not the producer’s.