How to Get Your Prospects to Buy Without Selling to Them

How to Get Your Prospects to Buy Without Selling to Them

Content marketing has become an essential part of a business’ marketing plan. Every successful business is utilizing it as a part of their overall marketing plan. If you are not using content marketing to build your business and generate leads, you need to start. With an article or blog post and the internet, you can send your message to thousands of people in an instant and for free.

The usual marketing methods like telemarketing or even direct mail mainly focus on getting the sale right away and having to convince the prospect to buy now. These methods press the prospect to buy. Pushing your prospect to buy is a hard sell and most people are sensitive to these tactics. Content marketing, however, is a more subtle approach. It is more about establishing you as the authority on your business or product and steadily leading them to a sale. They want to buy instead of you pushing them to buy.

With the advent of the internet and the free flow of information, it is easy for people to research a product before buying. They also look for reviews and other people’s experience with the product to guide them in their purchase decision. By using old school marketing methods and pushing for the sale, your prospect will become reluctant and cautious of your business. Yet, by providing good, quality content, people will seek out and find you.

Your customers are attracted to you. Content marketing is not about selling but about informing or educating your potential customer. This type of marketing peaks the interest of your prospects about your business. It is a softer way to get your message out there and you no longer have to beg for the sale. It also lowers your marketing cost as it is free to write and publish your article.

By writing an article or even a Facebook post about how to solve a particular problem, you attract interest from people who have this problem. Of course, ultimately your product is the solution to their problem. However, your content must be customer focused and not sales oriented. You want to plant the seed, so to speak, about your product but not specifically ask for a sale. You want your message to be helpful and informative, which also encourages your reader to share with others.

So if you are not asking for the sale, how do you get prospects to buy? Firstly, when someone reads your content and find it informative or helpful, they will want more. They will look for and read other articles you have posted on your website. Secondly, as already mentioned, they will share your content with their friends and contacts on social sites like Facebook and Twitter. This, of course, brings new eyes to your content.

When people receive something for free, such as your insightful content, they will want to give back. They feel obligated to give up something such as their email address or even their phone number. It’s crucial your content or website has a way to capture this information like offering a free subscription to a newsletter, free product sample, or some other call to action. Once they give you their contact information, you essentially have their permission to reach out to them through email or the phone. At this point, asking for the sale is only natural and even expected.

Content marketing will bring you customer interest, engagement, and ultimately a sale. Keep in mind, content marketing is an ongoing affair. You must consistently post new articles and posts to keep your customers, prospects, and new leads continually re-visiting your website.

Do not expect to write just one article and have a flood of new leads and sales. It takes time and a consistent effort. However, in the long run, it will pay off by a providing constant flow of new prospects that turn into long-term, loyal customers. Customers that you did not have to convince to buy your product but were actually motivated to buy on their own.

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