Why is the soft selling approach the most effective way of acquiring high-quality leads?
The old fashioned method of hard selling, or telling you what you need, is such a turn off for most people these days. Nowadays, consumers are more informed, have more choices and don’t want to feel pushed into making a buying decision.
Companies using the soft selling approach have 30% more customers willing to buy a product. Also, 95% of them are more likely to be repeat customers compared to those using the hard selling approach.
Soft selling is an indirect approach to persuade a prospect to buy a product or service. It doesn’t come off as needy or pushy but instead, it is more conversational and helpful. The focus is on building a trusting relationship with your customers.
Soft selling is a nice journey for the prospect where they feel understood. They can find the answers to their problems and take the necessary steps to solve it. Your company’s product or service will be highly considered as you educate and add value to your audience. So how do you implement the soft selling approach in your blog posts?
Read on to find 5 soft selling techniques to utilize in your next blog post.
Researching your audience is the first step to building a relationship. It helps you develop a greater understanding of your target audience. Research reveals their challenges, needs, pain points, beliefs, and perspectives which you can address in your blog posts.
Call your customers or conduct a survey to see how they view your product or service. As a bonus, you can also use this information as social proof to persuade prospects. We'll discuss more about this tip later.
Research helps you determine if the product or service you are offering is a good solution to the problem. Or you can use the feedback to improve or alter your product or service to be more appealing and beneficial to your customers.
When prospects feel understood, they buy. Your customers trust you and establish loyalty so they will come back for more. Therefore, understanding and knowing your audience is essential for blogging. It provides the right kind of content to educate your readers.
Every post you put onto your blog should focus on providing value to your readers. Your blog posts should educate the audience on a subject of your expertise or explain how your product or service solves a problem.
Create blog content that educates and informs your audience. This way, you start to build trust and a relationship with your visitors. Position yourself as an expert in your industry. As you continue to blog, people will start to see you as a reliable and trustworthy source of information.
Build your company’s blog to become a resource or guide your readers can come to and find solutions to their problems. Remember, your blog posts aren’t sales pages.
Your prospects don’t want to be sold to, they want to be educated.
Your blog posts should attract the right people to your site and convert those people into leads. Then you nurture the relationship and help close them into customers. Providing value to your readers helps build the relationship as they trust you more. Nobody does business with someone they don’t trust.
If your prospects trust you, they will be more willing to buy your product or service. They could also recommend your product or service to others with the same or similar problem. The soft selling approach helps people by understanding what they need and providing a solution.
You can share the impact of your product or service to your reader in two ways. The first is to share your story and the second is to share the impact it has had on others.
Sharing your story allows your readers to understand the reason why your product or service was created. For the most part, your product or service came about either because you needed it or it was needed by others.
Share some of your needs and the challenges of your journey and how it has made a difference in your life. This works especially well if your prospects are experiencing or have the same needs and challenges. They will understand your pain.
Your audience feels more connected with you and that strengthens the relationship. Your story primes the reader to think about how it may change their lives.
Social proof gives your prospects evidence of other people achieving results using your product or service. Research shows that 90% of customers read 10 online reviews before trusting a brand and written testimonials have been shown to increase conversions by as much as 25%. So showcasing reviews, case studies and testimonials is an effective way to influence and persuade someone to take action.
The best way to present client results is by sharing them as if you were telling a story. Talk about the problem your clients experienced and the journey they went through. Share the results your product or service got for them and how it benefited their lives. The stories encourage your prospects to imagine how it can benefit them too.
Positive reviews and testimonials help build trust and remove skepticism. With enough social proof, readers will be more interested in buying your product or service.
Call-to-actions (CTAs) are an important element of your blog. They encourage your readers to take the next step, thus increasing your blog conversions. Ask yourself, “After reading this post, what specific action do I want my readers to take?”
Strategically promote your offers so if your visitor wants to learn more, they can take action. It could be to book a consultation call with an expert, sign up to your email list for more information, or to try a free sample of your product or service.
Use your CTAs appropriately depending on the content of the blog post. For example, if you are educating a new reader on a subject, provide them with more information with an email CTA. Or if the blog post is about how your product or service is able to help solve a problem, a relevant CTA would be to sign up for a free trial or to book a call.
Don’t be too aggressive with your CTAs as they can turn off your prospects and this goes against the soft selling approach. Approach your CTAs with a consultative and conversational tone. They will make your blog posts more effective in converting your readers into customers.
While it’s important for you not to push for the sale, you don’t want to lose your potential customers or clients to your competitors by not following up at all. Tread the fine line and give them space to determine that your product or service is the best solution.
Remember, your blog posts should educate and help your prospects to make a purchasing decision. They shouldn’t feel pressured to buy. Nurture the relationship even if it doesn’t immediately result in the sale. Once they have decided on your product or service, your CTAs will guide them to solve their problem.
Your prospects will feel good knowing they were not pressured into buying. They bought from you because they trust you, knowing that you can provide them with the best solution. In the end, happy customers with great results and enjoyable experiences will become advocates for your company.
Hiring a copywriter who understands the soft selling approach is the most effective way to convert your blog readers into customers. Your prospects will start to develop trust in your company. When you gain the trust of your consumers, the hard part has already been done. Now all you need to do is close them and provide your product or service.
Implement the soft selling approach today to help boost your conversion rates and sales by hiring a copywriter.
Austen Lee is a certified full-time copywriter who focuses on producing results for his clients. He writes engaging and research-driven copy that connects to your audience and inspires them to take action. Austen is dedicated to becoming the best version of himself who inspires others to do the same.Hire Austen