I was watching a commercial on TV the other day about a new pillow. I am always intrigued how companies advertise their products so I watched how they tried to promote this pillow, and I wrote down a few things they actually did right. Even if you hate the product, they did a great job at selling it.
Are you trying to figure out how to sell or promote a product on your website? The 5 steps listed below are MUST HAVES in every product promotion that you write.
Here are the 5 steps to knowing how to promote a product that I gathered after watching this commercial:
Step 1: Reveal the problem.
This pillow commercial started out showing people in very uncomfortable positions with inferior pillows. They were suffering with back pain, neck pain, and general discomfort, and you could see the frustration on their faces. It might even seem comical, but what the advertisers were trying to do was get people to say, “Hey, that’s me!”
The goal: To make people relate with the problem and let them know they are not alone.
No one likes being alone, and knowing other people are suffering with the same thing makes you take notice. If you have been struggling with your pillow lately, you would be paying attention to this commercial because you can relate with it.
The application: When you are promoting ebooks and other products on your website your first mission is to show people the problem. Some of them might not even know there IS a problem, and once you show them you just turned them into a potential customer. You can’t expect to make great sales until you first show your audience the need. If they don’t see a need for the product they certainly will not buy it.
Step 2: Introduce the solution.
This is where most people start. They just jump right into the pitch about this great new product that just came out. But it must always follow the revelation of the problem. The new and improved pillow was introduced by the announcer and was revealed as the answer to all those pillow problems.
The goal: To reveal the name and origin of the solution and become an authority on the topic.
The application: This is where you really have to separate your product from all of the others. There might be hundreds of other products just like yours, but before you explain how it is different try to establish the people behind the product. This will further help people to relate with it and how it really is an authority product in its field.
Step 3: Show how the solution addresses the problem.
The pillow commercial then showed different screen shots of people using the pillow and feeling immediate comfort. They were using the pillow behind their heads, under their legs, between their legs, behind their backs while sitting, and in many other different ways.
The goal: To show the many uses of the product and how it can be used to solve the problem established in step 1.
People love stuff that does more than one thing. If your product solves more than one problem make sure you highlight it.
The application: This is where you need to really show off the product and surprise people with the many functions it has. You must think of every possible way in which the product can be used because there may be someone sitting there that has a very specific problem, and if you can address it, you are that much closer to turning them into a customer. Make a list of all of the problems this product will solve and how easy it is to use.
Step 4: Use testimonials
Next in the pillow commercial there were about 5 testimonials of people that were feeling the comfort of the pillow. They were surprised at how soft it was, how easy it was to use, and how much it helped them get comfortable.
The goal: To get people to relate with the solution and make it appear genuine.
It all goes back to getting people to relate. We got them to relate with the problem so now you have to get them to relate with the solution. By seeing other people just like them using the product, it eases their apprehension and makes them feel like this might be a product for them.
The application: Get some real testimonials of people that have used the product. Don’t make these up. Even if someone has something negative to say it’s ok, because it gives more legitimacy to the testimonials. You can use either written testimonials or videos which are even more effective.
Step 5: Throw in a bonus
It’s almost like the writers of this pillow commercial were also internet marketers. Next thing you know they were throwing in some free bonus gifts if you bought the product right then. I could also talk about urgency in this post, but I will see if someone else mentions it in the comment section.
The goal: To make buyers feel like it would be a stupid decision NOT to buy the product.
You want to pleasantly surprise your readers when you are promoting a product. The pillow commercial got the point across that this was the deal of the decade.
The application: Show them a price and then undercut that price and double the benefits. You really want to overwhlem them with how good this deal is. Make the bonuses really good, but don’t list too many. I have seen way too many marketers throw in about 20 bonuses which seemed more valuable than the product itself. It really makes you wonder if the product is even worth the money at that point.
What other pointers can you give us about promoting a product on your website? Leave a comment below…
Good post. Always start with the basics. When your starting out in internet marketing, you look at TV ads in a whole new way – instead of passing through infomercials, I watch and learn. Would like to add one addition – with web copywriting, telling a compelling story is a great method to get people to relate to your product. So much to learn. Great website by the way – have you bookmarked now.