Editor’s Note: Here at Dispatches, we are always looking for ways to help our readers do things. For some of our readers, that means helping navigate the working world, for others, it means assisting in the ever challenging question, “what’s for dinner?” For still others, it means figuring out how to balance family life with everything else. In an effort to aid in all of these endeavors, we have collaborated on this article written specifically for our readers.
Selling a product is not an isolated event. It’s the culmination of a network of decisions, things that allow for the choice of purchase to be easy. There are a million small considerations and thoughts behind the products you buy on a daily basis and the same is true for your customers. Intense product scrutiny is a duty that businesses take seriously. It might be the shape, size, color, packing and general display the product comes in. It might be the price point, shelf life, long-term usage and general utility that product offers. All of these things should be considered and optimized.
Clarity is the biggest factor when selling a product or service. Clarity makes the difference between having to hard sell and letting the product or service speak for itself. Clarity offers so much in that process of convincing someone to buy. Here’s why:
It Reduces Consideration and Decision Fatigue
When someone is presented with the raw facts about why a product is great, they are much more likely to open up to the experience. Consumers want to make a purchase, they don’t want to cryptically analyze what you’re offering and how to fit it into their home life. Businesses can often confuse a product being mysterious and intriguing to being cryptic. At the end of the day, there is no excuse for a customer to be presented with your product and not knowing what it is, or what their value for money is for them. When they know all of this instantly, it reduces the amount of time they take to come to the purchasing decision.
It Makes Strengths Real
Consumers are used to being oversold and having products overhyped. They filter it out. They set expectations accordingly. However, when presented with an item clearly, they can see the strengths for themselves or are at least interested in figuring them out. Infomericals are the gold standard for this technique. By highlighting the real benefits of your product or service, you don’t have to work as hard to get customers to know what they are buying and why. They should also be able to refer to clear printable labels. This allows for the consumer to also feel like they have been directed in an honest way. When it comes to fostering brand loyalty, this is an excellent place to start.
When it comes to brand loyalty, clarity is the key element. This is because many people feel that associating their identity with a brand is important. For example, people stick to a certain brand of phone or sneakers or anything due to how they perceive it. For example, if your business makes ethical decisions in manufacturing, people will consider that a proud emblem to be seen with. In the free market, businesses not only offer products but mini-identities. This can be good or bad depending on your perspective, but as a business leader, it can certainly be useful to use. Staying clear with your image, and how your products contribute to that, as well as demonstrating the good work done by other forms of your business will all contribute to that impulse buy, as long as you can directly communicate this with no trouble at all.
With these tips and insights, you should understand the power and intelligence of clarity, and use it more in your product offerings.