Understanding the Buying Process Can Increase Your Sales

Written by Karon Thackston

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Step Three – Evaluation

After your customers have collected allrepparttar information they feel is necessary, they begin to evaluate their options and narrow their choices until they finally pickrepparttar 108165 one thing that they are comfortable with, and that they can afford. This isrepparttar 108166 time to follow-up with your customers. Is there additional information they need in order to choose? Did they have problems withrepparttar 108167 free sample that can be corrected? Your “presence” duringrepparttar 108168 evaluation stage is important, so do your best to retain customer contact information in order to “gently” offer any additional detailsrepparttar 108169 buyer might need. (Nobody likes a hard sell, or to be pushed into buying.)

Step Four – Purchase

Once allrepparttar 108170 information has been evaluated, a purchase is made, and your customer walks away happy… right? Well… not always.

Step Five - Cognitive Dissonance (Post Purchase Anxiety)

While customers may have thought they choserepparttar 108171 best solution when they purchased, many times customers later experience cognitive dissonance, a.k.a. buyers’ regret. They second guess their decision and begin to feel uncomfortable about their decision. This is where trial periods, guarantees, and/or warranties come into play.

Customers will have more confidence in their decision, even after it is made, if they know they aren’t “stuck” with their purchase. Having a guarantee to fall back on gives themrepparttar 108172 comfort to know that – should something go wrong – they won’t be left stranded. Generally speaking, a guarantee is a psychological support rather than a literal one. Most customers never take advantage of guarantees… they don’t think they need to. However, if a guarantee wasn’t offered,repparttar 108173 anxiety of feeling “all alone” would overcome many buyers and persuade them into asking for a refund.

Understanding each step inrepparttar 108174 buying process can help you structure your selling process and your marketing materials to cater torepparttar 108175 customer. Takerepparttar 108176 time to consider what your customer goes through when makingrepparttar 108177 choice to buy, and alter your business accordingly. In doing so, you’ll increase your chances of making more sales, and landing more satisfied customers.

Most buying decisions are emotional. Your ad copy should be, too! Let Karon write targeted copy and ezine articles for you. Visit her site at http://www.ktamarketing.com, or learn to write your own copy at http://www.copywritingcourse.com. Don’t forget to subscribe to Karon’s free ezine at http://www.ktamarketing.com/ezine.html.

The Writing is in the Rewriting. Seven Steps to Getting it Right

Written by Walter Burek

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5. Are you using little modifiers excessively?

Nouns and verbs that are specific give good writing toughness and color. So use adverbs and adjectives sparingly. And remember what your Strunk&White says about modifiers like "rather," "very," "little," and "pretty" -- "...these arerepparttar leeches that infestrepparttar 108164 pond of prose, suckingrepparttar 108165 blood of words."

6. Is your phrasing too fat?

Vigorous writing is lean writing. Put your sentences on a diet by cutting unnecessary words: reduce your paragraphs by eliminating unnecessary sentences. Get rid of expressions like "the fact that," especially when "since" or "though" will do. Look for places where you can express a thought in one sentence instead of two.

7. Does your beginning lead to an end?

All copy should have a clear beginning, middle and end. The shortest pieces as well asrepparttar 108166 longest. Begin with a lead sentence that capturesrepparttar 108167 essence ofrepparttar 108168 piece, then jump right intorepparttar 108169 action. Make surerepparttar 108170 middle section is tight and well organized. Keep like items together. If you're comparing cars and trucks, describerepparttar 108171 cars first, thenrepparttar 108172 trucks. The end of your piece should have a crisp closer or zinger and contain a call to action or quote. For instance, an apt ending here might be something like this from Dickens: "All writing is misery."

© Burek Group 2003

Thank you for your intrerest in this article. You may freely publish it in print or onrepparttar 108173 Web as long as you includerepparttar 108174 byline and credits. Also, please advise me of publication by mailto: walter@walterburek.com

Walter is an professional advertising copywriter who writes, edits and publishes "WORDS@WORK", a FREE bimonthly newsletter of advice and about writing that works. To view his award-winning portfolio and to subscribe, visit http://www.walterburek.com You may also subscribe via mailto: WordsAtWork@comcast.net

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