When you’re promoting your new product, it’s easy to forget that your target customer isn’t an expert. Most likely, they don’t know nearly as much as you do about your field. If you bombard them with all the facts and technical details that make an expert like you excited about your product, they might feel overwhelmed, and shop elsewhere.
That’s why you need to be mindful of what the customer wants, versus what they actually need.
Think about when you’re buying a car. Above all else, people need safe cars. But safety is not what gets people in the door. So car manufacturers often lead with a stronger Hook Point that speaks to what the customer wants, such as performance, fuel efficiency, or looks. You lead with what people want, and then give them what they need once you’ve got their attention. Speak to them as they are, not as you are.
This advice applies to your industry, too. When someone’s browsing Facebook, they most likely aren’t there because they’re looking to buy something. They might be bored, or on the toilet (don’t be grossed out, you know you’ve done this, too). They aren’t going to be swayed by a list of your product’s features—no matter how innovative you think they are. This doesn’t mean you can’t sell to them—it just means you have to earn their attention first. And the best way to earn attention is with a Hook Point that speaks to the customer’s pain point—not yours.
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