Every company, no matter how diligently they may endeavor to do otherwise, makes mistakes from time to time. Many progressive companies, large and small, employ redundant checks to help ensure that each department operates in an optimal, error-free manner. In fact, it is not the company, rather some human being who is likely at fault when a mistake is discovered. We may blame computers, freight companies, email problems, busy telephones and so on, but the truth is that fallible people make the mistakes.
It often is not the error itself that irritates our customers so much as it is our response to the problem or resulting situation. More business volume is lost each day because of poor customer service than as a result of any multitude of mistakes otherwise experienced. Be empathetic; put yourself in the shoes of your customer. How do you feel about excuses, the blame-game, endless paperwork, being put on hold, and being transferred among departments, often without a satisfactory solution to the issue at hand? Become determined to change this direction in your company.
When the inevitable happens, and your customer is now upset with you; how will you respond? Here's an interesting thought: Instead of making excuses, pointing fingers or stalling, first acknowledge the error, taking personal responsibility regardless of who is actually at fault. That alone will likely change the tone of the conversation. This brief respite will allow you the necessary and brief pause to introduce a technique, so rare and infrequently utilized that your customer may temporarily be rendered speechless. Simply ask your customer how she would like to see the situation resolved. Then stop talking and listen carefully to what she says. Listen intently. Make notes. Repeat back to her exactly what she has suggested thus proving that you thoroughly comprehend what she wants. Thank her, for she has actually provided for you a great service, without such, you may have lost her business.
You will find that often, your customer's chosen remedy is the simplest, most effective and lowest cost solution imaginable. The silent customer or the ignored customer, who is not communicated with regularly, is the customer who may be lost forever. When she provides you with the solution, she wants your careful attention and prompt action. Do not dare to ignore or patronize her. Simply act upon this newfound information, communicating to her that you really care about her business. That impression is invaluable and no amount of skilled marketing can accomplish the same result.
You are also now in possession of critically important information. You now know exactly how to please your customer completely, thus keeping her business and possibly further endearing her to you and your company. Problems are often our best friends as they allow us to gather insights into our customer's needs and providing additional opportunities. Yes, problems are actually exciting opportunities in disguise, but only if handled properly.
Mistakes happen. They will always happen despite our best intentions. They do not necessarily have to become costly. Our customers don't expect perfection, for they realize that those expectations are not practical or realistic. They do however, expect our best effort. Mistakes, contrary to the nature of the word itself, may actually prove to be quite valuable... if handled properly. They provide an important opportunity to show our customers just how far we will go to ensure their satisfaction thus earning their business.
Have you ever spent some time browsing a catalog or brochure when you come upon one ad that just gains your attention and propels you to continue reading just because of how greatly it's written? Have you ever purchased a product you might have thought silly or unneeded beforehand in result of the same enticing ad changing your opinion about the product?
Often times this results from good copy. Or words that are written to promote a business, person, opinion, or to express an idea. The idea behind copywriting is to make the prospect take action. This can be anything including gaining customer information, purchasing an item, subscribing for further information, or simply changing opinions. Copywriters may be freelanced to write for a wide variety of things including pamphlets, post cards, ads on television and radio, jingles, posters, magazine ads, and even newsletters. However, on the world wide web, there are plenty of other things that copywriters have to keep in mind if they want their message to be heard.
Writing that turns prospects into buyers is known as successful ad copy. However, in order to have successful ad copy online, the prospects must actually see the ad. Thus, copywriting online, also known as content writing, must use a slight bit of Search Engine Optimization (SEO). In order to perform SEO on your copy, and ultimately have your copy sell, you must know what your prospects are looking for (surprise, surprise!). The best way to do this is to put yourself in the customer's shoes and try to think of what words would first come to their mind if they wanted to view what your product, idea, newsletter, etc. is all about. It is these words you should make sure you use when writing your copy.
Alongside with what the customers want, you have to know that your product will help them adequately solve it as well. The greatest copy comes from copywriters who are sure about what they are selling. If you believe in the product that you're selling, then you're writing will show the same (because a customer will only like the product if you like it, correct?).
If the prospect gets the vibe that you genuinely believe in your product, you will maintain a level of trust with them. Maintaining a level of trust is crucial online, because customer interaction is virtually non-existent. But, customers will begin to like you if you use the techniques outlined. The greatest way of doing this is trying to talk directly to the prospect. Don't write line after line about some technical jargon the customer can't comprehend. Imagine that you are speaking with a family member and explaining to them the benefits of your item face-to-face. This is the kind of copy people want to read.
Copywriting takes a little bit of getting used to, but once you have it down you basically have to power to sell anything at will. Remember, good copy not only speaks directly to prospects, but also makes them want to take action. So make sure you write in a way that will gain trust, but also never stray too far from the fact that you are trying to make a sale. Using these basic tips, you will be well on your way to writing amazing copy that sells.
Both Daniel Sitter & Justin Bryce are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Daniel Sitter has sinced written about articles on various topics from Telemarketing, Marketing and Computers and The Internet. Daniel Sitter, author of both the popular e-book, Learning For Profit, and the highly anticipated book, Superior Selling Skills, has extensive experience in sales, training, marketing and personal development over a successful 25 year career.. Daniel Sitter's top article generates over 33100 views. to your Favourites.
Justin Bryce has sinced written about articles on various topics from Marketing, Email Advertising and Internet Marketing. Justin Bryce is the founder of He can be reached for more information at his website here:. Justin Bryce's top article generates over 2400 views. to your Favourites.