You have to keep in mind that audiences everywhere are bombarded with sales pitches at every turn.
It’s no wonder people are growing weary of content that feels like it’s constantly trying to sell them something. Plus, people are getting sick of engaging, too, and even when it comes to that, it’s also not too hard to see why either. Overall, as content creators and digital marketers, we face the challenge of promoting our products or services without coming off as overly salesy. Your audience, basically everyone, can see this from a mile away, and again, people are sick of consuming content that’s basically but an ad. Chances are, even in your position, it’s probably the same, right? At the end of the day, it’s all about creating a balance, and yes, there are ways to strike that perfect balance.
So, with that all said, here’s how you can master the art of subtle selling while keeping your content engaging and authentic.
Understand Your Audience
So, how well do you know your audience? Meaning do you understand their needs, desires, and pain points? What are they looking for? What problems are they trying to solve? So, by genuinely focusing on providing value and addressing their concerns, you can naturally incorporate your product or service into the conversation.
Provide Value First
The golden rule of content marketing is to offer value before asking for anything in return. After all, content is king. But it’s like businesses have forgotten all about this. Whether it’s through informative blog posts, helpful tutorials, or engaging social media content, ensure that your primary goal is to educate, entertain, or solve a problem. When your audience sees that you’re genuinely interested in helping them, they’ll be more receptive to your subtle sales messages.
Engage in Conversations
Ideally, think of your content as a conversation rather than a monologue. So, what this means is that you should encourage interaction by asking questions, inviting feedback, and responding to comments. This two-way communication builds relationships and makes your audience feel valued.
So here’s an example: if you’re discussing the benefits of chat software, ask your readers about their experiences with customer service and how they think live chat could improve it. Actually, something else that could be done (outside of content) would be to have your live chat software (whether it’s humans or bots) also trying to help, but at the same time, softly nudge for sales too (but giving out freebies within this could help too).
Be Authentic
Now, you have to remember that authenticity is key to building trust. So you’ll need to be honest about what your product or service can and cannot do. This is probably the biggest of them all! You’re going to basically have no choice but to avoid exaggerated claims and instead, focus on the genuine benefits.
When you’re authentic, your audience can sense it and they’re more likely to trust your recommendations.
Leverage Social Proof
Now, above all things, this is the perfect way to not come off as salesy in your content; you can look into your testimonials, reviews, and case studies, as all of these can be incredibly powerful.
When potential customers see that others have had positive experiences, they’re more likely to trust your product. You could even incorporate quotes or snippets from satisfied customers within your content to subtly highlight the benefits of your offering if you wanted to (it really helps).
Need more help when it comes to creating content? Reach out and let’s chat!