I listened to a recording of webinar by Clayton Makepeace this weekend. It was on the current hot topic of helping people through the current gloom and doom economy.
If you do not know Clayton Makepeace, others say he is the worlds highest paid copywriter.
He gives away a wealth of information on his website. And if you would like a great lesson in copywriting, have a look at this piece he wrote, and take the time to read through all of the 280 odd comments. This is where the copywriting lesson comes to light.
During his presentation Clayton spoke about how sales are always made by appealing to emotions.
Different cultures respond to different emotions when they buy from you. This is why:
- You need to adapt your sales and marketing communication when you target different cultures.
- You will get more international sales through market segmentation with the appropriate message for each culture.
If this seems like something only large companies can do, you are mistaken. The key factor is not manpower or budget. The key factor is:
- Excellent web marketing practices
International web marketing represents a large part of communication for most international businesses. With international web marketing you have an easy way to adapt your communication for different cultural markets.
- One website with country-specific web domains or categories
- Culture-specific content even if it is in English
- Culture-specific web tools
- Feedback-stimulating web marketing
- Systematic A/B testing
- Results tracking
- Systematic review for improvement
You now have a platform you can use to find out what works in your different cultural markets. And which emotion buttons you need to appeal to.
Does this take time? Yes. But, are you committed to developing international sales?
Then, this is time well spent.
You need specific international market knowledge for your business if you want to develop an international business.
And the information you get through communicating directly with each of your international markets, following results and learning more about them is vital for your international business. By creating country specific marketing, and by appealing to the right emotions for each culture, you will increase your international sales.
What do you think? Please leave your thoughts and comments below.
Photos from Shutterstock.
Filed under: international sales skills
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