How can you effectively sell your product to Eurasian Market? Pt I

Eurasia is not USA. Yes, this sounds like tautology, but stay tuned and let me explain. By saying Eurasia, I mean Russia in the first place. Yes, that country of contrasts, where business mechanism vastly differs from Europe’s and USA’s.

The first thing you should know before developing a marketing strategy to invade to Eurasian market is that – it’s very diverse. That’s why, you can’t afford yourself to blindly believe in market research results. Cause in Russia poverty and wealthiness exist very close to each other. Cities that are highly adapted for foreign product and investment alternate with those which are totally closed for any kind of foreign economical impact.  

Russian economy varies a lot  on all of it’s territory

So how to act?

While planning your product’s integration strategy in Eurasian market focus on as little territory as possible. You shall always keep in mind, that the fact that your product is being sold perfectly well in Moscow, doesn’t mean that it can’t be a total failure in St. Petersburg(even though they have almost the same demographics). By now, you probably think that the things I say are common for market of any country. And you’re absolutely right. But here’s what makes the real difference:

Though Russian market may seem not very welcoming; it’s not oversaturated with high-quality products and opens great opportunities for foreign business expansion

When you launch a product in two cities with similar demographics of the same country in Europe you can very reasonably expect that the difference in sales rates in those 2 won’t exceed 5%. Maximum 10%. But that’s it. Scattering rate very rarely outruns those 10%.

But when you start a product promotion campaign in Russia, in 2 cities with same percentage of your prospects among the population, same religious views, same mentality e.t.c you can easily get the sales scattering rate to be 20%; 40% and up to 60%

So, once again, rule #1:

While planning to launch the product to Eurasian market, set your market research’s territorial borders as narrow as possible.  

Why do They Laugh Behind the Scene?

Have you ever wondered why do they turn on laughter track after the joke in sitcoms? What; can’t we figure out ourselves at which moment to burst in laughter? Well, I’ll give you an ambiguous kind of answer. It’s the same reason the piano player in the bar puts a few 5$ bills in a tip jar, at the beginning of the night. The signal. As confident creature as a man’s supposed to be, he needs a signal to know for sure when to laugh and how much to tip the piano player, so that the girl next to him won’t assume that he’s a greedy guy. 

They turn on audience’s laughter track in sitcoms, so that you’ll never miss the “funny” part

What does this all have to do with copywriting?

You can use that signal to enhance the selling power of your copy. Especially on your web site. To do this, you just need to show your website visitor, that other people like himself have used your product. And guess what? They loved it!

If you include enough positive, customer feedbacks about your services; that will transfer a message: “1000 people were satisfied by the quality of the product and services the company provides. That many people just can’t be wrong. You have to try this!”. Consciously or unconsciously prospect will get the message, and he will act. Well in this case he’ll act by clicking on the “purchase” button.

All we need huh?

The most intimate and warming button for the internet-marketer’s heart

Want to know how to make that “Buy Now” signal even stronger?

To triple the effect of the “signal” show the prospect that people who are SMARTER than him chose your product. To do that you just have to include a statement like this: “43 heart surgeons used our CLIENT-MAGNET system and multiplied their annual income by 3x!”. Yes, and you better make sure to include a couple of feedbacks from those heart surgeons, so that your statement will look trustworthy. 

 Building trust, for the future clients

“The signal” discussed above does 2 great favors to your product’s marketing:

1.      The positive feedback from customers who used your product makes your company trustworthy in the eyes of the prospect.

2.      It pushes prospect’s hot “Everybody else is doing this, so I should be too” button.