#1 Marketing Mistake That's Costing You Money
Effective marketing shouldn’t be a guessing game. But often, as a business owner, making the right choices of where to spend your marketing dollars feels hit or miss. This shouldn’t be the case.
The marketing mistake I often see is quite simple: Business owners talk too much about themselves. There, I said it. It may feel counter-productive. Shouldn’t we tell our prospects why we are the expert they need? Well, yes and no.
When a prospect comes to you, no matter if they find you on a Google search, social media posts, or an ad, they come with a problem that needs to be solved. If the first thing you tell them is how wonderful you are, no matter how true it is, the response will be something like, “That’s nice. But what does that have to do with me and my problem?”
Your marketing will be significantly more effective when you take your prospects through a journey that works with our natural decision-making process. In the next few posts, I will dive into the details, but let’s get an overview of the strategy here.
Step 1 - Capture your ideal client's attention.
With all the information coming at us these days, your marketing needs to grab the attention of the clients you want the most. The best way to do this is by piquing their curiosity. I’m not talking about clickbait unless that aligns with your brand. But when someone has a problem, it’s at the forefront of their mind.
Your marketing needs to state the problem you solve clearly. The language you use should sum up your business in a single sentence called a one-liner that makes the reader (or listener) want to know more.
You also capture their attention with your visual brand. The images and colors should be attractive. Think of what draws bees to flowers….” Oh, something yummy must be in there!
Step 2 - Teach them why your product/service solves their problem.
Once you have their attention, you need to quickly show them how your product/service solves their problem. (It’s not time to tell them you’re the expert, at least not yet.) You will invite them into a story by using language that’s relatable to them. Think of yourself as the guide leading a hero into their epic journey. No one wants to be sold. But people do want to buy a solution to their problem.
You can offer free information that helps them get to know you. You can also share helpful information through your social media posts. The teaching step is all about your prospect getting to know, like, and trust you.
It takes time to build this relationship. Expect to be in it for the long haul, especially if you offer a high-ticket product or service.
Step 3 - Invite them to work with you.
Has this ever happened to you? You’re standing in a department store, treasures in hand, ready to buy, but you can’t find the cash register. So frustrating. Your marketing might be like this.
Prospects need a clear path to work with you. There are many effective ways to weave this into your communication without sounding sleazy. Keep in mind that the relationship you build with your prospect helps them trust you.
Sending valuable content to your prospects through email strengthens their confidence in you and your product or service. Again, you are building the know, like, and trust factor.
What Successful Businesses Do Well
Successful businesses have this simple strategy in common. They make their customer the hero. When you frame your business as the guide, you invite your prospect into a story that will not only solve their immediate problem but give them the aspirational outcome they long for.
Bringing these three steps into your marketing will attract the right clients and build your authority in your field. One of the best by-products of this strategy is that happy clients share their stories and, in effect, become a salesforce that costs you nothing.
Investing some time and energy into this marketing strategy will multiply your efforts and make you more money. It’s marketing you can feel great about!