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| What Is vs. What Should Be |
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Not to mention balancing family life. I know you can relate… We often times get stuck in the “What Should Be” vs. “What Is” mode. We start looking at things through rose colored glasses, especially when it comes to our marketing efforts. Many small businesses stop measuring and just sit back and assume that leads will pour in. Sound familiar? You launch a one off promotional effort, then wonder why the heck you aren’t getting any leads. The copy was killer, the graphics were spectacular, and still little or nothing in return. When you start looking at “What Is” you start doing things like measuring your results. You look at how each marketing dollar is returning value to your bottom line. You stop “wishing” that leads would come in, and you start actively getting on with testing, tweaking, and seeing results. You stop doing one time promotional efforts, and you build a marketing plan and marketing system. Marketing is a contact sport. You have prospects that you have to move into motion and take action from a dead stop most times. You need to capture their interest, create desire, and then get them off their a@@ to take the next step with your product our service. I’m gonna bet that you are spending time or money in areas that are promotional that you aren’t getting any results from. You keep “wishing” (there’s that word again) that some day that ad will yield results. Again, What Should be vs. What Is. I am as optimistic as you, and quite honestly don’t enjoy what is all the time. But quite frankly there really isn’t a choice. “Should” isn’t going to help you reach your dreams and your goals in your business. Now… Go Target, Attack, and Profit.
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Tags: | Marketing To Your Irrational Prospect |
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Hahahahaha…That’s pretty funny. That’s laughable isn’t it. Everything you purchase is certainly based on the logical need. The totally rational decision about need vs. want. The well thought out, well executed purchase. Yeah right. Me neither. There’s always an irrational element to our decision as a consumer. Whether you are marketing to B2C or B2B, this is pretty much universal and human nature. The truth is we like to THINK that we are these totally rational and logical buyers that think through every purchase with exacting detail. The truth is that our irrational and emotional brain calls the shots, then our logical left brain kicks in to ONLY THEN explain the logic and justify the purchase. So what does that mean to you as the small business owner and marketer of your product or service? Everything… I want you to go through your current marketing and sales messages. Are you speaking to the emotional and irrational brain? Or, are you speaking to the logical brain? Your marketing message needs to address the wants, needs, desires, hurts, frustration, and pain that you are solving for your prospect. Then leverage the emotions attached to those needs, and make a solid case logically how your product or service addresses those. Here’s an example: If you are in the market for drill, what are you in the market for? The fastest, best looking, and most powerful drill out there? Nope! You are in the market to create a hole. Sounds simple I know, but many marketers and business owners forget about the desired outcome. Marketing Tip: Sit down and look at your marketing materials and write down or highlight how many times the word “I” appears in your marketing and replace it with “You”. You will notice a difference right away. Then start defining the real reasons prospects need your product, and create a message that addresses the need not the logic… Remember, we aren’t all that rational after all. Go Target, Attack, and Profit! ~Matt |
