I am amazed at how many people continue to
state all the shining attributes about themselves! (Mistake #1)
Yes it does feel temporarily good, as you reread your material and go over the statistics that you have so proudly listed. But seriously this information, should only be considered as a “seal the deal” bit of “info” and put it at the bottom of your messages.(If you don’t put it there…Mistake #2)
It is still proven that people just want to know, what’s in it for them. What will THEY learn from reading your article, or hiring your services. Let’s get back to the facts that people want to know how they will benefit from using your services.
As an adjunct Prof. of Marketing & Advertising at Kean University, I teach my students that this has to be the core statement in their materials. It is like the “Push or Pull” method of marketing.
Either you are pulling the consumer into wanting something….or, you got it….they are being pushed into “wanting” something .
This becomes the fine line between marketing and sales promotion. But the end result is that you have a consumer who wants to give you their money, and you in turn are going to give them reasons, for them wanting to come back, again and again. (If you don’t…Mistake #3)
If you can satisfied a need, a “hurt” or a “pain” that they have….than you will have a repeat customer.
Seriously, look at the weight loss market. It will always be a money maker!! As the baby boomers get older and wider; and as the 20 somethings (millenials) find that their high school and college weight is becoming a thing of the past. Well now you have a brand new audience. And that is what you will always be marketing towards.
A good marketer knows how to go after each audience.
You have the answer to the problem that they (the consumer) wants fixed.
So no matter what materials you use to market yourself, please list at least 1 or 2 benefits in the beginning; have 1 listed in the middle….and conclude with at least 1 or 2 reinforced reasons of why they should CHOOSE your services, products or ideas. (If not then you have committed Mistake #4 .)
I have frequently spoken about the K.I.S.S. theory, and I will bring it up again the way it should be addressed. (Keeping a negative mindset is Mistake #5 – Keep it simple “stupid.”)
“K.eep I.t S.imple S.uccessfully”
The consumer, does not want complex information…..they want simple, successful answers.
And that is when it is time for you to go into action with your answering machine message, your business cards, your marketing materials. Each of those components promoting the benefits of you… to that potential new customer…or better yet…a long term repeat customer!
Contact Eileen@StrongIncentives.com for further details, of a 20 minute free marketing strategist session.
Seriously, it’s free…now that’s a good return on your investment….isn’t it?