Success in marketing depends on one thing: delivering an irresistible offer to the people who are most likely to respond.
Sounds simple, right?
Nothing could be further from the truth.
Because behind that successful offer are a number of strategies that must be securely in place before you can connect and convert.
Where does it typically go wrong? Look in one of four areas.
4 mistakes that will shift your marketing into neutral
1. Dishing out the same ol’ same ol’.
If you want to get people’s attention, you’ve got to stand out. You can’t look and sound like everyone else.
Essentially, if everyone else is doing it, you need to consider doing the opposite. Assuming the opposite is still strategic marketing.
Which means you don’t have to follow the pack. You don’t need to copy the gurus. You need to figure out what makes you different and then accentuate that difference.
Turn it into a benefit, and sell it.
2. Copycatting.
This is a biggie.
When you see someone who’s getting good results from their marketing, logic would dictate that you do exactly what they’re doing. Right?
Wrong.
The problem is, everyone else is most likely copying them too. So you inadvertently fall into Trap #1, the Same Ol’ Same Ol’.
Don’t copy. Come up with your own message and your own offer. Don’t worry if it seems silly… or outrageous… or weird. Silly, outrageous and weird sell. Because they get noticed.
3. Boring people to death with vanilla messaging.
Boring doesn’t make the sale.
I once worked at a company that was so afraid of making mistakes or offending people that they stripped every bold, differentiating statement out of every message. They had a great communication plan — but they never said anything of any value. They tried to stand for everything and ended up standing for nothing.
As you can guess, readership steadily declined.
If you want to connect with your readers, be bold. Find your unique voice, and be real with people. You’ll find you have more to say and attract the people who are most likely to buy from you.
4. Offering too little value.
You’re business isn’t to sell a product or service. No. Your business is to solve a problem, so your customer can live happier, richer lives. And it all boils down to your offer.
When it comes to marketing, your offer is everything. Make it great.
The best offer will promise a deep, personal benefit to buyers. So for instance, instead of selling a newsletter subscription, sell insider information that will help you impress your friends. No one wants another newsletter. But they do want to be in on secrets and to be well respected.
Always try to make your offers sizzle. So tie them to a driving emotion, such as pride or fear. Then make them as sensory as possible. (Help your readers see, hear or smell them.) Do that, and you’ll definitely make the sale.
The bottom line
In all your marketing, you’ve got to offer value. Purchasing from you should make people feel happier… save them time and money… inject color into their otherwise hum-drum lives.
So stand out. Dare to do something you’ve never seen before.
Be outrageous. Be contrarian. And above all, be yourself.
I promise, it’ll transform your marketing.
photo credit: miconian
