Many of us have problems with marketing their business. Maybe we have a simple offer of enormous value that people just don’t ‘get’. Maybe we only hear from tyre/tire kickers, or maybe we don’t hear from anyone at all.
How can that be? We created a mousetrap that far out-performs the current models, and the old saying is “Build a better mousetrap and people will beat a path to your door”. We did and they haven’t. Oh well, let’s build another mousetrap.
If any of that sounds familiar – customers that don’t get what you offer, customers that don’t see the value or pretty much any response that is under-whelming – then the problem may not be in your customer.
Let’s explore that a little, and look for the reasons why your marketing isn’t working the way you think it should and then find a solution.
The first step in finding the right solution is finding the real problem. That means the question we need to ask is “Why are people not responding in the way we want”?
One reason for that might be that your message was not targeted enough. It didn’t connect with your market. Things that cause that include a headline that doesn’t attract the eye, or sales copy that doesn’t convey your offer, or maybe it didn’t convey a big enough sense of urgency.
Maybe your message was perfect, it just wasn’t presented to the right people. Your message must be designed to appeal to a specific target market, and it must be delivered to that market.
Or maybe your message was perfect and it was delivered to the right people, just at the wrong time. Perhaps you followed a recent campaign by a competitor product, or your business-related message was only visible while they were relaxing after work.
It seems obvious to acknowledge that an advert must be couched in terms that appeal to a specific demographic and it must be presented in a way that they are aware of it, at a time they are receptive.
Now think of a recent campaign of yours that didn’t get the results you expected. Did it break any of these rules? Figure out why that campaign failed and then incorporate that information into your next campaign.
You will always be able to improve your marketing performance (well, until you hit 100% response) by applying the lessons learned from your current campaigns. A good starting point is to identify your target client: what kind of work they do, their marital status, how old they are, their educational status and so on.
Identifying them to this level of detail allows you to figure out what problems they have that your product fixes. It also allows you to identify what kind of language they speak, their language patterns, and where they congregate and when.
That then allows you to present your message that tells them you can fix their problem in words they resonate with at the right time and place. Can you see how that might improve your response rates?
It isn’t enough to have built the perfect mousetrap, you also have to let people know that it exists and where they can buy it. Maybe people didn’t beat a path to your door because they didn’t know your door existed.
Building a better mousetrap and adding a marketing campaign that works is likely to improve your results.
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