What you’re about to read is a little harsh.
There’s a possibility you’ll get upset when you see the statements below. In fact, if you have difficulty taking criticism, then you may want to stop reading right now.
However, if you’re eager for insight that could dramatically increase responses on your marketing materials, then please continue.
Okay?
Here we go …
Regardless of the product or service you provide, your prospects do not want it. You may think they do. You may even think what you offer would benefit them … but you’re wrong.
What’s more, you’re making a huge mistake if you’re specifically marketing your product or service right now.
Yes, I know this sounds senseless, especially from someone who preaches the importance of marketing during these challenging economic times. But the key to remember here is not the action of marketing, but rather what you’re marketing.
You see, prospects are only concerned with the end result your product or service provides — not the actual product or service.
Let me give you an example …
I guarantee few people want a pool in their backyards.
Pools are expensive and time-consuming to build … pricey to maintain … they take up a lot of space … and are dangerous for kids. Who wants these hassles?
What people want is the refreshment a pool offers on hot days … the beauty it adds to their landscape … the status it affords them … and the entertainment it provides for friends and family.
If a bucket of water offered an identical experience, most people would settle for that.
Unfortunately, you rarely see pool companies promote the end result in their marketing materials. Instead, they usually show pictures of vacant pools, so prospects are left to create their own conclusions (which is always a risky move).
If you provide legal services, are you limiting the appeal of your promotional pieces by telling prospects about your courtroom experience … your expert legal team … your awards … your peer ratings … or your “principles of excellence”?
Sure, there’s a place for this information. But as the primary focus of your marketing materials, these self-serving features do little to help your prospects imagine a change in their situations after using your services.
Remember, our minds are programmed for pictures, so you must use your text to create a positive visual experience for your prospects.
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September 24th, 2009 at 8:22 am
This is a message a lot of folks on Twitter could stand to learn. Instead of just blasting away links to their affiliate pages they should relax and take some time to learn more about their prospects and their wants. I have to admit though I could stand to listen to the message a bit myself sometimes. Sometimes I just go into a feeding mode and treat prospects more as a food source rather then the dynamic individuals they were created to be.
Good stuff Tom!
September 24th, 2009 at 5:32 pm
Matt,
I occasionally need this reminder too (that’s one reason why I wrote this post). Learning your prospects’ wants and needs takes time, which is in shortly supply for almost everyone these days. Thanks for your insight.
September 24th, 2009 at 7:42 pm
I think one of the coolest things social networks offer us as marketers is the ability to interact with our prospects in a way where we can get to know them and their needs fairly well. Most new marketers have no earthly idea what their prospects need and/or are willing to purchase. They just take a carnival barkers mentality and just start screaming for folks to come play their game and check out their wares. Which is extremely ineffective and makes them come across as rude bozos. It’s nice to see there are professionals like you in the marketplace today who know the right way to go about marketing and selling. You have a new follower and friend man!