People start out with high hopes when they market their product or service. They anticipate new, high-quality leads, more sales and improved profits. Unfortunately, expectations are disappointed much more often than they’re fulfilled.
Why is that? Why does so much marketing fail to persuade consumers that they should buy?
The answer is fairly simple and though many people understand it intellectually, they fail to apply it practically.
The reason is: most marketing ignores issues important to the prospect and instead focuses on issues the company doing the marketing thinks are important.
Every person who picks up a brochure, visits a website or reads an advertisement does so for a reason. They’re looking for something. They have a problem that needs solving, a goal they want to achieve or a want they are trying to fulfill.
It’s up to the marketer to figure out the reason consumers are looking at them in the first place and then address it directly.
But most don’t bother.
They assume they know what prospects are looking for and that’s why their marketing doesn’t do the job it’s supposed to do.
Most marketing copy talks about the company first: how long they’ve been in business, what product or service they provide, the employees, how passionate they are etc.
Do you see that they’re completely ignoring the most important person in the whole purchasing process? The consumer who will actually open up their wallet and buy what’s being sold!
Talk about prospect needs, discuss their challenges, address their wants and only then go into why your the right choice.
You know your customers and by extension, you know your prospects. Use this information to show them that you’re the right company for them, that you understand their issues and challenges and that you can help them. If you aren’t sure why people are buying from you, ask them!
None of your competitors are doing it. You have a golden opportunity to grab a bigger piece of the pie by shifting the focus of your marketing from you to your prospects.
Do it well and you’ll reap the financial rewards.
