Most companies waste enormous amounts of money on Marketing. We all know how mind-numbering it is to spend precious dollars on a new marketing effort that gets no result.
When we see the reports, we wonder what went wrong, or worse, whether our product is really as good as we thought it was.
But what if the problem wasn’t the product? What if the problem was the way we talked about the product?
The fact is, pretty marketing tools don’t sell things. Words sell things. And if you clarify your message, your customers will listen.
If we pay a lot of money to a agency without first clarifying our message, we might as well be holding a bullhorn up to a monkey. The only thing a potential customer will hear a clear message.
The reality is we aren’t just in a race to get our products to market, we are also in a race to communicate why our customers need those products in their lives. Even if we have the best product in the marketplace, we’ll lose to an inferior product if our competitors offer is communicated more clearly.
So, what’s your message? Can you say it easily? Is it simple, relevant, and repeatable? Can your entire team repeat your company’s message in such a way that it is compelling? Have new hires been given talking points they can use to describe what the company offers and why every potential customer should buy it?
All great messages are about survival- either physical, emotional, or spiritual. A message about anything else won’t work to captivate an audience. Nobody’s interested.
If we position our products or services as anything but an aid in helping people survive, thrive, be accepted, find love, achieve an aspiration identity, or bond with a tribe that will defend them physically and socially, good luck selling anything to anybody. These are the only things people care about.
Even when having to process too much seemingly random information, people begin to ignore the source of that useless information in effort to conserve calories. In other words, there’s a survival mechanism within our customers brain that is designed to tune us out should we ever start confusing them.
The key is to make your company’s message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories.
Customers always have questions burning inside them, and if we aren’t answering those questions, they’ll move on to another brand.
We should identify what our customer wants, what problem we are helping them solve, and what life after they engage our products and services, for example, we can forget about thriving in the marketplace. Whether we’re writing a story or attempting to sell products, our message must be clear. Always. “If you confuse, you’ll lose.”
All experienced writers know the key to great writing isn’t in what they say, it’s in what they don’t say. The more we cut out, the better the screenplay. If we want to connect with customers, we have to stop blasting them with noise.
Finally, To clarify your customer message, you need to organize your thinking, reduce your marketing effort, obliterate confusion, terrify the competition, and finally get your business growing.