How To Make Sure You Ideal Customer Chooses You And Ignores Your Competitors
The absolute majority of businesses are undergoing what I call “Marketing Incest.” Most companies have no clue how to properly market and very little have a some vague idea on how.
The lawyer is too busy lawyering, the plumber is too busy plumbing, and the dentist is too busy… denting. Because that’s the thing they’re good at and they don’t have time to jump through the marketing rabbit hole.
So they take the Blue Pill then end up copying their competitor’s marketing who are already copying a different competitor’s who’s already copying another and so on... Today’s marketing (especially online and tv advertising) is now a grotesque accumulation of corny jokes, cringey dances, or self glorification.
In this article I will tell you how to avoid this marketing black-hole and present your company in a way that not only attracts your ideal customer in a sea of mediocre marketing but also keeps bringing in those sweet sweet pesos. Let’s begin
“What’s In It For Me?”
This is the message going through your customer’s brain 24/7 365 in all their daily interactions and in every spending decision. So, if you decide to create an advertisement and then you start talking about your company’s “integrity” , your “focus on customer relationships” and your “34 years of experience” your ad is going to lose, badly.
As it should, because brother… Nobody cares about any of that stuff.
The reason for that is simple. Imagine being in the shoes of your prospect…
“How does your ‘30 years of experience’ fix my back problems?”
“How does your company’s ‘integrity’ fix my leaky roof?”
“How does your ‘customer relationships’ get my car back on the road?”
Sure, maybe they ought to care because your company is probably very interesting but talking about it directly through your advertising isn’t going to move the needle towards where you want. It only serves as extra fluff which risks fumbling their attention and losing the sale.
Don’t even get me started on the silly dance routines and corny jokes… if you have a marketing budget like Coca-Cola (644B. Yes, B as in billion) or if you really really hate money…
Have at it!
But realistically — for the rest of us small business owners, you will get fantastic results if you focus your marketing efforts strictly on the needs of your customer.
How To Make Sure Your Marketing Keeps Bringing Money IN
What’s the one thing on this planet your prospect thinks about the most?
…Themselves! And that makes your job a helluva lot easier.
If you focus on your prospect’s problem by positioning yourself as a someone of understanding who knows what they’re going through. Then you will ultimately win them over, especially since your competitors are most likely talking about themselves, you instantly come off as someone who just “gets it.”
There’s 2 simple ways to go about this:
In your headline, as them a question
“Does Your Back Hurt?” “Is Your Morning Dragging Without Caffeine?” “Is Your Dog Leash Aggressive?” “Are Your Muscles Constantly Sore?”
Lead with solutions
“How To Cure The Crippling Effects Of Burnout” “How To Get A Better Mortgage With One Simple Trick” “How To Cut Your Workout Routine In Half While Keeping The Same Results”
Keep these 3 things in mind while creating your campaign:
Never say the exact same things your competitors are saying. Chances are, they don’t know what they’re doing.
Say something that makes the prospect sit up, something that makes them — “Oh, wow. This is interesting " "Oh wow, that's me!”
Make it clear that you understand them. Know what your prospect is experiencing.
You will instantly grab the attention of anyone reading who’s experiencing these issues and now you build upon that with whatever you say next. Just don’t start talking about your company’s accolades once you have their attention. There is a time and place for it, just not your marketing.
With this, you’re already light years ahead of basically every business owner around you.
The best part?
In 10 or even 30 years you’ll still be ahead. You would think that over the past 50 years that things would evolve and business owners would understand exactly how to generate leads through marketing, right?
Well, they don’t.
And the great majority of business are never going to
All the easier for you.
Happy hunting,
-Jason Anderson
