The Not So Silent Killer Of Most Small Business Marketing - Part 1

Ever had a conversation with someone who was gruesomely uninteresting and they just go on and on

And on…and on

And you're standing there thinking “Just get to the point already…”

And once they do, you've already checked out.

This is exactly what prospects think about most marketing. And chances are you might be making this same mistake too. In this article, I will show you how to keep a prospect interested long enough to sell them. Let get into it.

Number One Mistake Most Small Businesses Make

Being borrrrring!

I mean look at this drivel —

“For crystal-clear vision, your view through dirty windows quickly becomes clouded when dust, streaks, and water spots take over. But don’t worry! We’ll make your windows shine like never before. Our skilled cleaning artists will rid your glass surfaces of…” Blah blah, BORING!

This is a real ad that was put in front of me by a client. I was told that it did very poorly and it's easy to see why. 

First of all. Trying to make cleaning windows exciting… 

My brother in Christ… windows just ain't that interesting.

That's why you always sell the result. People don't care about windows, they care about having their house looking good. They don't care about carpet, they care about having a beautiful living space. They don't care about tires, they care about having a reliable car.

Business owners often get enamored by their own product that they start selling the actual product rather than it's result. I'm sure what you do is incredible work, but unfortunately, prospects just don't care.  

They only care about the result. Think WIIFM “What’s in it for me?”

Language That Puts People To Sleep

Let’s get back with the previous example—

“Our skilled cleaning artists will rid your glass surface…” 

It's like some alien creature pretending to be a person.

Imagine saying that at the bar to someone. They might have to call someone to put you away, you sound nuts.

“We have the guys who can make your house look reeeeal good. You’d think it was built yesterday, we’re not going to leave any stone unturned.”

This is more like what someone would say in a real conversation. Notice how much more human it sounds?

Almost everyone's writing sounds like ChatGPT AI garbage. Luckily for you, this makes it a lot easier to beat out competitors.

How To Get Their Attention And Hold it Tight

Some people are so cookie cutter, so office professional that their writing comes off gruesomely lame. 

So, what you do is pull back that boring corporate professionalism and imagine you're talking to a buddy at the pub then put exactly what you said into writing.

Doesn't mean you have to curse or be outrageous. 

People like buying things from other people. If you give off the vibe that you're a walking faceless corporation in your marketing and sales calls… be prepared to bleed customers.

A lot of businesses offload their brain and give this sort of task to an AI chat box. I recommend small business owners to never ever do this. People can tell somethings off, then their attention will drop.

Make sure to focus on the main benefit for the customer (WIIFM) and don't talk like an alien humanoid creature. Then your words will naturally align with your prospect's interests then boom, more sales.

Happy hunting, 

-Jason