Dear Friend,
Why Does Marketing Fail?
It seems like the holy grail of marketing questions…
Except it’s not, in fact some business owners do market extremely well without even realising it. They just know what they’re doing works – so they keep doing it.
Which simply means, you can too.
So let’s get to it…
To be blunt – no one likes being sold to. However people love to buy.
People will happily part with their pocket full of cash if they truly believe their new purchase will solve at least one of their problems.
So – how do you get people to buy without selling to them?
First…
Stop Blasting Them With “Buy Me” Ads
“Buy Me” ads so often resort to “We are discounting… or Sale Sale Sale”
Or worse – they’re brand advertising. “Here is my business”. They don’t do anything… There’s no value offered, no Sale Sale Sale and definitely no call to action.
Now I don’t like competing on price – competing on price is a race to become broke. It eats away at your profit margins.
The great thing is, people will pay for value if they understand what the value is.
They will often pay more for a product or service if they understand why they are paying more for it.
It’s Your Job To Explain It To Them
If you don’t explain the value in your product, there is nothing for them to compare with, so they compare on price. And the lowest price wins.
Understand the value in your product / service and base your market on the value.
You need to get yourself to a position when someone says to you XYZ is cheaper, you can say…
I know, the reason you’re paying more for our product is because (insert reason). If you don’t need or want (insert reason), you might be better off with the other product. However, if you need these (insert reason)… we believe this is your best option.
If you’re benefits are strong enough – you will win the sale.
So given people don’t like being sold to – the reasons most marketing fails is because it look like an ad.
And no-one picks up a magazine or jumps on like and starts looking for the ads.
They’re Looking For Something That Interests Them
They may not have even been thinking about your product or service, but if you can catch their attention with something interesting…
You can explain the benefits of having your product – and all of a sudden you have their undivided attention and they want to know more.
So tell them more.
Tell them as much as they want to know.
And Then…
And only then can you let them know how they can buy your product or engage your services.
Make Your Marketing Work Harder
James