You’re standing in a noisy, crowded room. What’s the one thing you’re likely to never miss?
Someone mentioning your name!
In life, we’re all tuned to one primary frequency, “What’s In It For Me” or WIIFM.
It’s a principle you’d do well to apply in your marketing.
I’m going to reveal a harsh, unpalatable truth.
Nobody Cares About You!
They don’t care about you. Your company. Your product or service. They don’t care about your fancy logo or business card. And they certainly don’t want to listen to you big noting yourself.
They only care about themselves and the results they want.
(Watch the rest below – or keep reading)
Nobody, and I mean nobody wants to buy products or services. Whether it’s toothpaste, soap or high priced legal services, no one cares about you or your product.
They only care about the result they’ll get and whether it’s value for money/time/effort expended.
In light of this look at your own marketing material and that of your competitors. I’m willing to bet it mostly talks about you. Your products, services and possibly experience. Maybe some photos of you and your staff, and God forbid, some stock images of happy smiling people who are supposed to represent you!
Marketing which boasts about you and your greatness, be it in brochures or expensive TV or print advertising may make you feel warm and fuzzy, but it does nothing to attract clients who’ve heard it all before.
To successfully market your products and services you must think in terms of what your prospects want. What pain they want to avoid. What goals they want to achieve. Be it personal or professional.
Deeply think about what’s happening in your prospects’ lives. What keeps them up at night. What conversation they’re having in their heads. What questions they’re likely to have.
Then answer them!
Go into as much detail as you need. Don’t skimp here. Just because you think they won’t be interested doesn’t mean they aren’t.
New car brochures are classic examples of marketing done well.
Look at any multi page brochure. It’ll start with pictures of the exterior and interior. But as you delve deeper, you’ll find cutaway diagrams of components, specifications of everything from the engine, gear ratios, speed 0 to 100Km/hour etc.
Car manufacturers know that while most people won’t be interested, there are many who are. This information caters to them and could make the difference between a sale or not.
How comprehensive is your marketing material? Does it cater for people with Visual, Auditory, Kinaesthetic and Auditory Digital buying characteristics?
Don’t know what these are? Call us and we’ll explain the importance. More importantly, we’ll help you create marketing material which your prospects will relate to, facilitating buying decisions.
Call us for more details.
Rashid & Barbara.