You spent countless hours crafting your marketing campaign investing money and hiring marketing experts to help guide you through the process. You get ready to push the launch button, waiting for emails and phone calls come pouring in, then…
Nothing happens. But what could go wrong?
You did the things that the marketing “experts” said you should do with your keywords, putting up blog articles day after day, uploading videos and sending out email newsletters.
Here are 10 reasons why you’re not getting the attention, buzz and most importantly – the sales conversion. Oh, and let’s assume you have an unbelievable product.
- Your marketing message is full of “I” and “me” instead of “you.”
- You didn’t communicate the “why” (from the “I” perspective)
- You didn’t communicate the “what” (again from the “I” perspective)
- You didn’t communicate the “how” (need I say more from which perspective?)
- You didn’t communicate the “what if” (as in what if “I” was to buy and use the product)
- Your marketing talks at people about your own expertise instead of showing them how your solution solves their problem.
- You make assumptions about your customers (because you already sold some products before or you just know because you’ve been doing it for 20 years, ok great continue to do that then) instead of focusing on fact gathering (read my last post on listening)
- You didn’t do enough testing on your products, services or marketing messages before you launch
- You use all your email and social media as a one way push advertising instead of two way conversation (to help you pre-test)
- You lack compassion and didn’t empathize with your prospects because you’re too focused on the bottom line – making money
The talk away: Don’t be all things to all people. You’ll have a better opportunity to convert sales (subscription, readership etc.) if you narrow down your target market because you’re a big fish in a small pond so just go after more small ponds! Don’t swim with the sharks in the big ocean because chances are, you’ll become their lunch.
Ask yourself if your marketing message is tangible, external, specific and measurable to your target prospect? And try NOT to use the word “I” or “me” in your message.
Here is one of my all time favorite (and world famous ad) created by the genius David Ogilvy. Notice how many “I” or “me” were used in this ad – none. Focus on the title and you’ll learn how this 1959 ad is still the foundation of today’s direct response marketing.