Surprising source of information, but Spotify's "Daily Mix" gave me: "NF - NO NAME" which has the line:
"You think that everything is gonna blow just 'cause you market it harder?"
So do you think so?
You probably don't think so when you put it in such a direct light. But sometimes we think the solution is to shove more advertising dollars, more banners, more flashing lights and more in the face of potential customers.
The question is, what about the times when it doesn't work? What's missing?
Give me a reason to care
No fancy surveys or research to rely on, but experience and pure common sense. I, as a consumer and potential customer, want a reason to care about what you deliver. I can be engaged by something as "boring" as a server provider when they deliver a good story and lots of useful information.
Flywheel provides hosting of wordpress sites, which is just right for us and our customers. But there are many others who deliver exactly the same thing. Why did you choose them? Because the quality of the product was well proven in advance.
Some of the things Flywheel did well
- Their message resonated with me (target group)
- They had a simple way of showing me why I should use them.
- They showed me how I could save both time and headaches by switching.
- They didn't try to hide the fact that they were a more expensive option, but showed how the time spent made the calculation much more profitable for us.
- They made it very easy to switch to their solution by offering free migration of over 100 websites.
As you can see, most of it is either about the product and the information that hit me after they had caught my interest.
The problem is that there are many people today who spend hundreds of thousands on getting their message out, while having a poor experience that hits the potential customer afterwards. Almost a waste.
So what do you need to think about?
Are you talking to a specific target group?
Is the message in your advertising, videos, content aimed at a specific target group? Are you trying to reach the "lise 34" or "everyone?"
The more pointed your message is the better, try as best you can to have one to one communication rather than speaking to a "mass."
Do you care more about a mass email that you see has been sent to thousands or an email written just for you?
Is the product good enough
Are you talking about the features of the product or are you talking about what those features actually mean to me as a potential customer?
I want to hear that it saves me time, not how much is automated. I want to hear that it gives me more leads, not that it looks pretty.
Do you explain in a simple way why the product is perfect for your target group?
A good message is important, but what's even more important is that it's aimed at your target audience, and it's not enough to just have a catchy sentence in your ad, but it should be consistent in everything you communicate.
What is the profitability?
The vast majority of products and services lead to some form of profitability. An accountant allows me to focus on everything other than accounting, a bigger computer screen allows me to be more productive, an employee allows us to deliver to more customers. Everything has some form of profitability, even if it's not necessarily financial.
Remember that you don't have to do everything at once, but it's better to start than not.