It’s the way you talk about it.
It’s not because your product isn’t functioning; it’s that you’re not the best or your service does not provide value.
It’s unclear what you can do, how you’re different or what issue you can solve.
If you’re not clear, the message you send out there isn’t clear either.
What does that mean for you?
Are you unsure of what’s wrong or blame your website/your coach or the program you purchased to be wrong about you.
There are two points you must be sure of:
Who is going to need what you have?
What do they want to learn?
As long as you don’t know anyone who you need to help, you’re in-between. Why? Because your competition who has determined who they will sell to will be speaking in their native language, talking about the things that are important to these people-some of which are your customers–and they say about the things that matter to them and they will get the client, customer and fan.
When you’re clear, you won’t have to spend your time answering questions that people did not have to. For instance, the number of hours of education you’ve completed or you were when you realized your dream.
I am aware that you don’t want to lose potential customers or clients by narrowing down your ideal customer or customer. You’re looking to attract an entire audience since you “just are aware” that some of your customers are out there, and if they come across your message, they’ll recognize that you’re the right person.
It could happen, and sometimes it does. Let’s look at some figures. Let’s suppose you spend $100 on a Facebook advertisement and then make sure that only 1mm of people will view it, as you don’t want to be limiting your own. Let’s say that you have an astonishing 50% click-through rate. (I need your advertising rep to contact me) Now you have 500,000 leads coming with different interests from 400 in 9 countries, and they range from 21 to 70. Suppose you’re lucky, your only offer that is a very specific-an ebook on selling corporate-may appeal to 20 leads. Others will be left uninterested.
Let’s say that you remove all the crap out of your ad since you’re in the unambiguous. Sales training is sold to women-owned and non-profit companies that have 20 or fewer employees. Your Facebook ad’s reach is 200K. The click-through rate is quite a bit lower, closer to the norm, and drops to just 2%. It’s okay because you have 40 leads that you can take care of, and you’re speaking their native language! And you’re likely to talk to the people you would like to collaborate with, such as an ideal buyer or client and not just any random person who may not be a good fit with you at all.
Clarity is the first step for all marketing.
Who are you serving, specifically?
What is the problem you are able to solve?
Do you think they will see you as the most rational solution?
If you master these three aspects, you will be able to fulfil your dream to be a servant to others and to change the world. It’s not easy, and you may need assistance, but the result is a lonely and sad space.
Gregory Anne Cox is a creative entrepreneur with a passion for marketing that is not using bland or boring content, but instead a method of marketing that doesn’t rely on “Squishy language” From her first job as an independent writer in NYC as well as the opening of an own eatery located in San Diego, she is also a renowned author. Her most recent publications include “Everything is Food Journal” and “Your Genes Don’t Determine the Size of Your Jeans”. Gregory is now an expert in online Copy Assessment, Done-For-You, in addition to Speaker and Engagement Services.
