Which of these approaches do you find the most compelling?
- I wrote this blog post, now I need you to read it.
- There’s an idea I believe your business will benefit from, so I wrote this post for you.
And which of these 2 do you prefer?
- I made this audio program, and now I need you to buy it.
- Small business owners needed help with this challenge, so I made an audio program about it.
Most people are far more attracted to the second approach in those examples. Despite this, almost every marketing message I see from small and medium-sized businesses, is based on the first approach. They come from a self-focused mindset, rather than being focused on the needs [or wants] of the other person.
Your marketing needs to be smarter than that if you want people to embrace your message and hire you or buy from you.
Telling someone that you know there are competing products, but they should buy yours, because you made it, won’t work. The prospective client or customer doesn’t care what you want. They care about answers to their problems. They care about their wants.
When you create your marketing based on what the other person wants, what’s important to them… it immediately improves how your marketing is received. It also improves how the prospect feels about you. This is the cornerstone of all effective marketing.
I recommend you spend some time reviewing your marketing. Shift the emphasis of any self-focused copy, from what you want to what they want.
The worst that can happen is that your marketing will be focused on the wants and needs of your marketplace. Get it right and it’s also likely to significantly improve your client acquisition / sales numbers.