I have a valuable question for you today: Are you playing hard to get with your prospective clients?
No, I’m not talking about hard to get in the same way you did when you were a kid with a crush on someone. I’m talking about making it hard for the marketplace to ‘get’ what you and your business is all about.
One of the oldest sayings in marketing is; a confused mind always says, “no!”
The logic behind this is sound. It tells us that when we ask someone to make a purchasing decision, if they are confused about what the offer is, they will opt to stay as they are and maintain the status quo. Clarity has the opposite effect. Clarity makes decisions easier and when combined with a powerful marketing message, can massively increase the quantity and quality of your sales leads, as well as sales.
Service providers: Make it easy for people to see why they need to hire you, rather than hire one of your competitors or hire no one. Strip all the unnecessary fluff from your marketing copywriting. Cut to the chase. Make every word count. Incidentally, I write another blog, which is exclusively for service providers and contains lots of useful, free ideas!
Product providers: Make it easy for people to see what the direct benefit to them is, of using your product rather than buying an alternative or buying nothing. As with the service providers, remove the surplus from your marketing messages and focus on what’s in it for them.
In short: A confused mind always says, no. So, look through your marketing and ensure that there’s nothing, which is likely to lead to unnecessary confusion. This one step can have a huge, positive impact on the success of your marketing and the development of your business.