I want to share one of the foundations of effective marketing with you today. It’s something that can save you time, money and help you focus your marketing far more effectively.
It’s simply this:
People who are happy with the service they get from one of your competitors, are not looking for whatever your business is offering. The same is true of those who need whatever you offer, but don’t want it. The heavy smoker needs to quit smoking. That doesn’t mean they want to quit smoking.
Satisfied people are exactly that… they’re satisfied. They value their current provider. And like you, they ignore marketing messages when they’re not interested in a new (whatever).
This holds true even if you’re providing amazing value.
Even if you are less expensive.
Even if you are faster or more reliable.
Your value will lack impact to those who are not interested.
It’s certainly true that you can change someone’s world-view or mindset. But it takes time. Lots and lots of time. That’s why I recommend you adopt a more effective approach.
Focus on the unhappy
Yes, it’s important to build an awareness of how great your product or service is. You need people to know where to go, when they’re looking for whatever you provide.
If you want to have the full attention of the most motivated buyers, (people ready to make a purchasing decision right now), focus on the unhappy, not the uninterested. These are the people who are actively looking for what you offer.
They’re dissatisfied with their current provider.
They’re seeking something better.
They have a budget allocated.
They’re ready to take action.
Your marketing needs to talk to them and address their needs. Because if it doesn’t, you’re missing out on the most motivated prospective clients in your marketplace.