Image credit: Frida Bredesen
No they don’t!
When a business owner is failing to get the sales they need, increased awareness is almost never the issue.
Think about it.
If all they needed was increased awareness, they could just advertise their product or service correctly. Depending on their advertising budget, they could reach hundreds, thousands or hundreds of thousands… maybe more. And fast. Problem solved. All done. We’re good.
It’s far, far more likely they have a different challenge.
Most commonly, it’s one or both of the following.
- It could be that too few people who are aware of (whatever they sell), are motivated enough to buy it. In this case, the business owner needs to figure out how to inspire prospective clients or customers to take action.
- It could also be that too few people who do buy it, are impressed enough to tell their friends or become a repeat customer. In this case, the business owner needs to improve their product or service. They need to make it highly referable. Something worth talking about.
The first challenge is identifying (and accepting) the actual problem. That’s the hard part.
The second challenge is correcting the problem. That’s a lot easier.