Are You Tangled in the Net of Mediocre Marketing?
Although you may like to think you are creatively captivating your consumer with your communications, allow me to drop a mind-blowing bomb… Did you know that your current marketing messages are falling on the deaf ears of approximately 98% of your prospects?
Wow, it’s a substantial number of wasted opportunities, isn’t it?
Before you jump to conclusions or attempt to defend your marketing efforts, let’s examine the reason behind the obvious gap existing between the message you want to convey and the message that is ultimately reaching your audience or being ignored.
Right now your potential consumers are looking for a remedy or cure for their problems. And, what are you giving them? Most likely, it’s a marketing message (whether it’s your website, newsletter, email, ad, or press release) jam-packed full of information that’s all about you! In fact, the most common marketing trap that business owners fall prey to is designing and delivering ads (or marketing) that focus primarily on the brand, service or product, features, benefits and taglines that don’t solve the problems of their audience.
And if you are honest with yourself, you probably bombard your potential buyers with images, words, numbers and information that they effectively tune out because they are not relevant to your customer’s decision-making process. You have essentially put the cart before the horse — you jumped in and told them all of the things that you can do you’re your product or service without first establishing what they really need and what is most important to them today.
Now if you are making this common marketing mistake, most of your marketing efforts are effectively being lost in translation. The key to shortening the sales cycle and getting more people to say “yes” to what you do lies in understanding how your prospect makes decisions and giving him only the information that is relevant to triggering one!
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