“A confused mind never buys.”
That long-standing bit of business wisdom is true. If you’re not sure what I mean by that, think about this.
What’s your favorite restaurant for breakfast or lunch?
It may be a fast food joint or the local coffee shop. Odds are, it’s a place you visit so often you’ve memorized the menu.
“I already know what I want. I’d like one of your spinach-artichoke soufflés today, okay? Thanks!”
(And if you recognize that one, tell me in the comments!)
Why do you keep going back?
The environment suits you. It’s just the kind of place that you, and others with your tastes, like. Perhaps it’s country cozy. Perhaps it’s sleek and minimalist. Whatever it is, it fits your personal style in a way you value.
Their food suits you. Perhaps it’s organic, with plenty of vegan and gluten free options. Perhaps it’s country-fried Southern comfort. Whatever it is, it fits your personal tastes in a way that just feels good.
Their schedule works for you, whether that’s for a smoothie after your 5 a.m. run, or a quick bite for your on-the-go lunch. You can count on them to be there when you want them to be.
See a pattern?
Effective marketing makes it easy for you to recognize, understand, relate to and buy the products that are right for you.
If you have a product that isn’t selling, a program no one’s attending or content no one’s reading, it could be because your marketing isn’t clear, and your prospects are confused.
Here are seven of the most common marketing mistakes of well-intended entrepreneurs that leave their prospects scratching their heads….
Mistake #1: I don’t know who you’re talking to.
Who is your intended audience? And who isn’t? When I read your website or study your offer, how do I know you’re talking to me? And how would I know if you weren’t?
Mistake #2: I can’t tell what you actually do.
What kind of problems do you help solve – and how would you help me? If I bought your product, program or service – what can of results could I expect to get?
Mistake #3: I don’t really know you.
What do you stand for and why should I trust you? Can you relate to me? Will you ‘get’ me and where I’m coming from? Do you offer something different, perhaps, that I need?
Mistake #4: I don’t recognize you when I see you.
When I see the Golden Arches, I know there’s a McDonald’s close by. But when I see an article you wrote or an ad you posted, it looks different every time. Your colors, fonts, tag lines and titles keep changing. It’s confusing!
Mistake #5: I almost forgot who you were.
I haven’t heard from you in so long, I almost forgot who you were. You sent me an article a few months ago, right? I don’t remember what it was about, to be honest.
You said I signed up for something you were giving away? Well, I get a lot of things like that, of course.
Now, tell me again, who are you? And what exactly do you do?
Mistake #6: You haven’t told me why I should care.
I get that you’re a nice person and I’m sure you’re good at what you do – if I just understood exactly what that was.
But I’m pretty busy, you know. And I get hundreds of sales emails each week. Why should I care about you and your offer?
Mistake #7: I don’t know what you want me to do next.
Okay, so you’ve got my attention. I’m listening, and I’m curious. Now what do I do? Should I call? Am I supposed to click somewhere? I can’t really tell from what you sent me….
And on and on it goes.
When you’re writing any kind of content for your business – a website, a launch or an email to your list – look at it from your prospects’ point of view. Imagine that they know nothing about who you are or what you offer.
Are you answering the questions in their heads?
Another way to understand this is to take a closer look at the marketing you see popping up in your own inbox this week. Use this list to evaluate. What do you notice? How are they doing?
Tell me what you see in the comments below.