Here is the link to the last blog if you missed it and would like to check it out - Biggest Marketing Mistakes Every Business Owner Makes - Part 1. Onward to a solution for another top mistake.
Mistake - You drink the Kool-aid.
You are such big believer in your businesses that you can not wait to show it off. We admire our attributes and drink our excellence. Then we spit it all into our marketing communications. The problem is, when you do that, your marketing is all about you. And people do not care about you. They care about themselves.
Let me repeat that. People do not care about you. They care about themselves.
If your marketing is going to get any response at all, it must first connect to an issue prospects care about. Connect before you convince.
Try this four-step exercise:
1. Describe your products and services. Pour yourself a giant glass of your business Kool-aid.
2. Identify one or two attributes or attraction factors.
3. What is the benefit, the need or the want, that is satisfied by those attributes?
4. Why is that particular benefit important, personally, to the target audience?
For example, a Shelby Mustang automobile (description) has a lot of horsepower (attribute) that enables it to accelerate quickly and leave other cars in the dust (benefit). What a wonderful way to upstage less impressive car owners! (Connects to what an insecure person cares about.) Connect to what people want. Not to what you do.
Work on this exercise now and next time we will tackle another marketing mistake.
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