Today, I want to talk to you about how to avoid confusion within your marketing so that you can go on to increase your sales.
Now, confusion is the number one enemy to marketing. You probably heard that saying, “A confused mind always says no.”
And I know myself, sometimes when I've been grocery shopping, and I'm trying to buy a product that maybe I haven't bought before so I don't know the different brands, or their ingredients. And I'm trying to make a decision between a few different ones by looking at prices, and whether or not they're organic, and the sugar content, and my brain, just very quickly, wants to turn off and starts fighting me to leave the store. And that's because I'm confused.
I'm confused about which one to buy. I'm confused about which one is the best for me, which is the best value, whether or not I should be looking at best value or best quality. And that's just an example of somebody in a supermarket.
Now, when you're online selling to people, obviously, it's a different thing, but confusion is still your enemy.
If you are not clear in your message, if you're not clear in your offer, if you're not clear on who is your avatar, who you're speaking to, you're going to be confusing, and a confused mind will always say, “No.”
I mean, let's face it, when you're online trying to get someone across the line anyway, it's hard enough, without your prospect being confused.
So I want to go over a few different ways to make sure that you're not confused in your marketing.
1. Research Your Market
The number one thing that you need to really do, before you even start marketing, whether or not it be organic or paid, to make sure that you're not wasting time and money, is research.
And I know it seems boring and it can be difficult to do sometimes, but research is the number one key to successful marketing.
Within our All Stars Digital Marketing, we do research on three things and we teach this also in our Boomers program.
We teach the three Cs of research: the client, the customer and the competitor.
So let’s talk about researching the client first.
The client is our client within our digital marketing. So that would be you, you would be the client. And then you've got your customer and you've got your competitor. You need to research all of them.
And you might be thinking, “Well, why do I need to research myself?”
You know, it's good to just sit down with your brain sometimes, and unpack it and to see what you're really thinking. Because what you're thinking, might be not what you think you're thinking.
So, sometimes, when you unpack your brain, you realize that the type of people that you've been working with may not be the type of people that you want to work with. Or you might find that the way you're working is not how you want to work. You might find that you're doing a lot of stuff that you don't want to be doing.
And you have to do this before you build your business.
If you want to have a business that you love being in, you need to work out exactly what type of business you want to build.
Who do you want to work with? What type of client do you want to work with? How do you want to help them? Not only in their own life but as in what format do you want to be helping them in?
Do you want to be doing it just through a course, do you want to be doing it through coaching?
You need to work all of these things out before you start marketing so that you're marketing to the right thing.
Then you need to research your customer, your avatar.
Now, you might think that you know your avatar because, quite often, our avatars are us. They're like us when we were in a confused state and now we want to reach out to the same people like us and help them. But never assume anything.
You need to do research on your clients, on your customers. You need to find out what is their destination, what is their reason that they're doing what they're doing, what is their reason that they would want your help?
Because reasons, destinations, they're the real things that we market to.
We don't market the journey. We market the destination.
You know, when we create a course, quite often we're so fixated on how many modules it’s got, and how amazing it is, and how great the layout is, and how it looks so fantastic.
They're all features but that's not why someone is going to buy your course. They're going to buy your course because it's going to take them to a point where they want to be. It's going to give the information, or the journey, that will take them to where they want to be, and that is why they're going to buy your course.
So you need to research your market to find out what that destination is.
What is their why? Why would they want to buy your course? What is the benefit they're going to get out of it? What is the benefit of the benefit?
And the reason we need to know these things is because this is what's going to make your copy rich…
This is what's going to allow you to speak to their hearts and their minds…
This is what's going to get you across the line with a sale.
You need to understand them down to the pointy end of the pencil, so that when you're writing your message, it's clear, and you're speaking directly to them. And they're going to read it, and they're going to feel like you've been stalking them, and you're able to read their minds and this is exactly what we want within our marketing.
The third C that you want to research is your competitor.
And you want to research your competitor for a few reasons. One, to see what they're doing, especially if a competitor is way ahead of you.
If you've got some big gurus out there that are a similar market to what you are in, you want to research what they're doing because what they're doing is probably working.
Research what sort of ads they're running, see how long their ads have been running for. If you find their ad has been running for a few months, you know that that's a winner.
Research that ad – is it long copy or short copy? Is it a story, a video, or are they using images? What are they doing with their marketing?
You're not going to copy that word for word, you're not going to plagiarize them, but take in mind what they're doing because that's what's working.
Are they running people to webinars, are they running people to direct presentations, are they just running people to opt-ins?
If they're doing opt-ins, what's their hook, and what's their unique selling proposition, what are the benefits that they're offering?
You want to look at all this sort of stuff. And as you break down your competitor, you need to come up with your own message, with your own unique voice, with your unique selling proposition. You need to see what everybody else is doing too, though, to make sure that you are setting yourself up uniquely and you're standing out from the crowd.
Okay, so that's the three Cs of research. Yourself, who's the client, the competitor and also the customer. Get that all nailed in.
2. Have A Fixed Goal In Mind
The next thing that you need to do to make sure you're not being confusing is to always have a fixed goal in mind. Always know what you're trying to achieve.
If you're not quite sure, you're just kind of doing stuff because you know you're should be doing stuff, then you are being confusing.
If you don't know why you're doing something or what your ultimate goal for doing it is, then your customer is not going to know either.
Always know what you're trying to achieve and always have one goal at a time.
Now, when you create a sales funnel, you might have different pages that you take them through, different upsells and different downsells, but on each page, you should only have one goal.
The first goal might be just to get them to give your email. The next page, the next goal, maybe to get them to buy some sort of tripwire, a cheap, $7, or $47 product.
The next page, the goal may be to upsell them into more expensive product, or to get them onto a consult call. Whatever it is, it needs to be structured and well-thought-out.
What is your ultimate goal of that funnel? If you know what it is, then you are taking control of the situation and you're making sure that your customer is not going to be confused.
The next thing you are going to be making sure is that you only ever ask them to do one thing at a time.
I mean sometimes, I know it can be tempting when you're doing an email to chuck a couple of things in there but if you're asking them to click on more than one thing at once, there's an increasing likelihood of them not clicking on anything at all.
Just one thing at a time is going to increase the chance they're going to do what you want them to do.
Now, I learned this when I had my dental practice and I bought these really funky little toothbrushes that I was giving to toddlers and little kids. I think they were Disney characters or something like that.
I offered this child a choice between two toothbrushes and I thought she'd be rapt to get to choose which toothbrush she wanted. But instead, she just had a total meltdown. She was clinging to her mom's leg, crying. I was holding them out to her, and she was shaking her head..
She didn't know which toothbrush she wanted more. So in the end, I just put one away, and I handed her one and she was ecstatic. She didn't care which one she got, she just wanted one. I had confused her and that was why she was crying.
People don't enjoy being confused. It's not a nice head-state to be in, so always only ever ask them to do one thing at a time.
I want you to think about your marketing as a journey that you're taking your customer on.
You want that road to be smooth and seamless…
You want it to be a pleasant experience for them…
You want it to have no forks in the road…
You don't want them getting lost, or feeling lost or feeling confused.
Always know your goal, always know where you're taking them, and make sure that you've researched them so that you know that the choices you're giving them are things that they actually want.
Okay, so here’s the take away from today's article:
Make sure you do your research.
Always know what your goal is, what your destination is.
Only ever give them one choice at a time and make sure that your marketing is a smooth, seamless road.
See you in the next article.