The Number 1 Reason your Marketing isn't working
It's ok, you're not alone…
9 out of 10 businesses owners I talk to have exactly the same problem, but it's not a difficult one to solve.
Before I tell you the number 1 reason for marketing failure, I'm going to give you an example of it in action.
I just saw this Facebook advert…
So I see this advert in my newsfeed:
It's a pretty good advert – I'm a WordPress developer and I'm interested in themes (probably how they targeted me), so I click over to the page to see what its all about…
I'm on the landing page, and… what the…?
Woahhhhhh. Slow down there, Cowboy.
I don't get my credit card out for just anyone. Why you all up in my face with a sales pitch?
To be fair, there is a ‘live theme demo' button, but at this point I'm being sold to, and I don't like it.
I think to myself, “Screw you, Divi. I'm off back to watch dogs ride skateboards on Facebook“.
So I go to click the ‘back' button, and I get this:
Oh no, a pop up.
But worse – a cringy one begging me to buy.
That just stinks of desperation. (They're doing the online equivalent of holding onto my leg as I leave and sobbing.)
They've committed the number 1 mistake in Marketing
They're trying to close me the moment I walk in.
There are the occasional moments where I'll walk into a shop, grab the thing I'm going to buy and walk out, but most of the time I'm there to learn about the product, see if it meets my needs, and then, probably come back when I've thought about it.
Imagine for a moment, walking past a John Lewis shop and seeing an advert for a new TV in the window.
‘I might go see what that's all about‘, you think.
However, the second you're through the door, a salesperson runs up to you with the TV in the box, and says, “Buy this now for £350. I'll help you carry it to the checkout. Shall we go now?”
Clearly, she's mad (and also freakishly strong for a 50 year old woman), so you turn to leave, and she grabs your hand and says, “Don't go! I can give you 10% discount if you stay“.
Not a good impression (plus, how hard are you going to drive her down on price now you know she's desperate!).
How could it be better?
So this is how it could be better:
- Rethink the FB advert:
- What is my pain at this time?
- What can Divi offer me to solve that pain?
- E.g. “Tired of old-fashioned, clunky Wordpress themes? Check out 17 modern sites built on our powerful new theme Divi!“
- Or “Do you use a new theme for each site you build? STOP! Divi is the most powerful theme ever built- never buy another theme again!“
- Take me to a page that demonstrates your claim:
- Divi claims to provide countless websites with just one framework…
- …so prove it to me with lot's of clickable thumbnails of sites that look very different, but are all built with Divi
- There's loads of testimonials at the bottom of the landing page, but if I click ‘back' before scrolling down, I'm never going to see them. Move them up towards the top.
- Give me a smaller Call To Action
- As it stands, the call to action is this: ‘BUY MY SHIT!'
- 99% of people aren't ready for that, so instead, why not ask for my email address in return for…
- …something that is related and genuinely valuable to me.
- For example, it could be video showing me how to re-create famous websites designs in Divi
- e.g. ‘Watch us recreate the Houzz website in Divi in 6 minutes'
- or ‘Watch us recreate Reddit.com in Divi in less than 5 mins'
- For extra points, segment your audience according what interest they have (e.g. if Facebook tells you that they like the Top Gear website, recreate that in Divi and show those web visitors that video)
- Only sell to me when I'm ready to buy
- Once I have handed over my email address, Divi can sell to me anytime they like.
- So build trust and credibility over time, and show me the sales page once I have shown real interest (like reading 3 articles or more on the website).
Of course, some of this requires a bit of marketing jiggery-pokery, but it's not complicated (and is easily outsourced for a minimal fee).
Think about your marketing – are you jumping on customers with sales offers the second they walk in?
Don't be the John Lewis woman with the huge TV…