Are You Selling the Wrong Thing
Do you ever feel frustrated because you are really promoting your offerings, and it seems people just aren’t interested? You may have started to wonder if you’re selling the wrong thing!
If so, chances are you need to change the way you’re writing – the way you’re describing your products and services – so you can effectively reach your prospects. If your marketing mix doesn’t carry on the conversation that’s already going on inside your prospects’ minds, then it won’t work for you.
The late great copywriter Robert Collier said, “You have to enter the conversation that is already going on inside your prospect’s mind.”
When you think about the way most people describe their services, or what they offer, it’s clear most people really don’t do this.
For example, a few years ago, someone came to one of my courses, and I asked him to describe his business. He said, “We provide a complete range of printing services for the automotive industry.”
It’s a great description, isn’t it? But it’s not how prospects think.
If you want your marketing mix to be effective, you must climb inside the conversation already going on inside your prospect’s head.
What is he saying to himself when he wakes up? What is he worried about, or preoccupied about? What issues is he facing? What challenges does he need to fix, and what problems does he need to sort out?
Sell a Solution
Align what you’re offering as a solution, as a way to achieve those goals, and that will make all the difference!
Let me share another example. Another of my clients described her business like this: “I help women change their relationship with food.”
Again, it’s a good description. But I don’t think her target client is waking up in the morning and saying, “I wish I could change my relationship with food.”
What is really going on? She’s worried that she’s looking fat. She needs to lose weight. She’s sick of overeating. She’s worried her clothes don’t fit.
These are simple adjustments, really, aren’t they? But they’re powerful because they continue the conversation that’s already going on inside the prospect’s mind.
Instead of your message going over your clients’ heads, you are able to reach your audience where they are. Speak to them, address the issues going on in their minds.
Now, I’m issuing a challenge to YOU: Stop and ask yourself, when it comes to the person I’m selling to, what is really going on with them? What are they worried about? What are they dreaming of? What are their hopes and fears?
Then, consider how you can align what you have to offer with where your prospects already are, and with what they’re concerned about. Then, start thinking about how you can write your marketing materials to connect with them right where they are, right now.
Join the conversation – Are you selling the wrong thing?
I’d love to hear from you: In the comments below, share some adjustments you made to your marketing mix based on this advice, and how it worked for you!