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!
[spoiler]Today on Bernadette TV, are you selling the wrong thing? Hello and welcome to Bernadette TV, online TV to help you be the best you can be in your business and your life. And today, we’re asking the question, “Are you selling the wrong thing?” Are you frustrated because you’ve been promoting your offerings really hard and it seems that people just aren’t interested? Are you concerned that the world isn’t beating a path to your door? Maybe, you’ve started to ask yourself if you’re really in the right business. Well, hold your horses there, cowboy. It may not be that you’re selling the wrong thing. It’s the way that you’re describing it, which is making the difference. The late, great copywriter Robert Collier used to say, “You have to enter the conversation that’s already going on inside the prospects’ minds.” Now, if you think about the way most people describe their businesses or what they offer, it’s clear that most people don’t do this.
So for example, a few years ago, I remember someone coming to one of my courses who when I asked of them to describe their business, said, “We provide a complete range of printing solutions for the automotive industry.” And as I thought about this description, I thought, hold on a second. Is your target client driving to work in the morning asking himself ,”I wonder where I can find a complete range of printing solutions?” Well, no. It’s obvious that’s not how our prospects think. So you want to take a moment to climb inside the conversation that’s already going on inside your prospects’ minds. So even if you’re selling to businesses, you’re still selling to an individual who’s in a business. You want to ask yourself, what are they saying to themself when they wake up in the morning? What are they worried about or preoccupied with on their way to work? What problems do they have in their mind that they need to sort out? What are the issues or challenges that they need to fix?
And if you can then figure out what those issue are and then align what you’re offering as the solution to those issues or a way to achieve those goals, you’re onto a winner. So let me give you another example. Another client when she first came to work with me described her business like this. She said, “Bernadette, I help women to change their relationship with food.” And I said to her “Okay. That’s very interesting, but I don’t think that your target client is waking up in the morning and saying to herself, I wish I could change my relationship with food today.” When we started to brainstorm what was really going on in her prospect’s mind, we realized it could be things like, “I’m worried that I’m looking fat, I need to lose some weight, I’m sick and tired of overeating, I’m worried that my clothes don’t fit.” We brainstormed lots and lots of things that were going inside of her prospects’ minds. When we did that, we then shifted that in her marketing materials.
So now, instead of her marketing message going over her client’s head, helping to change their relationship with food, she was able to reach her audience where they’re at and speak to them and address the issues that are currently going on in their minds. So my challenge for you today is to stop and take a moment and ask yourself “Okay. The person I’m trying to sell to, what is really going on for them? What are they worried about? What are they dreaming of? What are their hopes and their fears?” And then once you’ve identified that, start to ask yourself, how can you present and align what you have to offer to match up with where they’re already at, what they’re already concerned about. Now, I’d love to see how you get on with this. So please, leave a comment in the comments below or come on over to my blog, BernadetteDoyle.com, and show your examples. We’d love to see them. And if you like this episode and you want more like this, please hit the Subscribe button right there and YouTube will make sure that you don’t miss a single episode.
And if you want even more content and tips to help you be the best you can be in your business and your life, come and sign up for email updates because there are certain things that I only share by email. That’s all for now and I look forward to seeing you on the next episode of Bernadette TV.
Well, hold your horses there, cowboy.[/spoiler]