Are your marketing messages crafted through a business owner’s eyes or through a potential client’s eyes?
A business owner sees the cost, the time, the effort and energy that goes into creating a marketing piece. The business owner’s perspective is that marketing is meant as a means to sell something. A potential client sees an opportunity - to save money, to learn something or to look or feel better - based on the offer, the ‘what’s in it for me’, and whether or not it captures their attention.
If you get too caught up in the business owner’s need of marketing and selling vs. the potential client’s need to be educated and informed, you will be off-target in your messaging, making your marketing expenditures less effective.
Owner focused: We’re offering a 25% discount if you buy before 8/31!
Customer focused: You can save 25% if you act before 8/31!
Owner focused: We’re the best in the country, and have won the grand-poobah award 10 times!
Customer focused: Our award-winning team will make sure you achieve fantastic results.
Now, what can you do about it? Start looking at your marketing from a different perspective - the perspective of the people that buy your product! Before you say it - yes, there are thousands of reasons that people buy your product, and no, you can’t realistically figure them all out, BUT you can ask your current clients why they buy, and then use those ideas to find more clients!
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