Do you dream of creating a life where you wake up every morning and do what you were put on this earth to do, have the freedom you crave and earn the money you deserve, all whilst having an impact on the world?
So.. you built a website to showcase this offering to the world,
but you’re not reaching anyone?
In one ear you’ve got the social media marketing consultant who tells you how to interrupt the right people at the right time, and in the other, you have the advertising company, asking you to trade your money for effective ads that promise to “spread the word”?
You’re overwhelmed with information, and even starting to wonder if your offering is really as good as you thought it was?
what if it isn’t your offering that’s the problem,
but the way you are marketing your offering on your site?
I’m going to show you how to jump off the carousel you’re currently on that doesn’t get you anywhere and show you how to be discovered.
Most website designers are talented designers, but great designs don’t sell things. There is much more to a website than that. Today I’m going to show you one crucial marketing strategy that you must do before anything else if you want results.
What is marketing?
Marketing is, in essence, a beautiful thing when it is used properly. True marketers offer a solution to help another human solve a problem and create change. If you can help someone create the change they desire, then you’re a marketer.
Why empathy is the art of marketing.
Peoples brains are cluttered with noise. They have too many options these days, with too little time. With a world of hype and claims out there, it’s easier for them to shut down and do nothing to solve their problems.
So as a genuine marketer, who does have a valuable service to offer people, what do you do?
You must be willing to understand what’s going on inside the mind of the person you seek to serve.
Because this will gain attention, without attention you can’t bring change.
Without having the empathy to understand the character who could most benefit from your offering, is similar to stealing in a way.
Because if you don’t market the change you could contribute, you are keeping them from understanding how they could benefit from your offering.
Who do you serve and what change do they seek?
Focus on understanding who would be the perfect prospect for your offering and what change this person dreams of. Then identify the problem they face with regards to the change they seek.
Ironically, the key to huge growth is understanding your ideal prospect.
You will never be able to serve everyone. As soon as you realise this fact, the gates will begin to open for you. When you speak to everyone, you actually speak to no one.
Here’s an example:
After Apples near collapse, Apple didn’t find their footing until Steve Jobs understood his ideal prospects internal problem. This was that people felt intimidated by computers and wanted a simple interface with technology.
In one of the most powerful advertising campaigns of all time. Apple showed a simple, fun character who wanted to take photos and listen to music next to a tech nerd who wanted to talk about the inner workings of his operating system. The campaign positioned Apple as the company to go to if you wanted to enjoy life and express yourself but feel intimidated by all the tech talk.
Apple was selling the resolution to their ideal prospects internal problem, customer intimidation. Understanding this marketing strategy and their ideal prospects internal problem is a big part of why they are where they are today.
Why nobody NEEDS your product!
Essentially, all a human being NEEDS to survive is air, water, and food. No one needs a holiday, they don’t buy it because they NEED it. They buy a holiday because of how it will make them feel. They are buying the feeling of freedom and relaxation.
Heres an example:
Both Dunkin’ Donuts and Starbucks sell coffee. But for the first few decades of their existence, Starbucks didn’t try to sell coffee to people who bought from Dunkin’ Donuts and vice versa. Whilst there were external hints about the 2 groups ideal prospect, the internal problem was the real distinction. Starbucks set out to serve someone with a very precise set of beliefs about coffee, time, money, opportunity & luxury and by obsessing over this group of someones, Starbucks built a brand for the ages.
As a marketer, you need to understand the internal problem of the prospect you seek to change. The service you sell is a road to achieve emotions, so focus on the outcome your service can bring to the person you seek to help and something special will happen.
The magic power of “who’s it for”?
When someone visits your website, there’s a survival mechanism in the brain that will tune out within about 5 seconds when someone is confused.
When your ideal prospect visits your website, does their brain need to use energy to work out:
1. Exactly who you serve?
2. What their problem is?
3. How you can help them?
Does your message get straight to the point and make your ideal customers say “omg this is the solution I’ve been waiting for”?
(Identifying the problem of your ideal customer is something you should never shy away from because this will trigger your customer’s brain into seeing the change your service will make to their life).
Clarify your message.
One of the biggest hindrances to website success is that we seem to think people can read our minds. We think they know how our service can literally change their lives but they don’t know.
Once your visitor is engaged, you need to:
- Clarify where your service will take them? (for eg, will it take them to financial freedom)
- Clarify what your customer will lose if they don’t take up on your offer.
At this point, you will have identified what the customer wants, the problems they’re encountering and positioned yourself as the guide they need. And as genuine marketers, customers love us for the effort.
...But they still won’t take action.
Because you need to communicate a clear and direct step the customer can take. On a website, this is called a Call to Action. Unless you call them to take an action in the right way they won’t engage. Make your call to actions clear and repeat them throughout your website.
A customer will never take action on their own, so guide them to take the action. Remember you are serving them by guiding them to create the change they dream of. They will thank you for it.