Make Your Marketing Cut Through the Clutter by Doing This
Make Your Marketing Cut Through the Clutter by Doing This:
By making people see you and your business.
Stating the obvious I know, but not a lot of businesses understand how you do this.
Let’s take a real world example:
You go to meet someone in a crowded place during peak hours. There is a sea of people in every direction you look.
What would be the best way to find the person you are looking for? (Presume your phone battery has died)
You simply call out for them.
May seem unorthodox, but as humans we have been trained to respond to our name since birth. It is natural instinct to look round when you hear your name.
This principle can be applied to marketing your business.
Don’t Follow the Marketing Status Quo
Most businesses marketing looks all the same.
Not to mention people see countless ads throughout the day.
If you just blend in why would people pay attention?
You need to stand out in a good way.
If you marketing looks like this:
- You say your company name
- You say how long you have been in business
- You say you are the ‘best’ at what you do
Then I have bad news for you. Everyone has heard this pitch a million times. It just doesn’t pack the punch it used to.
How to Level Up Your Marketing Message
You need to stop copying what everyone else in your industry is doing.
Just because you see it everywhere does not mean it is effective. Besides you’ll just become the 387th person to say the same thing. It’s not a good look.
Draw from what others do for sure, just remember you need to be different.
You can even utilise other industries best practices to stand out in your own.
Think, what makes us genuinely unique?
In other words, not that you are the ‘best’ or have been around for the last 20 years. There is no real validity in these claims anymore and people don’t care for it.
Face the pain point of your customer base head on. E.g., if you are a chiropractor, simply say, “does your back hurt?”
This ensures that the people you serve are more likely to get in touch.
You can have the ‘best product’ out there and a great explanation as to why it is the ‘best’, but people won’t want to find out about it from you just saying, “I’m the best”. Give them more reason to want to read on.
Avoid this in Your Marketing at all Costs
Here is a list of things that are out dated and as useful as a chocolate teapot for your marketing message:
- We are the best (repeating it again so it is clear to avoid this)
- We have been in business for X number of years OR we have X number years combined experience
- We are honest
- We are transparent
These are all givens at this point. People expect it and don’t care for it.
People care about what they will get from spending money with you.
They just want to know what you can offer them.
That is why you should be direct. If you are afraid of this turning people away, then don’t be. You only want people who are interested and need your service or product anyway.
Focus Your Marketing on this and Reap the Rewards
As a business owner you need to recognise that your business is suited for a certain audience. From age, gender, or interests.
If you sold sledgehammers and other tools your audience is adult men. This doesn’t mean that women won’t buy, but you should focus your efforts on getting men to buy.
The same would go for if you sell makeup. Your audience is women. Again, there might be some men who purchase, but you need to target women with your message.
Don’t ignore the facts. Trying to expand your reach to everyone will hurt your business. Selling to everyone will end up in you selling to no one.
You reach people to the extent that you turn others away. Essentially you want most people to be disinterested but want your audience to be very interested. Comes back to the whole 80/20. 80% of your revenue will come from 20% of people, so focus on that 20%.
If you are unsure on your marketing message and would like us to have a look:
