Myth 1: Facts and Figures Sell. Wow Them With Numbers
Unfortunately, too much emphasis is placed on showing facts and figures and not enough on the emotions behind what these facts and figures mean. People decide they want to buy based on emotional factors. Are you speaking to their values? Are you hitting on emotional triggers? Do you understand the thoughts, fears and desires of the people to whom you are speaking? That is what makes people want to buy. The facts and figures help justify the purchase and will help demonstrate the value of the purchase. Value = Benefits-Cost.
Myth 2: Find & Fill a Need
While there has to be a need in order for people to buy into your product or program, the need alone doesn’t guarantee a sale. One of the biggest factors in people choosing whom they will buy from is the genuine passion of the person they are speaking to. You have to truly believe in what you are selling. If you’re not bought in, they won’t be bought in.
Myth 3: Overcome Mental Chatter
We get over 3,000 messages a day. That doesn’t include the messages we are constantly telling ourselves. You may feel as though you have to overcome that mental chatter and chatter louder and longer to get the attention of your audience. The point is not to overcome that mental chatter, but rather to tap into it. Figure out what your target audience is facing; what are the thoughts that are keeping them up at night? This will demonstrate to your audience that you truly understand.
Myth 4: Teach Them About Me and What I Do
Your marketing message is not about you or what you do. Your marketing message is about what your target audience is going through and what they desire to be, have, and/or do. What you do, whether it be coaching, massage therapy, intuitive readings, social media consulting etc. is the tool to help them achieve what they desire.
Myth 5: Get in Front of as Many People as Possible. It’s All About the Numbers
You can get in front of thousands of people and not get a single client. It’s not about how many people you talk to. It’s about talking to the right people about the right thing. This is why it’s so important to define your niche: target audience + the challenge they are facing/solution you offer. Understanding your niche will help you describe their world and what they are experiencing.
Myth 6: Spread Your Message Across as Many Mediums as Possible
One of the biggest mistakes business owners make when marketing is trying to do it all. You can’t, especially if you are a solo professional. Pick 3 to 5 marketing outlets, article marketing, public speaking, teleclasses, networking etc. and own those 3 to 5 activities. Consistency is more important than spread.
Myth 7: They Need to See the Value
Yes, they need to see the value. But the emphasis should not be on THEY HAVE TO SEE but rather on WE HAVE TO DEMONSTRATE. It is our job to demonstrate the value of what we offer and justify the prices we are asking.
Myth 8: Speak to Your Target Audience as a Group
Although we are speaking to many people through our marketing messages, they should be written and spoken as though we are talking to one person sitting across the table from us. Personalize your marketing. No one wants to feel like one of the masses. They want to feel unique and special. Speak to them as though they are.
Myth 9: Don’t Use Lingo
The issue here is really whose lingo are you speaking. Many industries have their own lingo. But this myth is about speaking in lingo in general. When speaking to your target audience, it is perfectly OK, if not preferable, to speak in their lingo, using their language. It helps them feel as though you are one of them and understand them.
Myth 10: The Intention of My Marketing Message is to Get a Client
Many times when I ask my clients what is your intention with this marketing message, they say to get clients. The trouble is, a marketing message is meant to be the first step in developing a relationship. The relationship will end in clients.
There are really two intentions you should focus on when writing your core marketing message. The first is what you would like your target audience to get out of it. Do you want them to feel understood and heard? Do you want them to know the possibilities of what might be? Do you want them to know they’re not alone?
The second is what would you like to get out of your marketing message? Do you want them to see you as an expert or resource? Do you want them to think of you first when they decide they want to make a change? Do you want them to know you have the answer?
While these are only a few marketing myths out there, they are biggies. Don’t fall into the trap of a flat, ineffective marketing message. Your marketing message is often the first impression people will receive about you and your business.
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