It doesn’t matter how great you are. If you are assuming your customers know how your product or service will make their lives better, then you’re missing a huge opportunity.
Case in point: Coca-Cola, Budweiser, and McDonald’s ad spend each year is mind-boggling; more than you and I would make in ten lifetimes. Why? They are MASSIVE brands, shouldn’t their product speak for itself? Nope. They don’t assume their customers know how their product improves their lives. They tell them. Which is why these companies are the largest on planet earth year in, year out.
Make no mistake, I am not advocating you spend cash you don’t have on Facebook advertisements and post “boosts” on Instagram. You’ve got enough to worry about. I wouldn’t dare ask you to add more stress to your life. Us entrepreneurs need not waste money, but make it – a lot of it.
You shouldn’t have to spend money for get prospects to engage with you. You deserve to win with words, not advertisements which fall to the mercy of the always-changing algorithm.
The solution is as simple as an American classic: the BLT. No, no, not the sandwich, (but they are damn good). The recipe for your success is:
“The most powerful things in the world are simple.” – Jeff Hawkins
If you can’t help yourself and wish to make the process more convoluted and complex, then I can’t help you deal with the consequences.
I can help, however, if you follow this formula. COVID-19 sent everyone’s mindset into a tailspin. Yours truly included. But, instead of pulling my hair out, I stuck to this script. The result? My business didn’t just survive. It thrived. And yours will too. Follow and trust.
If you know your customers, then you know the answers to Before Your Product or Service. If you don’t know, then all you have to do is ask! Every coach or training business has raving fans, (if you don’t, then we need to talk). Find a fan of yours and fire these questions their way. Voila. Now you’ve got the Benefit of your product or service.
What will happen if your prospective customers don’t engage with your product or service? Higher risk of injury? Never earn a scholarship? Fails to silence the voice inside their head?
“But Hunter, I don’t want to sound so abrasive and negative!” First of all, get over yourself. Second of all, Loss is just “salt” in your recipe. If you don’t have any, your message will fall on deaf ears. Remember, people are drawn to problems and are hellbent on survival. If you don’t – dare I say – scare your prospects, then they’ll be too scared to do business with you.
Now, you can overdo it. Too much “salt” in your recipe will ruin it and will land as fear mongering. Just a dash of Loss will do.
Don’t out think the room on this. I use a “from ___ to ___” filter. For example: have your daughter go from bench warmer to team MVP. Your son will go from shy and scared to proud and confident. Easy as pie. If you need more context for this filter, ponder these questions:
- Who does your customer aspire to be?
- What are their hopes and dreams?
- What is their “why”?
We all got into this industry because we wish to change lives. Well, now you have a simple script to help you do just that. Highlight the Benefit with before/after questions. Throw a dash of “salt” in the recipe so your customer know what Loss they will experience if they don’t do business with you. Last but not least, every hero undergoes a shift internally and/or externally. Paint a picture of what’s possible with their Transformation.
Now, this is only one part in your marketing framework. If you want the other two components, then click the image below to access The 3 Cs of Marketing.
You may not be gigantic like McDonald’s or Coke, but the rules are the same. If you don’t tell your customers how their lives will change after buying from you, they never will.