As a marketer, you need to speak to my emotions to convince me to buy your product or offer. No matter how great the product is, if I as the customer does not see how it will benefit me, then you are screaming to a deaf man. Here are 7 marketing mistakes that make you look dumb.
What you see is what you get (WYSIWYG). How you brand your business will give me an indication of what to expect from you. If your website, brochures and logo is shady, I will be expecting the same thing of your product or service.
If you want to wow me, start with your branding. The clearer and more impactful your brand is, the more I will be compelled to buy what you offer.
As consumers, we do not care about how good your product is. Buying is a psychological decision. You have to appeal to my emotions to make me buy. Ever wondered why supermarkets sell margarine on the same row as bread? It’s all about emotions.
I don’t care if your product is the first one in the market that can do something. What I care is whether it can solve my problems.
It’s a competitive market and you have to follow me with your offer otherwise, your competitors will. Most consumers are using the Internet to research for products and companies before they buy. If you are not or cannot be found online, then you are playing a losing game.
Billboards and print ads don’t just cut it. Consumers are on PCs and mobile and that is where you should be following us.
So you got my short-spanned attention and I am actually looking at your product. Perhaps you got me to open your email or watch your product video. But are your communication to me or are you babbling to yourself? If you do not educate me how your product is essential or will improve my life, how do you expect me to buy?
It’s a competitive buyer market and businesses try to find the best ways to attract customers. In your quest to make me buy from you, you may offer a unique value proposition (UVP) that will set you apart from your competition. Whether it is a lower pricing point, after sale service, or money back guarantee, you need to keep true to it. Why should I shop at your website again when I know the 60 days money back guarantee you have is just a marketing gimmick?
I get it that you want to make sales. But using words such as “revolutionary”, “cyberspace”, “synergy” and the like don’t make me more convinced to buy your product. If I have to search Webster’s to find out what you mean in your copy sales, you can count a lost sale.
Still on the same note, why would a service be “sexy”? Really? If you want to get me to remove my credit card and purchase, communicate clearly without all that 90s online marketing sales language. I’ve seen them all before.
If you are trying to sell me the next McDonald’s fries, you better have a really good reason on why I should buy from you. Don’t just sell because everyone is selling. Have a reason why you are selling and be different.
Are you making the above marketing mistakes in your business?