Read this if you are marketing to smart people but not attracting them!
MARKETING TO SMART PEOPLE?
READ THIS IF YOU ARE MARKETING TO SMART PEOPLE BUT NOT ATTRACTING THEM!
This is one of the most common issues I hear entrepreneurs complain about.
I believe this can before one reason:
Welcome to the too-good-to-be-true marketing 101 where we promise things that are simply:
Too Good to Be True!
Find your dream partner!
Find happiness FOREVER!
Become a Magnet so people turn their heads every time you walk into a room
Get fully booked with high-ticket clients who are begging to give you their money
Achieve ANY goal you set for yourself
Become wealthy
The list is endless!
Now I (as a professional marketer) meet all kinds of marketing. (Comes with the territory) and when things are not converting…
-Whether it's your ads!
-Your content.
-Your emails
-Or you constantly find yourself attracting morons. Aka very mismatched buyers.
It is usually because in your marketing you entered into the land of “Too good to be true” marketing.
It is a slippery slide so you gotta be careful.
In order to believe “too good to be true” marketing, you need to have a baseline of magical thinking combined with high level of gullibility.
Those folks are not really your ideal clients I imagine. (Unless you are selling snake oil, in this case you can safely disregard this post.)
Not to mention the people who buy into these marketing messages very quickly get a reality check that after taking your program they aren’t fully booked immediately nor happy forever.
Now let’s look at:
Why business owners fall into too good-to-be-true marketing:
In my humble opinion as a marketer operating for over 5 years now.
Too good-to-be-true marketing is used when:
The owners are mega excited about their offers and wrapped up with their excitement they slip bold claims that they did not think over. (Very common)
They simply lack creativity vocabulary, skills, or context to clearly describe the benefits of their product or service. Resulting in fluffy terms for lack of better words. (Or they hire someone who lacks these skills)
They lack a clear understanding of what the benefit will be because they are missing the client experience to know what it does for them. (aka they have no idea for now.)
There is an intent to deceive (let’s suppose it's not that common) in this scenario heavily relying on deception of the "Too Good to be True" marketing becomes a means to sell something.
When we resort to this type of marketing, any sophisticated, smart buyer will view our message and think:
“This is too good to be true” --Which instantly undermines the trust and credibility of the owner.
(I know this first hand because I have experienced this before, I'm sure you did too.)
The only way bold claims can be excused is when the owner immediately backs it up with context!
Context that:
Shows proof of the bold claims. (Case studies, real client data)
Explains how and why the promised results can be achieved. (Explains the process behind the claim and the mechanism of the claim.)
Let me give you an example: (this is a real program btw)
Bold claim: I help you achieve any goals you set for yourself!
Context: To achieve your goals you have to focus on the activities that produce results.
This means if you want to guarantee your goals:
You have to reverse engineer the amount of actions you take every day to guarantee you are hitting your goals.
Let’s assume you want 1 new client, how about you ask 20 people every day to work with you?
If you focus on asking 20 people every day and generating conversations, within a week you managed to hit your goals.
Now there will be some emotional obstacles that come the way like overwhelm, fear, and self-doubt, That is exactly why I created my program to help you overcome them and stay focused on your goals…
Can you feel the difference?
Bold claim + Backed up with context: Bold claim excusable, trust maintained, and even deepened.
Does that make sense?
So if you want to maintain a high level of trust and attract smart people!
Stay grounded in reality or if you promise something that falls into the Too good to be true category create the backup context!
GL