I remember back in 1985 we had a little lady come into our office to have some movie film converted to videotape. In 1985 the two home video formats were VHS and Beta. So, I ask her, “Will that be on VHS or Beta”, and she said, “No Honey, VISA!”
In that example, it was just a little confusion as to terms and technology, and no harm was done. In business, missteps in branding and or marketing efforts can result in poor ROI and a quiet phone.
One of the mistakes I see people make is to leave the client out of the presentation. They make it all about them. What they should realize, is that when a prospect looks at your ad, video, or website, they do so while thinking, “What’s in it for me”.
So, telling them about your 20,000 square foot warehouse might be impressive to you, but does nothing for the client. We suggest to our clients that they concentrate on the solution to the problem that brought the prospect to them. In other words, “Always enter the conversation already occurring in the prospect’s mind.” This is known as the “Collier Principle.”
The fact is, your marketing is most effective when it speaks to the things that the prospect already wants. You must tap into their existing pains, desires, frustrations, passions, and fears. Once you connect on that level, you have their attention. They will basically understand that you understand their situation. Remember that they may be interested in the latest “thing-a-ma-gig” that you are selling, but only as it pertains to them. It is the classic,” What’s in it for me” scenario.
So, what can you do? The first thing that we suggest our clients do, is to learn all they can about their customers. The more you know, the more you can relate to their situation and needs. Doing this will start you down a communication path that can be rewarding for both of you.
