You think you’re doing it all. You offer the best product or service. You target your ideal prospects – Those who are the most likely to buy what you offer. You list all of the benefits your product or service has in your marketing pieces
Yet you’re still not attracting all the ideal prospects to your product or service. For some reason
Your Marketing is Just Not Appealing to Them
How can that happen? What’s wrong?
It’s probably one of two reasons.
First, you may be using the wrong channels in your marketing. You may be sending emails when your prospects prefer direct mail. Or vice versa. You may be using white papers when your prospects prefer audio or video messages. You may avoid webinars while those are what catches your prospects’ attention.
Many older people prefer hard copies of marketing pieces. They prefer reading white papers and case studies mailed to them. They don’t like reading them on a computer monitor. Those in Generation X and millennials are just the opposite. They want to view everything online.
So in order to connect with the greatest number of prospects you need to deliver your marketing pieces in the format they desire. If your prospects are in all age brackets, you need to segment your database. Then send your marketing pieces in the right format to every group.
The second reason is more critical.
Your Prospects Don’t Read Your Marketing
Because The Way It’s Written Does Not Appeal to Them
One group of people only wants to see the bottom line results. They just want to know what your product or service will do for them. They will turn off when there is too much detail. When there are many details or statistics, they stop reading and move onto something else. Normally presidents and CEOs of companies fall into this group.
A second group of people enjoys reading things that are fun, positive and optimistic. They are easily bored by too many details. When writing is dry or there are too many details, they turn off and move on to something else.
A third group wants to trust that what they’re being told is the truth. So they will look for testimonials of current customers. They want to be sure these are accurate so they may compare those with others they read on third party websites. This group also needs assurance that your product or service is the right one for their company.
The fourth and final group is analytical and logical. They never make decisions without having all of the facts. So feed these to them. Statistics also impress them. Typically, CFOs and accountants fall into this group.
How Do You Design Your Marketing
Materials to Connect with All Four Groups?
Do you have to design different pieces for each group?
Sometimes you will. When you are selling a highly technical product or service, you would naturally assume that those interested in it are going to be analytical and logical. They are going to want all of the details. So your marketing material has to be written for these.
Most of the time you can use the same marketing pieces for each group.
To appeal to those interest only in the bottom line, make sure the key benefits and features are listed in bullets or sub headlines. Frequently these people will scan a marketing piece quickly. They will only read a headline or bullet. If one interests them they may read more.
To appeal to those in the second group, make sure that your marketing is fun, positive and interesting to read. Remember – details can be explained in a fun, positive way.
To appeal to those in the third group, make sure your marketing is accurate and truthful. Also include testimonials to build trust.
For the fourth group, include the details and facts they need.
In most instances you will be able to have your marketing appeal to those in each of these four groups. The key is to start constructing every piece of your marketing with each group in mind. This may take a little more time at the front end. Your marketing will bring you more of the ideal prospects you desire.
