Can your message be distilled down to a single thought?
Just one simple thought…
What would it say? Would you be able to say all that you need to for a person to take action?
When we market our business we need to have a simple thought. We convey that thought in many ways. It can be in an online/offline advertisement, social media post, article, how-to video, or educational based content. The problem most have is not in the medium we choose to convey our thought.
It is in the thought itself.
We try and cram as much information into a single thought that it becomes too much. The person listening or reading your thought become confused. You may be just the person or business to help them, but if they are confused they will walk away and never return.
You are not only confusing the thought but you are confused yourself. If you don’t know what person is looking for, how will you know what to say? For many businesses, I talk to they are in a constant advertising state of mind. Buy my stuff! I have a deal or a sale! Me! Me! Me!
In most cases, the person receiving the message is not ready to hear about the product. They just know something hurts or is broken and they are searching for answers. When you through your product act them and expect them to be grateful there is a disconnect.
Given enough time with trial and error, you may have assembled your own unified thought. This is the thought! It is perfect.
You discover you need more than just one simple thought. You need many simple thoughts.
You need a few because some customers are in a slow lane. They need to take their time. They aren’t ready for a large investment, even if what you offer will cure them faster than waiting. They would rather take time, wine and dine you, try an entry level product before upgrading to your premium solution.
Can we blame them?
With all of the hustlers and scammers out there, it’s hard to know who to trust unless they are a well-known expert. Your only responsibility to that customer is to get the low priced solution in their hands and assist them on their journey.
That is it.
The next evolution is to have thoughts specific to the type of customer you have. You can be servicing the same market or niche and still find these little nuances. Their focus can be apple and oranges apart.
If you are like most consumers, no matter the product or service, you want to be treated special. Even though you know you are just another name and number in the pipeline, you want to feel special.
Now, do you own customers deserve the same level of customization as you would want if you were in their shoes?
Let’s try an experiment. Let’s find out where you could add some customization.
Go to your website.
Find where you could get on your email list or contact you.
Is there a way for you to customize the experience from the entry point?
Having them call you has limited customization. Let’s focus on being added to your email list. You may have a lead magnet or a free report in exchange for an email.
After they give you their info they are added to your list. Each new subscriber is uniform and they get the same experience no matter what. What if you added a question that asked them what their #1 struggle in relation to the solution you solve? Select A, B, C.
A, B, C are segments that you have identified.
How much warmer would that lead be if they 1) knew they were in the right place because you asked which one of these most common situations they are in. 2) Know what type of customer they are when they first enter your pipeline
Your single clear message across everyone turns into a clear message for each segment.