Top 4 Marketing Message Myths

September 30th, 2011 by | Print

Through assisting solopreneurs with their marketing messages and researching how other companies are conveying their value to the marketplace, I’ve come across some relatively common marketing message mistakes. Your marketing messages have many possible goals: to create greater awareness for your business, to establish your business as an industry or niche leader, and, yes, to help generate profitability. Here are the most common marketing messages that fail at each of these goals.

1. I just have to wow them with me.
It’s good to be proud of who you are, and to want to share what you bring as value for your customers. However, when you start your conversations with “I”, “me”, “we” based statements, you lose a large part of your listening audience.

Human nature is such that people with a “need” or a “want” want to know what solutions you have for them before they want to know who you are. Your message needs to be “you” (as in the customer “you”) focused. Then if they like how you’re going to benefit them, they can take the time to get to know if … if it is important to them.

2. It’s a numbers game.
Getting in front of a lot of people to deliver your message is time consuming and expensive. Do you want to get in front of 1,000 people or 1,000 people who already have a need for what you specifically provide? The simple rule of success is when you put the right offer more times in front of the right people, your probability for converting customers increases significantly.

So what if more people know about you? It doesn’t hurt, right? Not necessarily. Going after more people instead of more of the right people generally leads to broadcasting your marketing message out over more networks, answering more inquiries from people or businesses that aren’t likely to buy from you. This can get very costly and time consuming.

3. My message must be broad enough to make it relevant to a wider audience.
This plays into the issue we just discussed above. When you try to reach out to more people with one message, you have to generalize your message so it can connect with more interests, views, pain points, and so forth. Just as the old adage that basically states when you try to please everyone, you end up pleasing no one, the same holds true for your marketing message. If you try to connect with a large audience of varying interests and needs, your message becomes very bland. Very few people connect with or buy bland.

4. I must always be selling.
Did you ever have that family member or friend who was so into their MLM company that every time, and we mean every time, you met with them, they always talked about how great the company was and pushed you to buy their products. These are the same people who don’t get invited around much anymore. People and businesses want to connect with your company, but not if you are going to pitch them every time they connect with you.

The same holds true for your marketing methods. Not all marketing activity has to be or should be focused purely on selling. Most successful marketing funnels begin with collecting leads, followed by a subgroup of prospects, and an even lesser percentage of paying customers. Identifying and collecting leads is critical. Don’t sell, sell, sell. Some marketing requires incentivizing leads and prospects to take other actions first. Don’t turn them away by always selling to them at every touch point. Remember, you need to build your visibility and your credibility before it leads to profitability.

All the Best,

Doug Dolan
The Solopreneur’s Guide

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