I’ve been seeing a disturbing trend emerging.
One that as a small business owner you want to avoid at ALL COSTS.
If you fall into this trap, I can promise you one thing…
It will render your business virtually invisible to prospects.
So, what is this deadly and costly trap?
It’s trying to CONVINCE people to buy from you!
As the marketplace gets noisier and grabbing the ATTENTION of your prospects becomes more difficult, I’m seeing a lot more convincing style marketing appear.
And this is a huge mistake.
Just think about it…when you are buying ANYTHING and the person selling it is trying to CONVINCE you to buy, what do you tend to do?
I suggest the more they try, the less you listen!
The fact is, you CAN’T convince someone to buy from you.
Convincing messages simply don’t work, but unfortunately whether through following bad advice, or due to a lack of awareness, many small business owners marketing messages are about convincing their prospects.
It’s little wonder then why so many people’s marketing doesn’t hit the mark.
But there is an alternative – one that will help you start attracting a lot more ATTENTION.
It starts with you understanding that your job is not to try and CONVINCE anyone to buy from you; instead you must help them….DISCOVER WHY YOU!
You see, selling is broken down into two simple components: CONVINCING SELLING or DISCOVERY SELLING and most people (unfortunately) drop automatically into convincing mode.
Convincing is about trying to talk people into doing business with you. You’re in convincing mode if all your marketing is talking about things like:
What you do…
How you do it…
How long you’ve done it…
Why you’re so good at it…
Basically, you are trying to BOAST about your abilities and hoping this will convince the prospect to pick you.
If this is your current approach, then I have bad news for you. All your marketing efforts are not only being wasted, they are likely having the complete opposite effect to the one you were hoping for.
Instead of attracting prospects, your messages are more likely repelling them.
Convincing selling is akin to being at a dinner party where there is one person who dominates the conversation.
You know the type. No matter what anyone else has done, they have done it BIGGER, BRIGHTER, BETTER!
They want to convince you they are SUPERIOR.
If you’ve experienced dining experience like this, you’ll know just how annoying it can be.
In much the same way, when you’re marketing is banging on about how superior you are and is trying to convince prospects how much they need you, it irritates them rather than attracts them.
Your job is to help people DISCOVER why they need you.
How do you do that?
Talk to them about THEM!
I know it’s a revolutionary idea! 😊
Here’s the thing, we all have the same favourite subject – OURSELVES.
This may come as a shock but your prospects don’t care about YOU as much as they care about THEMSELVES.
They don’t want to hear about YOU, what YOU DO or how brilliant YOU ARE at it. At least not until you’ve done one thing first.
LISTENED TO THEM.
All your prospects want is to feel understood.
This means your marketing is about THEM; THEIR challenge and how THEY can eliminate whatever problem or challenge you specialise in helping them with.
In other words, you help them DISCOVER why you by talking all about them.
This one idea can absolutely transform your marketing results, but it takes work (perhaps that’s why many business owners don’t do it).
It’s easier to just talk all about who you are and what you do.
It takes effort to build marketing messages and material that add value to your prospect and in doing so, position your expertise effectively.
Ultimately the choice is yours.
You can talk until you’re blue in the face trying to CONVINCE the world why they should buy from you, or you can do the work and create a message that helps people DISCOVER why you.
If I was you, I know what I’d do.