Marketing Is Not Education

People espond to solutions not problems“I need a little help with a client that thinks education is marketing,” I said. “He keeps wanting to do videos of ridiculous length to talk at people instead of working from their opinions and interest to sell his non-profit.

There is a cardinal rule of Marketing: People buy solutions, not problems. I learned the lesson that you can’t sell by educating long ago doing split testing. I know that if you offer a solution to a problem people have versus a description of the problem that the solution will win every time. Even if both A and B offer the solution, the one that leads with the solution will win.

Rick disagreed saying, “But there are certain cases where pumping enough fear into the equation can get people to go one direction or another. Politics is rife with that sort of thing. And there, sometimes, it works. True, it can lead to polarization and that ain’t pretty. But fear is a primal motivator.”

“Minds me of a story ‘bout a kid cryin’ wolf when there was no wolf,” drawled Bob. “The problem is that when you try to scare people enough times they get so accustomed to your suasion that it is like water wickin’ off a duck’s back. That’s like the whole Global Warming/Climate Change thing. Now there is a branding problem if ever there was one.”

“Branding problem?” Gail asked.

“Sho nuff,” Rob replied. There was this VP from Tennessee that told us all about it in a TED presentation and then in a movie. He talked about it as Global Warming and showed us how just looking at the gain in carbon in the air was enough to cause global catastrophes. Then a bunch of folks that didn’t agree and had vested interests to protect made him out to be the kid cryin’ wolf. As a result we don’t hear about global warming any more. Now its Climate Change.”

“And believers are still trying to back the hearse up to the door.” I said. “Every time you turn around they find some new piece of scientific evidence that supports the argument that Climate Change is happening. The problem with all those arguments is that they are arguments. What they consider proofs are so far from Joe Public’s experience that it is like trying to explain a computer to a man of the renaissance when you don’t even speak the language.”

“Worse still, Kate said, the believers don’t understand the failed communications. They are so convinced that they are right that they cannot understand any other viewpoint.

When you’re selling you have to listen. You have to establish rapport with the buyer. You have to offer a solution to their problem. If they don’t perceive a problem or are not prepared to discuss it you are wasting your time.”

Chris asked, “So are you saying you should just walk away?”

“Yes. If they aren’t buying you have no choice” said Kate.

“But that is completely the opposite of building whitepapers and videos and all sorts of things to move people down a funnel to make a purchase. Why not try that?” asked Chris.

First you have to get their interest” said Rick. And right there is the crux of the problem. The problem has become polarized. I believe it is now seen as political. And because of that people walk away from it. They tune out.

Regardless of how novel the educational approach is they perceive it as preaching. People do not trust politicians. They don’t like people with holier than thou attitudes. So they direct their attention elsewhere.”

“There’s one more piece to this which we shouldn’t overlook,” said Gail. Nobody, so far as I know has approached the consumer audience by accepting and emulating their attitude. Nobody has recognized how they have heard this big problem exists. Nobody has acceded to the consumer viewpoint that it takes a government or a treaty organization to take care of this. Nobody has admitted that Joe and Jane Public feel stymied and don’t see a way out.”

“So what I hear you saying is to present a solution couched in the terms of the audience. Let them know we understand. Offer a solution. Keep it simple. Make it easy for them to contribute. How do we do that with no budget? What do you suggest,” I asked.

What do you suggest? Let me know down there at the bottom of the page.


 

Jerry And his Marketing Wranglers will be back next week with something about how a rodeo relates to Marketing.


Learn More:
Marketing Consulting, Coaching and Contact Relationship Magic www.JerryFletcher.com
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Testimonials You Can Believe In

“What’s the best way to get believable testimonials for a web site?” Chris askBelievable Testimonialed.

“Just ask,” said Rick.

There was a pregnant pause and then Kate said, “So you’re just gonna stop there and leave us all hanging…”

Rick took a sip of beer and went on, “Most people are afraid to ask customers or clients for a testimonial but I find that when I do they are usually flattered. They know you think highly of them if you do that and usually they give you glowing reviews.”

Rob jumped in saying, “I think you’re right but often they ask me what I want them to say or to write something for them.”

Gail said, “Yes, I know what you mean. That makes me feel really uncomfortable.”

“Like I said,” Rick continued, “They are flattered and are usually willing to go along with just about anything that is not overblown. In fact sometimes I think it’s better if I write it and ask them to put it in their words. Usually it comes back with just a few minor changes.”

“Hold it,” I said. The question was how to get a believable testimonial. When it comes to believability there are at least two techniques that will change one of those puffy kinds of wonderfulness statements into a quote that is authentic and light years more convincing:

1. Have the testifier say something about a concern they had before or during working with you and how it was resolved…in terms of a concrete thing that happened because of the work. Make sure it is short, to the point but follows the formula: Concern/Resolution/Benefit/Referral.

2. Do it on video. Make it easy for the testifier. Interview them and then edit the answers together. Seat them comfortably and then conduct the interview seated beside and slightly in back of the video camera. When they look at you it will give the impression that they are looking directly in the camera. They will quickly relax and the viewer will feel they are in a conversation.

Video also needs to incorporate the formula Concern/Resolution/Benefit/Referral although it can use multiple examples and transpose Resolution/Benefit if that is a more comfortable speech pattern for the testifier.

Many times the testifier will be hesitant to talk about the concern but once it is stated and the resolution is discovered you have a credible story to tell.”

What would you do to make a testimonial more believable?
Jerry and the crew will return next week. Stop in for lunch.

Jerry Fletcher builds trust-based marketing strategies for startups, professionals and small businesses. Learn more at www.JerryFletcher.com
Jerry speaks professionally in Europe and the Americas. He is willing to deal for an engagement in Australia or New Zealand. Learn more at www.NetworkingNinja.com

 

 

Do Your E-mail Numbers Add Up?

Girl with AbacusChris, back from vacation and full of energy flopped into a seat and said, “The latest data on e-mail could prove to be confusing.”

“How’s that” Digital Developer? I asked.

“What baffling bit of analytics is making you cranky,” asked Rick.

“Since you guys are so happy to see me I’m going to make this a test:
Which should you optimize for words or pictures?”

Rob jumped in saying, “We live in a visually oriented society. So usually I’d go with pictures. But I know the powah o’ words so I figure he’s runnin’ one on us and I’ll go that way.

Gail said, “I’ll go with words because that’s my stock in trade but I know how valuable the right photo can be.”

I said, “I’ve seen the research so I can safely say, it depends.”

Kate snorted and said, “Both of you quit hedging and tell us.”

Chris said, “It really does depend. When you survey the population about two thirds of people say they prefer mostly images. But when you look at click through rates every picture you add lowers the rate.”

Kate asked, “Is it different between men and women?

Chris replied, “Men prefer text, women mostly images but either way it is nearly a 50/50 proposition.”

Rick asked, “Is there any data on when to send?”

“Yes,” Chris said, “But you aren’t going to like that any better.”

“Don’t tell me,” Rick said, “That, too depends.”

Chris smiled. “Yes. Here’s how that figures:

  • The best click through rates for marketing e-mails are on Saturday and Sunday followed by Friday, Thursday, Wednesday, Monday and Tuesday.
  • The pattern is pretty much the same regardless of list size flattening as the list grows to over 10,000.”

“The pattern is the same for e-mails sent by individuals to other individuals,” I added. The most surprising finding was the fact that individual e-mails are being opened up to 12 days later.”
What about mobile?” Kate asked.

Chris checked his notes and said, “People use Desktops, Laptops, Phones and Tablets. They don’t stick to any single one. Eighty percent use a desktop or laptop part of the time. About 57% use a phone part of the time. And tablet use is up to 33% of the time now.

I said, “The real question is what should the little guy do with this information? In most cases he or she must look at what they are sending and compare what they sent to the actions taken. There is no silver bullet, single answer but you can improve your performance if you use the analytics available to you and change based on actions not words.”


Thanks for stopping by. Please pass this information along to any “Little Guy” that needs help figuring out how to market a business with limited time and money.

Jerry Fletcher records the commentaries of his rowdy crew of marketing and sales experts weekly. Learn more about his consultancy at www.JerryFletcher.com
Jerry speaks professionally and has appeared on three continents. See some of his signature stories at www.NetworkingNinja.com

 

How To Stretch Your Words And Make Your Content Soar

Gail our resident copywriter was telling us about a writing assignment that for most would be from Hell.Girl with Computer

She said, “So the client said the short brochure had worked pretty well but could I expand it. I did. It worked better so they asked to expand it again. And that one did better still. In all I expanded the copy four times.”

I asked, “What do you think made that happen?”

Chris, our web jockey jumped in, “It’s simple. You never really know which way of saying something is going to connect with the target. So the more ways you give them the better off you’re gong to be. At least that is what happens on line. Every test I’ve ever run shows that long copy beats short copy—if it is good long copy. Drivel doesn’t cut it. It has to be stuff that people will scroll on until they click through and buy.”

Gail nodded and said, “Right Chris, except for Twitter. And it doesn’t seem to matter whether you’re talking on line or off line. Sometimes repeating yourself is the best thing you can do.”

I asked, “The same exact words?” “Yes and no,” she said. I start as a friend puts it by sitting down at the computer and opening a vein. I just pour out everything I think, feel and believe about the item and then I look through all that for key words which I search and then make notes of especially the different viewpoints I find. I look for research data and surveys and hard facts to incorporate. And I listen to what the client tells me in the briefing about who they think the customer is and the benefits they deliver. I often find that they aren’t really sure who that ideal client is so I take it with a grain of salt and let the research lead me.”

“But how do you expand the copy?” I asked.

“I have a few tricks that help you make your content soar:

  • Turn some facts into charts or graphs and explain them in copy and captions
  • Find photos that support your argument and place them judiciously in the copy
  • List companies or organizations that have tried or used the product or service
  • Look at the benefits and turn them into a list.
  • Make ‘em bullets or number them.
  • Turn benefits or facts into challenging questions or quizzes
  • Look at the impact of the product or service on a timeline
  • Include a case history or success story
  • Extend your description of just who the product is for or the kind of company and/or problem.
  • Tell ‘em the need use or occasion it is for.
  • Include an executive summary or a front end synopsis.
  • Note the information in an intriguing way related to the page it occurs on so if hey want to skip around they still get the message.
  • Remember that you are going to have linear readers, scanners and that you have to appeal to both curiosity and the need to simplify at the same time.

And whatever you do, don’t forget to ask for the order. You can even do that in multiple ways.”

 


The lunch bunch is back here at a new location. Thanks in advance for telling your friends, colleagues and anyone you believe may profit from this blog.

Jerry Fletcher is a Trust Marketing Merchant. You know how solos and small businesses don’t ever seem to have enough time or money to build their business? Well, what he does is craft ways for “little guys” to be come known, liked and trusted. And you know who you would rather do business with…

Learn more at www.JerryFletcher.com

Jerry also speaks professionally on three continents. Learn more at www.NetworkingNinja.com

What Is Your Value Proposition?

Value proposition“Whether you market to consumers or businesses you gotta have one,” said Gail, our copy guru, over lunch.

“How’s that different from a position or a tagline?” said Chris.

“Usually it’s longer than either but may include elements of both. It is a promise. It tells the potential customer what expectations will be fulfilled when they buy from you. It is a clear statement, usually a paragraph in length.

It has to clearly answer these questions:

  1. What product or service is your company selling?
  2. What benefit do I (or my company) get out of using it?
  3. Am I the target customer/user it is intended for?
  4. Is it for specific need, use or occasion?
  5. How is yours unique from the alternatives?

Right about there I jumped in saying, “But what is the answer to Chris’s question?”

Gail looked over her glasses at me and said, “Let me give you the way I test a value proposition. I print it out and show it to someone that might have use for it and have them read it and wait for their reaction. If they want to know more I ask why. If they don’t understand it I go back to the keyboard. If they ask the price I know I’m on the right track.

Before I go that far though I make sure that:

  • It is easily understood
  • It tells me in concrete terms what I’m going to get when I buy and use it.
  • I know how it is different from competitor offerings
  • There’s no hype, no superlatives and no insider jargon
  • It takes only a few seconds to read.

Rick who had been watching and stuffing his face with a burger asked, “So where do I use this wonderful thing?”

All of us looked at Gail. She sniffed and said, “It should be on the home page or landing page of your web site and, incidentally should be tested before put it up there. It should, in some form, be on most pages of your website not to mention in just about every form of communications you use. The trick is to vary it just enough to make it fresh and interesting in all those places.


Jerry Fletcher has just switched to WordPress for his blog. Once he is over the frustration of working in a new software the blog will continue with new material. Find out more about Jerry at www.JerryFletcher.com

Need a speaker? Looking for someone that knows marketing from frustration to fabulous? Call Jerry at 800 533-2893 Toll free or learn more at www.NetworkingNinja.com