I read something not so long ago which kinda blew my mind.
Digging a little deeper, I realised a lot of marketing is completely backwards.
Bold I know but hear me out.
It’s now so bloody obvious where so many go wrong once you grasp this.
I now look at our marketing in a whole new way, making sure I keep this concept at the forefront of my mind.
We know what marketing is really about right?
When boiled down, it’s about giving someone WHAT they want, WHEN they want it.
Then adding a dash of persuasiveness into the mix so your clients or customers willingly part with their cash for your product/service.
Every marketer is pretty much seeking the same outcome.
Yet why do so many struggle with this…?
Because they rely on past achievements to carry them forward.
It’s All About Me, Moi and I.
Think about it like this.
People LOVE to talk about themselves.
Especially in the online world.
Recounting every past achievement and experience to beef out personal credibility.
Which is totally fine to an extent.
And absolutely okay inside the right circumstances.
But the problem occurs when that becomes the FIRST persuasive technique.
HEY LOOK AT ME, LOOK WHAT I HAVE DONE FOR SOMEONE, LOOK WHAT I DID BEFORE
You get the idea and I’m sure you have seen this again and again.
Perhaps you’re guilty of this too?
I know I was when starting out in the online world.
You have days where you just freak out and panic that what you have to offer may not be enough.
Then rely on the past as your power to convince someone that you’re the best.
Now this isn’t the same as social proof. That comes later.
Testimonials are killer and very much important, especially if you’re selling high ticket.
But I’m speaking here about the beginning.
There’s too much noise. Too many people shouting over one another at who has the best deal.
So What Do You Do?
It’s time to get your persuasion tactics right.
This isn’t about YOU or what YOU have achieved in the past.
You must make it blindly obvious that your number one priority in your marketing matches the desire of your client or customer.
This is all about future-based copy.
Getting your ideal person interested straight away, before even mentioning your past self.
People are always looking to their future. The thing(s) they want to achieve.
The world operates like this and nothing ever really sticks for long. Improvement is always sought.
It’s harsh but most people simply don’t care about you.
They immediately want to know what you can do for them.
Your priority must be crystal clear from the beginning.
This harmonising desire should be visible in the headline or at least the first paragraph in any of your copy.
Then you bulldoze all obstacles that person may have.
And show them that YOUR service is the way to achieve that desired future.
This promise becomes the bond that someone has with you.
Real transparency with someone to deliver a real result for them.
Lets Sum Up
Persuasion is really about three things:
1) Establishing a customers desired future.
2) Knowing exactly what obstacles may stand in the way of that future being achieved.
3) Showing that YOU are the one who will help them achieve that future.
Keep everything you do future-focused and I guarantee this will make an enormous difference in your business.
Talk soon 🙂