Marketing Tips for the B2C Business Owner
We’ve all seen those memes of a TV remote with half of the buttons taped over. I fixed Grandma’s remote. It is humorous, but it’s spot-on as a visual representation of your marketing message.
Grandma wants a simple solution – turn it on, change the channel, adjust the volume. When prospects are looking for a solution to their problem, they want it the same way; simple, easy-to-understand, and fast.
Just like Grandma, your prospects may not be ready for all those funky shaped buttons, but as business owners we’re so excited (or desperate) to share all the stuff we do right out of the gate and often our marketing message reflects that.
How does this apply to your marketing message? The current wisdom is to offer free stuff as a lead magnet; giving away free stuff creates a sense of obligation which we hope translates to a sale. In our eagerness to be helpful and promote our product our service we often overload prospects and clients with too much information at first click: Get my checklist, get my tip sheet, here’s my free 362-page eBook, oh, and a 17-hour summit recording – heck, I’ll give you all my articles back to 1997 too!
Start Simple and Build From There
Just like a button-filled remote, we overload our clients and prospects with our marketing message. Of course, we are subject matter experts and eager to share our expertise because we know the value of what we have to offer.
As you create your content, keep this effective visual in mind. Your marketing message can still provide all the information your prospect may want but it’s more effective when it’s delivered in easily assimilated segments. Your prospect may want every bit of content you can provide, but they want it at their speed.
The great thing about the tape over the remote buttons is Grandma can access the other options if and when she’s ready. Do the same thing with the progression of your content.
Grandma wants to buy a laptop. Rather than figure it out herself, she seeks advice from her nearest experts – grandchildren.
Two grandchildren are computer geeks. She asks #1 for advice. Grandchild #1 is so excited– they love computers, they know everything about computers, and are very happy to help Grandma get a great computer. Grandchild #1 gushes everything they know; RAM, ROM, hard drive, interface, graphics card, giga-pixel-super-charger thingy…until Grandma’s eyes glaze over.
“Never mind, that’s too much for me.”
Grandchild #2 asks what Grandma wants to do with her laptop. He focuses on what she wants and helps her select one that’s simple and easy to understand. While it can handle other more complicated tasks, Grandchild #2 understands that when Grandma is curious about what else she could do, (much like those extra buttons on the remote) then she’ll ask.
Give Your Prospects More Once They Ask For It
Now, your Grandma may be every bit as tech savvy as you are, but consider this when you are promoting your offer to your prospects. You don’t need to explain every button on the remote when they are just getting started. Avoid your everyday jargon, much like Grandma didn’t understand RAM, ROM or any of the other technical terms.
It’s great to be enthusiastic about your product or service, but like Grandma, most prospects only want to know if you have the solution they’re looking for. Don’t give them so much at once that their eyes glaze over and they decide it’s just too much and click away.
Grandchild #1 talked about what THEY wanted in a laptop; Grandchild #2 listened to what she wanted then provided a solution that matched her desires.
I’ll bet Grandchild #2 is the one that fixed Grandma’s remote.
If you’d like to know more about creating an effective marketing message, you can access a free online mini-series; http://eepurl.com/duKJrn