The 7 Deadly Sins of Digital Marketing pt. 3
Welcome to the 3rd installment of the ‘7 Deadly Sins of Digital Marketing’ series. If you haven’t read the first article, click here to check it out.
Each day, we’ll be covering one of the ‘7 Deadly Sins’ or marketing ‘traps’ that we all fall into when we’re first starting out (and what to do instead.) I’ll be revealing some of my biggest mistakes and blunders (not to make this series ALL ABOUT ME — but because I don’t want to be picking on anyone) and showcasing some really great examples of what to do instead.
Just a reminder — There will be a fun word and celebrity doppelganger to make these easy to remember.
Here we go…
DEADLY SIN #3 — You’re too COMPLICATED for your own good…
[And if this is you… I feel your pain. ‘Complicated’ is my DEADLIEST sin that I battle on a daily basis.]
Your Celebrity Doppelganger would be Data from “Star Trek” [which just happens to be my high school nickname…] Okay, okay… he’s a fictional TV character. For a real-life celebrity, let’s say Jeopardy game-show host, Alex Trebec.
At first glance, “complicated” shows up with big words, jargon, or language that only someone with an advanced knowledge or skill-set would be able to understand. Your marketing messages sound more like academic research papers and nobody gets it (or wants what you have to offer.)
If we dig a little deeper, ‘complicated’ shows up as talking about your PROCESS or tools and modalities. [This especially applies to the coach or healer who may have an entire arsenal of ways to help their clients from EFT tapping to neurolinguistic programming.]
Let’s see this in action…
Marketing Fail #1 -
One of my first dollars made online was through bundling information products under the name, Brainiac Bundles. The name was fitting for me and I had tons of “clever” phrases for my new ‘smart business.’
However, I could not even sell a FREE opportunity to be a part of my JV sales because the way I explained it was too complicated. I constantly had people tell me, “Melissa, I like you. I trust you. But, I have no idea what the hell you do!” THIS was a problem.
What saved my business was creating an explainer video (using Rawshorts) that could do the ‘selling’ of this free opportunity for me. [However, the process of whittling my message down to the simplest of words using that template was DIFFICULT!]
This video worked because the message was CLEAR, CONCISE, and all focused on the BENEFITS (“what’s in it for them?”) for my potential partners. (and, I wasn’t doing the talking…)
Marketing Fail #2 -
Flash forward a year, I was finally not sounding like Data from “Star Trek,” and I was putting together an offer fixing sales funnels as a consultant. I put together a sleek looking website and thought I had the PERFECT offer in place — the ‘complete funnel conversion audit’… (or so I thought.)
Although the graphics were stellar, the offer and positioning were not. I wasn’t following my own advice… I was trying to sell people what they ‘NEED’ (leading with my process) instead of giving what they WANT (leading with benefits/results.)
People WANT Facebook ads that convert… they want high-converting sales funnels.
[People need a funnel that works… to validate their offers and match their messaging to what will resonate with their ideal clients…]
Another major problem with this approach is, I was selling the solution to a problem that most people wouldn’t even KNOW they had. [This is a losing proposition when it comes to marketing your business.]
So, for all of you fellow coaches and consultants out there, listen up…
What you want to do instead can be summed up in 3 steps:
- “People don’t care how much you know, until they know how much you care.” (Teddy Roosevelt)
- You want to lead with the challenges your prospect is currently experiencing (In their own words, not yours). How does that feel for them? How does that show up for them?
2. Focus on the benefits and results (not your process)
- People don’t care about the ‘journey’… [How you get from point A to point B] they just want the destination to come as quick and painless as possible.
3. Use clear and concise language (that is not complicated) that your ideal client would actually use on a daily basis.
So, now it’s your turn.
- Are you showing your ideal client you understand their pain (in their own words?)
- Are you focused on the results and outcomes they say they want (again, in their own words?)
- And, are you being clear and concise in your messaging (again, using words your ideal client would actually say on a daily basis?)
Or, is your marketing too ‘complicated?’
[Stay tuned for the next installment of this series — Deadly Sin #4]
And, if you’d like some help making sure your copy and messaging isn’t too complicated, I’m running a FREE 5-Day Challenge to help you craft your “KILLER COPY” to stop your ideal clients “dead in their tracks.” I’ll be teaching all of my copy and messaging hacks so you’ll never have to stare at a blank screen ever again…
Challenge starts October 8th. Visit http://bit.ly/KillerCOPYchallenge to join.