The fact is, pretty websites don’t sell things. Words sell things.
nobody will listen to you if your message isn’t clear , no matter how expensive your marketing material.
what’s your message ? Can you say it easily ? Is it simple , relevant , and repeatable ? Can your entire team repeat your company’s message in such a way that it is compelling ?
The more simple and predictable the communication , the easier it is for the brain to digest .
The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.
The second mistake brands make is they cause their customers to burn too many calories in an effort to understand their offer. Processing information demands that the brain burn calories . And the burning of too many calories acts against the brain’s primary job : to help us survive and thrive .
The key is to make your company’s message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories .
Music , however , is noise that has been submitted to certain rules that allow the brain to engage on a different level. The brain remembers music and forgets about noise just like the brain remembers some brands and forgets about others .
A CHARACTER who wants something encounters a PROBLEM before they can get it . At the peak of their despair , a GUIDE steps into their lives , gives them a PLAN , and CALLS THEM TO ACTION . That action helps them avoid FAILURE and ends in a SUCCESS .
Unless you identify something they want , it’s doubtful they will listen. Starbucks exploded by not just offering customers a cup of coffee but by giving them a comfortable , sophisticated environment in which to relax.
Consider the failure of the music streaming service Tidal . Never heard of it ? There’s a good reason . Rapper Jay Z founded the company with a personal investment of a whopping $ 56 million with a mission to “ get everyone to respect music again . ” 3 Instead of being owned by music studios or tech companies , Tidal would be owned by musicians , allowing them to cut out the middleman and take their products directly to the market . As a result , the artists would pocket more of the profits . Sounds like a great plan . But Jay Z failed to consider the mistake of positioning himself and other artists as the heroes . Were artists going to buy music from each other ? No . He needed to position the customer , not the artist , as the hero. Jay Z failed to answer the one question lingering in the subconscious of every hero customer : How are you helping me win the day ? Tidal existed to help the artists win the day , not customers .
People trust those who understand them , and they trust brands that understand them too . Empathetic statements start with words like , “ We understand how it feels to . . . ” or “ Nobody should have to experience . . . ” or “ Like you , we are frustrated by . . . ” or , in the case of one Toyota commercial inviting Toyota owners to engage their local Toyota service center , simply , “ We care about your Toyota . ” The guide needs to have serious experience helping other heroes win the day .
There are four easy ways to add just the right amount of authority to our marketing: (1) Testimonials : Let others do the talking for you . (2) Statistics : How many satisfied customers have you helped ? How much money have you helped them save ? (3) Awards : If you’ve won a few awards for your work , feel free to include small logos or indications of those awards at the bottom of your page . (4) Logos : If you provide a business – to – business product or service , place logos of known businesses
If we’re selling a storage system a customer can install in their garage , they hover over that “ Buy Now ” button subconsciously wondering whether it will work for them. If you’re selling an expensive product , you might break down the steps like this : 1 . Schedule an appointment . 2 . Allow us to create a customized plan . 3 . Let’s execute the plan together . For instance , with a complicated piece of software , we might want to spell out the steps or even the phases a customer would take after they make the purchase : 1 . Download the software . 2 . Integrate your database into our system . 3 . Revolutionize your customer interaction . when they read your plan , they think to themselves , Oh , I can do that . That’s not hard , and they click “ Buy Now . ” A process plan can also combine the pre – and post – purchase steps . For instance : 1 . Test – drive a car . 2 . Purchase the car . 3 . Enjoy free maintenance for life .
two kinds of calls to action : direct calls to action and transitional calls to action . Transitional calls to action , however , contain less risk and usually offer a customer something for free . Transitional calls to action can be used to “ on – ramp ” potential customers to an eventual purchase . Inviting people to watch a webinar or download a PDF are good examples of transitional calls to action .