The fact is, pretty websites don\u2019t sell things. Words sell things.<\/p>\n
nobody will listen to you if your message isn\u2019t clear , no matter how expensive your marketing material.<\/p>\n
what\u2019s your message ? Can you say it easily ? Is it simple , relevant , and repeatable ? Can your entire team repeat your company\u2019s message in such a way that it is compelling ?<\/p>\n
The more simple and predictable the communication , the easier it is for the brain to digest .<\/p>\n
The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.<\/p>\n
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\u2019s primary job : to help us survive and thrive .<\/p>\n
The key is to make your company\u2019s 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 .<\/p>\n
Music , however , is noise that has been submitted to certain rules that allow the brain to engage on a different level.\u00a0The brain remembers music and forgets about noise just like the brain remembers some brands and forgets about others .<\/p>\n
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 .<\/p>\n
Unless you identify something they want , it\u2019s 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.<\/p>\n
Consider the failure of the music streaming service Tidal . Never heard of it ? There\u2019s a good reason . Rapper Jay Z founded the company with a personal investment of a whopping $ 56 million with a mission to \u201c get everyone to respect music again . \u201d 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 .<\/p>\n
People trust those who understand them , and they trust brands that understand them too .\u00a0Empathetic statements start with words like , \u201c We understand how it feels to . . . \u201d or \u201c Nobody should have to experience . . . \u201d or \u201c Like you , we are frustrated by . . . \u201d or , in the case of one Toyota commercial inviting Toyota owners to engage their local Toyota service center , simply , \u201c We care about your Toyota . \u201d The guide needs to have serious experience helping other heroes win the day .<\/p>\n
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)\u00a0Statistics : How many satisfied customers have you helped ? How much money have you helped them save ? (3) Awards : If you\u2019ve 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)\u00a0Logos : If you provide a business – to – business product or service , place logos of known businesses<\/p>\n
If we\u2019re selling a storage system a customer can install in their garage , they hover over that \u201c Buy Now \u201d button subconsciously wondering whether it will work for them. If you\u2019re 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\u2019s 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\u2019s not hard , and they click \u201c Buy Now . \u201d 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 .<\/p>\n
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 \u201c on – ramp \u201d potential customers to an eventual purchase . Inviting people to watch a webinar or download a PDF are good examples of transitional calls to action .<\/p>\n
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The fact is, pretty websites don\u2019t sell things. Words sell things. nobody will listen to you if your message isn\u2019t clear , no matter how expensive your marketing material. what\u2019s your message ? Can you say it easily ? Is it simple , relevant , and repeatable ? Can your entire team repeat your company\u2019s […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[],"tags":[5],"_links":{"self":[{"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/posts\/2093"}],"collection":[{"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/comments?post=2093"}],"version-history":[{"count":1,"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/posts\/2093\/revisions"}],"predecessor-version":[{"id":2094,"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/posts\/2093\/revisions\/2094"}],"wp:attachment":[{"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/media?parent=2093"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/categories?post=2093"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/ohjames.net\/ohjames\/wp-json\/wp\/v2\/tags?post=2093"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}