Why don’t other people love your business as much as you do?
Why don’t you get the kind of response you’d like to your emails, ads or mailings?
Why do you get only mild interest or blank looks from people when they ask you what you do?
I want to make two bold claims. Here’s the first:
As it stands right now, your offer is – almost certainly – resistible. It’s easy to say ‘no’ to. When you tell people in your target market what you do, when you place ads or try to market your services – you’re met with either confusion, blank faces, mild (read: polite) interest, ‘That’s nice,” followed by a change of topic or . . . absolutely no response at all.
Here’s the second:
Radically (not moderately) improving the irresistibility of your offers is the simplest and most powerful action you can take to grow your business – pretty much at any pace you want. Literally like a faucet you can turn on or off at will.
That sounds like hype.
And of course there’s more to it.
Having an offer won’t do everything.
You still need to know where to find your target market.
And you still need to have a plan on how exactly you plan to introduce your offer to them.
It’s important to make sure you have the business systems in place to make sure you can consistently deliver on what you promise.
You still need to think about the mechanisms, incentives and excuses to make it easy (and desirable) for people to talk about what you do.
All true – but consider this:
What good is it to know where to find your target market if you have nothing to offer them. Or – more to the point – nothing they are excited to buy?
How can you possibly create a strategy around introducing your offer – when the offer isn’t that good?
What’s the point of creating some really whizbang word of mouth strategy if all it’s going to do is let people know that what you’re offering is actually pretty mediocre?
But let’s go back to the first . . .
People just aren’t that excited about what you have to offer. Let me tell you exactly why your offer hasn’t been pulling even a fraction of the response you secretly know it could.
You don’t want confused faces when you tell people what you do.
You don’t want polite interest.
No, you want them to say, “Hell yeah!” or “Wow! How do I get one?”
Your offer must – at the very least – get their attention and engage them to want to know more. It must at least strike the chord of relevance.
Your offer must be crystal clear. It must give easily understandable answers to the following questions:
1. What are you offering me? (in plain english)
2. What’s the return on investment (ROI)? If I give you my hard earned money – what do I get back? Why is this worth it to me?
I’d be willing to be that you aren’t answering these questions as well as you might think you are.
In fact, let me tell you the logical reasons why people aren’t as excited about your offer as you wish they were. There’s 10 likely culprits to the disinterest you’re getting from the marketplace. I think they’ll make a lot of sense to you.
Big picture: It’s because there are certain core elements of your offer that aren’t ‘right’. You can look for all the bells and whistles and fancy new marketing tactics but – at the end of the day – if you’re missing these things your offer is much more likely to fail.
In fact, if you are suffering from too many of the following the problem may not be that you have a ‘bad’ offer – but that you have NO offer.
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