Confused Customers Do NOTHING – Do this to Make them Say ‘Yes’
Confused Customers Do NOTHING – Do this to Make them Say ‘Yes’
If your business is struggling to make sales or you simply just want more, then look no further. This is the article for you.
Over the next few minutes, I’m going to explain exactly the easy way to get more sales with your marketing.
Best of all you won’t need to spend fortune.
You must first understand the following principle:
Occam’s Razor.
“When there are different theories about something, it is usually the simplest one that is true.”
This applies to advertising and your marketing message.
Simple is always better.
Most businesses don’t even realise they’re confusing the sh*t out of their potential customers with their marketing.
Confused people do the worst thing possible. NOTHING.
If you see an ad and don’t immediately know what it is about, you aren’t likely to continue watching. And you are even less likely to buy what is on offer.
People love simple.
People can deal with simple.
When instructions are clear and simple, there is a much higher likelihood that they will be followed.
In a nutshell: make your ad simple.
1 Thing at A Time
What should you do to make your ad simple?
Focus on 1 thing. And 1 thing only.
When it comes to a business, the 1 KPI (key performance indicator) that you should be following is…
… how many people do you convert.
Everything else doesn’t matter.
Do what sells. Nothing else.
The Sales Analogy
Salespeople will always say they “had a great talk” whenever they didn’t close a sale.
Problem is salespeople are not professional talkers. They only get paid to make sales. No one cares how good the conversation was if they sign the dotted line.
In sales your 1 goal is to close the sale.
When running an ad you need 1 goal.
It could be for them to buy your product, watch a video, fill in a form, phone you.
If you have 1 goal, then you are on the right track. Note, it needs to be related to getting a sale e.g., asking for a sale immediately or moving them towards a sale.
Once you have gotten the sale, you need to deliver on your promise. You goal for this phase it to have a happy customer who will give you a referral or testimonial.
How Businesses Over Complicate Things
Most business go wrong by trying to incorporate a bunch of different things.
They try make the ad informative, whilst trying to build their brand, whilst also trying to get a sale and a referral all in one.
This creates an air of confusion for whoever is watching.
Be clear.
You want a clear ‘yes’ or ‘no’ answer to whatever question you are asking.
You do not want ‘ifs’, ‘buts’, or ‘maybes’. These only give an illusion that you have succeeded, but rarely materialise.
We are all grownups here. If it is a ‘no’, so be it. Onto the next. If it is a ‘yes’, then great. Let’s get started.
What are you meant to do with a ‘maybe’? Keep chasing them hoping for a ‘yes’?
No.
Make your message crystal clear and avoid confusing all parties.
What You Should Be Doing
Your job with marketing is as follows:
- Make it very easy to say ‘yes’
- Make it even harder to get confused.
If you are looking for someone to fill in your form to book a quote then say, “please fill in the form below and one of our team will be in touch to book a quote at your convenience”.
If you are after feedback, just say “please reply to this email with your feedback, I promise I will read it”.
Tell people precisely what they should be doing.
It should be clear to do X then Y.
Not can you do XYZ, with some ABC, and a little…
Your business is here to make money. Ask people if they are looking to purchase from you or not.
How To Avoid Confusing People
This is an example of what you shouldn’t do:
“Let me know if you like this idea, and what your thoughts are, and when it would suit you to have a phone call about this”
What do you want from me?
I want you to do this simple exercise so that you can stop confusing people once and for all:
Pretend you are your own customer.
Think, “is this confusing? Is this too high a threshold? Am I asking too much? Am I trying to do too much all at the same time? Am I making this too hard?”
If you answer ‘yes’ to any of these questions, then you need to reevaluate your message.
You should always strive to make things easy.
If you are after another pair of eyes to assess your marketing, then:
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