Your competitors’ marketing strategies, and maybe yours, are terrible. What you’re doing is turning people away. You’re here because you care about what I have to say.
How can you increase the attraction factor? You don’t need to look at what big companies are doing or what your peers are doing. Small businesses can’t do what they’re doing, and so should you. If you are willing to wait five years or more, branding and all that stuff is fine. Real people with genuine interest in helping you are the best. That’s attraction. Consider the thousands, if not millions of marketing messages that you receive each day. What do you pay attention to and which ones are most noticeable? Pay attention to those that directly address you about what you want. You don’t care what message it comes in, you only need to pay attention to messages that are relevant to your interests. It doesn’t and will not work to extrapolate or figure out how the message might apply to you. You pay attention to what message hits you directly between the eyes. This message clearly communicates what you want.
How can you turn on your action meter? One of the problems with marketing communications and branding communications is that you don’t have anything to do if you need to find out more. To get you to look into ways you can connect with the sender, you would need to have a clear and significant potential value. You wouldn’t do this because it doesn’t provide you with any reason to do anything. Any marketing communication that you send must explicitly link to an action you have clearly stated for the recipient. Your potential customers won’t do what you tell them to. It would be a lot of work to figure it all out yourself, and people won’t do that.
How can you create an effective communication? A communication that is effective is similar to a newspaper article. Michel Fortin, a copywriting expert, says that you must answer five whys in your communication. Your communication must be clear and understand why it is being received by the person who receives it. They should understand why you are sending it. This is why it’s important for them to understand. They need to understand why they are interested in the subject of your communication. They must also know what they can do and how to get there. This will make the communication more interesting for everyone involved.
What is the best way to find out what works? Tracking, measuring, and testing are the only surefire ways to determine what works. Marketing is serious business that will earn you serious business. Don’t try to guess, just know the numbers. Once you understand what works, you can create a system that consistently generates the type of business you desire.