if you are serious about wanting to
you first need to understand WHY the stuff that passes as 'marketing' these days
Because, as Albert Einstein suggests:
"We can’t solve problems by using the same kind of thinking we used when we created them"
In a nutshell, here’s the source of all evil (marketing) - at least in the context of 'considered buying decisions':
Most of today’s marketing is centred around ‘direct response marketing’ persuasion tactics like
When you look closely, you’ll notice 2 massive problems with this:
These are the END-POINTS of a ‘buying cycle’.
Which isn't really a focus AT ALL ...
... when you have a CONSIDERED buying decision where people have real questions that need to be answered BEFORE they can make a decision.
They completely ignore the middle part where that ‘consideration’ part happens:
namely REAL questions and REAL answers.
What you really want to do is Pay attention, listen & react.
In other words: ‘persuasion’-based approaches are completely the wrong tools for the problem you’re trying to solve:
namely listen & answer!
Encouraging ‘action’ makes sense once someone has done their due diligence, and they’ve had all their questions answered.
But, it turns out, in practice, only around 3% of your prospective clients have ‘made up their mind’.
The other ones still have questions.
And yet, ‘persuasion’ tools basically tell them: “stop dithering, take some bloomin’ action now (or you will miss out on this great bonus…”).
Meaning: their real questions go unanswered! (and that right there is the root-cause of smoke-screen objections!)
Watch this short video to see where the 3% figure comes from:
(it’s part of a bigger presentation, the first 2 minutes explain the reason behind the 3% figure, the rest gives you an illustration of the 2 main problems mentioned above)
Deep down people know when they’re not really ready ... and they wouldn't normally 'move forward'.
But far too often, they are desperate for a solution ...
... they ‘hope’ this thing is the ‘missing piece of the puzzle’ …
And then of course they quickly find out that it wasn't. Instead, there are a ton more ‘missing pieces’ they hadn't even considered beforehand.
Meaning: they're now even further away from where they wanted to get to: namely solving their problem.
Here’s the key insight:
When people have questions, and they know they should NOT proceed until those questions are answered, ...
... but the marketing in front of them suggests they SHOULD move forward, and “everything is going to be ok (and hey, if you don't act now, you'll miss out on this great bonus)...” …
... one of 2 things happens:
OPTION #1: a few do move forward (but it really is just a small percentage)
and these few typically regret it - usually sooner rather than later!
Ever had that sinking feeling of “I don’t know what I was thinking”??? …
... that's when you 'moved forward' despite your better judgment!
By the way, this is why so much of the persuasion-oriented marketing is exploitative & manipulative:
when using it, you're willingly accepting that people make decisions for all the wrong reasons!
OPTION #2: the vast majority come up with smoke-screen objections, ...
... or simply tell you (to your face or by ignoring your ads or bouncing off your website) ...
... that they’re “not interested”.
And that's a tragedy!
Because they 'bounce off' even though they COULD be interested at some point further down the line (as in: AFTER having their concerns addressed!) - that's the 60%-70% of the pyramid you saw in the video above!
But of course, because your marketing leaves a bit of a bitter taste in their mouth ... they won't return!
60%-70% GONE ... just because you 'assumed' they are 'ready' ... but they weren't!
And what you're told to do to 'fix' the situation doesn't really help either:
At this point, because people don't pay attention to you, you are then told to use more things like ‘power-words’, ‘hit their hot-buttons’, offer ‘free optin-
giftsbribes’, …) …
… or, when they don’t ‘comply’, well, then you’re told to add even more urgency, and scarcity, and bonuses, and show what incredible value they’re getting.
Returning to Hillary Weiss’ observation from the previous page:
consumers are getting wise much faster! (than you can stack on yet another layer of ‘persuasion-tactics’)
The more you use the tools, the more skepticism you’ll encounter.
In other words: using ‘persuasion’-based tools is CAUSING the problem it’s trying to solve in the first place.
And that’s why, as Einstein suggests:
What you need, is another perspective, or – another strategy.
And we're not talking about "whilst everyone else is zigging, you're zagging".
This is a situation where everybody else is jumping off the cliff like a bunch of lemmings ...
... so, unless you like pushing your business over the edge with no parachute ... you need a radically different approach:
And the strategy that lets you truly walk 1000 miles in your clients’ shoes and see the world from their perspective is this:
This is where you use concepts like the AIDA formula (attention, interest, desire, action).
And you have to stop using it because inevitably, you’ll end up with a question that begins with:
“how do I get them to [pay attention, be interested, desire my thing, take action]”
And the answer then is typically:
‘by using power words, by using hot-buttons, by using urgency …”
And because these do work so well (they are 'hardwired responses after all') ...
... more often than not, you end up with people making a decision for all the wrong reasons!
Big picture: you have to stop asking how you can “get” someone to do something!
The days of 'getting' or 'making' anyone do anything are over!
People have too much choice - if you tell them: "hey, take it or leave it" ... they'll leave it. (and they'll tell all their friends to 'leave' it!)
Think about it:
Your prospective clients are
They have tried things before, and things haven’t worked out as they’d hoped …
and they’ve been promised the moon before, and they’ve been disappointed …
When you adopt this perspective, it’s no longer “how can I ‘get’ them to do X’" …
… but instead you’re asking yourself:
(and then you answer those questions)
This now puts you into proper 'listening' mode ...
... and when you listen properly, you can give answers that matter.
(instead of pre-scripted, canned 'one-size-fits-all' responses).
And that right there is what management legend Peter Drucker talked about when he said:
When you use the stuff that is peddled as 'marketing' these days, it's really selling.
But it's the worst kind of selling:
'persuading' without ever making the effort to qualify your prospective clients and see if what you've got is actually right for them!
Meaning: it's no surprise there's a lot of 'sales-resistance' when you use these tools!
When on the other hand you are in the "what obstacles are they facing"-mode ...
... you can do something for your prospective clients that is almost as valuable (if not more so) as 'waving a magic wand' and making their problems go away.