Archive for October 2010

No-one Cares About Your Need To Sell

You want to make money right? It’s OK don’t be shy. We all want to make some money. That’s why we start businesses.

And in order to make money you recognise you need to make sales. And to get sales you need customers. But I’m here to tell you that’s the worst reason in the world to advertise. Because the market place doesn’t care what you want.

Be honest. Do you care if the mega department store wants you to give them money? My guess is you answered no. So you can see that any advertising you do for your business based on your wants is not going to get a fantastic response. Because the market doesn’t care about what you want, they only care about what they want.

It’s about the market. What they want. Not you.

Did I just repeat myself? Yes? Good.

To get a response that rips the doors off it’s hinges or causes a breakdown in supply, you need a real reason to advertise. An interesting message that your market has a reason to respond to.

When you look at most advertising it’s usually the same standard name, rank and serial number template. Who they are, what they do, and the phone number. What sort of a message is that? “Here we are. Give us money.”

In order to engage someone you’ve got to get their attention, generate interest, convert that interest into desire and compel them to take action. I don’t know about you, but name rank and serial number advertising doesn’t do any of that for me.

So what do you do?

The first step is to make your business for somebody. Actually define a group of people who you are for. Who you are a stand for. Concerned for. Who you look after.

It doesn’t work to say you are for everybody. That just conveys the same message as “Here we are. Give us money”. You’ve got to actually define it so they recognise themselves and connect with you.

For example, people who fish for Barramundi in Central Antartica. OK, that’s a little absurd. But you can see that if there were such a group of people they would instantly recognise themselves in a headline that flagged them. They’d connect and want to read more.

This is of paramount importance in any online communication because you’ve got split seconds between being deleted and being read. If people already know you are for them, they’ll be predisposed to reading your messages.

Share with us who and what your business is a stand for ? Share with the other readers in the comments below. Maybe it’ll help others get clear on the stand they can make.

That’s how you get this online thing to pay.

Kind Regards


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