Why do so many marketing efforts miss the mark? Because they focus on all the wrong things, such as “personas,” “positioning,” and “providing value.” They do not address what is actually driving the purchase: the very specific mindset of the customer. When you’re developing your marketing strategy, if you don’t start with this, you’ll end up making bad decisions and creating campaigns that don’t work.
Ever since Google made it possible for anyone to find anything online, the need for smile-and-dial salespeople has been seriously diminishing. I’ve said it before (in 2011!), and I’ll say it again: selling is dead. By selling, I mean making cold calls; “hunting,” making aggressive pitches in the cold call; “overcoming their objections,” and generally pushing the customer into a solution.
It’s quiet. Too quiet. A pandemic has put us in a strange cinematic twilight zone consisting of “don’t touch that,” and “home alone.” But just a few short months ago, you were the captain of your ship, living the interesting, goal-driven life of the entrepreneur. It was exciting. It felt good.
Fear, like stress, is a thief that paralyzes us and keeps us from living life to the fullest. I suppose it can come in handy, at least if you use it to realize the severity of a situation. But that’s about it. Usually fear makes us less productive, less brave, less willing to take risks. We put life on hold when we are afraid. But you can overcome fear, and there’s an easy way to do it. As with most positive changes, it starts with a fundamental decision.
Most websites are brochures on a screen. Which is kind of silly, given that the visitor is more than happy to click around, take advantage of offers, and even answer a few questions, if you ask at the right time and in the right way. Website engagement is the new frontier.