Why are people trying to get married before their first date? [+ how to avoid this fatal marketing mistake]
The concept of Married At First Sight is an interesting one.
A series of experts pair hopeful brides and grooms with their ‘perfect match’, before running them through the gauntlet on national TV, all under the guise of creating a life long partnership where they ride off into the sunset together.
Unsurprisingly, it's a complete flop, with only one couple still together after the last five seasons…
You just can’t fight the laws of human nature.
Well, it’s really no different from how a lot of businesses approach their prospects
They work hard to create their Dream Buyer or Ideal Customer Profile (similar to the Experts finding the perfect match).
But they ruin it by pushing a Sales At First Sight mentality, when their future partners (customers) just aren’t ready for it yet… (no matter how “compatible” they might be)
**in fact, only 3% of the market is ready to buy, you can read more about the Larger Market Formula here)
Now, I want to reiterate that deeply knowing your customers and the people you serve is CRUCIAL to the success of any business… (you can read more on the power of true fans here.)
However, you need to know HOW to use that information.
Like any successful relationship, it takes a series of steps to move from a stranger to a long-lasting, valuable relationship.
Just how you might go out on a date, grab a coffee, have dinner, start dating, fall in love….and ultimately get married.
You can plan out your perfect customer, but if you don’t know how to meet them where they’re currently at, then you just can’t move forward together.
If you’re not careful, you might just run them into the open arms of someone else...
So without further adieu, here are the three stages your audience needs to go through to move a cold prospect, into a committed lifelong buyer :)
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STAGE 1 | THE INTRODUCTION
This is predominantly the Problem Aware section of the LMF (i.e. single and ready to mingle).
This stage consists of people who have no idea who you are (this is the majority of your market).
You’re a complete stranger, and your first impression will determine if they want to find out more.
The Introduction is all about creating awareness around your presence, and ultimately getting their attention to the point of intrigue.
Use attractive content that makes a statement and inspires curiosity (you don’t need to go over the top and ‘peacock’ at the bar, but you do need to dress for the occasion - no singlets and thongs // i.e. don’t use weak content and messaging and expect a lot in return)
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STAGE 2 | GETTING TO KNOW YOU
This is the Information Gathering section of the Larger Market Formula
Now you’ve met and done away with the formalities - it’s time to see if you can establish some common ground and really connect.
They’ve met you, they know you, but they’re certainly not sold on you yet. Their eyes may still be wandering as they’re exploring other options.
They are sussing you out to see if it’s a good fit, but one wrong move and you’re yesterdays lunch (forgotten forever).
Whether it's business or personal, they want to see some sort of proof that you are genuine with your intentions - think anecdotal stories and points of reference (like testimonials) to relate to them.
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STAGE 3 | COMMITMENT
This relates to the Buying Now section of the Larger Market Formula (that beautiful 3% of the market we were wanting to get to all along - good things take time).
This stage is all about making them feel secure in your presence, and empowering them to make the decision that feels right for them (notice how I have used no sales language - it’s all focused on the messaging and experience).
This is the audience equivalent of a long-term romantic relationship.
Were their expectations met at every stage, or even, exceeded?
Or did you come on too strong and scare them off (everyone KNOWS not to double text right?)
Now they know you,
They’ve seen other sides of you,
They’ve seen you with other people that like and trust you
...and now they’re happy to be associated with you and reciprocate all the value you’ve given them.
You’ve made them feel some type of way, and now they’re making a conscious decision to commit.
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In summary, the beauty of multi-channel marketing is that you can strategically curate content so you can allow them to feel the experience prior to purchasing…
You can pre-emptively answer all the questions and concerns, to the point, where it genuinely feels like you’re reading their mind (because you understand what they truly want).
If you have any technical prowess (or the yearn to learn), the ability to remarket to people on the tiniest of details will blow your mind.
If not, pay someone to do this for you because the hidden cost of not doing this doesn’t stay hidden for too long.
The better you position your campaigns, and the better you tell your story, the stronger the connection is with your prospects.
If you attract high-quality prospects, it increases conversions and their lifetime value over the long term.
As we’ve discussed, most businesses are trying to get into bed with complete strangers.
Be the gentleman (or gentlewoman), play your cards right and adjust the temperature of your message and offer, to the temperature of your audience.
YOU are the one they’ve been looking for.
Don’t let them ‘be the one that got away’
Zac
Ps. this quote by Robert Collier really helps me craft my messages - I reference it every single day that I’m writing copy.
“Always enter the conversation that is already taking place in the customer's mind.”
Hope this helps