What we say vs. what they hear [two mistakes]

Today I wanted to cover the core reason most marketing collateral doesn’t work.

There is a misalignment in What We Say (as business owners), vs. What They Hear (as our customers) - i.e. we're not speaking to what they want and desire.

That in itself really boils down to two things;

Short answer;

1) Our approach is too complicated, or

2) It’s too vague.

Less short answer (but worth the read);

On the other side of every screen is a human being, who makes decisions with a human mind.

The brain favours simple and predictable, it’s how we’re wired.

In an hour, we can have as many as 2100 thoughts pass through, as our mind feverishly works to compartmentalise what is useful and what isn’t.

Essentially, it all boils down to how we can survive and/or thrive.

Maslow’s Hierarchy of Needs is the reference point I use whenever I need to break this down.

Our choices are driven to move up the hierarchy in sequential order, but

Physiological → Safety → Belongingness → Esteem → Self Actualisation

Basically, a spectrum of Survive → Thrive

No matter what business we run, or service we offer, if we have a proven market fit, then it undoubtedly does tap into these needs even if we’re not overtly aware of it.

I talk more about this here (it’s one of my most read articles)

Within this model is where the opportunity truly lies.

We can shave all messaging that does not tap into this hierarchy, because, truthfully - our customers don’t care and they won’t remember it [you can pretty much stop any generic newsletters immediately].

So now to dive a bit deeper into the two mistakes;

MISTAKE NUMBER 1 - Too complicated

We fail to captivate our audience, because we haven’t anchored our messaging to a thread that is meaningful to them.

If it doesn't encompass survival or thrival (not really a word, but it rhymed so I’m rolling with it), then it won't matter enough.

We must position ourselves as the guide (not the hero, an important distinction), in showing them the path where they can;

  1. Survive

  2. Achieve an aspirational identity, and/or

  3. Find a connection in the pursuit of something bigger than themselves

Without providing that for our customers, we will struggle to find consistent, intentional growth.

MISTAKE NUMBER 2 - Too vague

Simply, we don’t get to the point quick enough.

We spend our time listing off attributes and pumping our own tires, rather than paving the path to an outcome (that’s all they really want).

Hey, I’ve been super guilty of this too - it’s something that's always getting refined.

Now, it’s a careful process in taking the time to understand what they want, and fumbling with providing the solution.

At the end of the day, people buy from the brand they understand and relate to the fastest.

Zac

Ps. I’m slowly getting back on my weekly emails, let me know which topic you’d like to hear about next. After I release my guide, I’ll be writing 2-3 articles per week :)

  1. Metrics That Matter - how to run your marketing numbers so you can shift from it being a crippling expense to a savvy investment

  2. The Power of Narrative, Voice, & Intent

  3. The POM Method - the three most important pillars in your marketing strategy

  4. Some more tangible examples from todays article.

Zac Daunt