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.

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It’s true what they say.

We are a collective of all of the experiences that come before us.

And through these experiences, we construct an idea of who we are, and how we like to present ourselves to the world.

To introduce ourselves with our presence before we utter a word.

The same is true with our customers, in the pursuit of creating their ideal self, they consciously and subconsciously make decisions to support this through their purchases.

As business owners, it’s important to understand why our people buy, and what's really driving the next move, the next purchase - and the story of Denis Diderot’s embodies this journey...

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Food for thought 🎂☕️

People will pay ALWAYS pay for an experience that they truly see value in (even if they don’t have the immediate cash - they’ll find a way - read more on buying with emotion here)

Exhibit A - Take this coffee for example from a cafe in Harajuku, Japan

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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

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What if I told you there is a HIGH chance that 97% of your communication is misdirected?

Jump onto any marketing campaign and you’ll see the vast majority of their communication is all driven around the immediate sale…

Buying now

Enquiring now

Acting now...

NOW, NOW, NOW

What if I were to tell you that only 3% of your audience (on average) is actually willing to buy now?

How would that shape your next conversation?

This brings me to the Larger Market Formula

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Fans, Avatars, Buyer Personas, Ideal Customers - however, you want to slice or dice it - this exercise is one of the most important ones you will ever go through in your business journey - truly identifying the people you serve.
I always like to ask people to take it a level higher, to create Advocates.

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There’s an assault on the mind…

The chaos in the market place is a reflection of our population at large, we don’t know how to cope with the noise…
Information and advertising has never been so relentless, and customers have never demanded more from brands.

To better understand what we’re up against, we need to take a look at the ultimate objective of all communication - the human mind, which, truthfully is a totally inadequate container for the barrage of the modern day.

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This concept has famously been celebrated in the neuroscience community, and naturally, successful brands and businesses have learned to run with it [and not just in the luxury categories].

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People don’t buy what you sell, its why you do it, and how they relate to the new world you can lead them to.

Therefore marketing isn’t a few individual events, it’s the sum total of everything you do.

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We really can’t expect to break into new territory by doing what we’ve always done, or by lagging behind the success of others — it’s how you get stuck playing a never ending game of catch up.

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If you want to build authority with the right people, then you need to have both of these locked down

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January is such an interesting month.

While some may be buzzing with motivation, refreshed from a much-needed break - amped up by resolutions, and the promise of new opportunities.

Others may feel like its Groundhog Day, getting back on the hamster wheel for another 365 days, already counting down to the next public holiday.

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