I’m going to teach you how to achieve massive leverage with your marketing, meaning simply that you’ll make more money for the same time, the same money, and the same effort you’re expending right now. Why will this enable you to dominate your local market? Simple… most businesses simply don’t know how to do this. They don’t understand the tremendous untapped potential that lies within their marketing. Most businesses today spend some money on marketing and advertising… and then decide that whatever results they get from that marketing is probably about as good as it’s going to get. They realize that their results can fluctuate up and down, but they never imagine that results where they got 137 calls instead of 15… is even remotely possible.
Human nature dictates that people always want to make the best buying decision possible, and therefore… marketing’s job — AKA your job — is not to yak incessantly about how great you are… or how low your prices are. Your job is to position your prospective buyer’s so they have total control over the decision-making process… based on them having enough quantity and quality of information to determine that they’re receiving the most value for the price they pay.
What is the actual purpose of marketing? I mean, what is marketing really supposed to do? Well, in a nutshell, marketing is supposed to help facilitate your prospects’ decision-making process. There are prospects out there that need to buy what you sell. Sometimes they need to be educated to the fact that they need to buy what you sell in the first place, and other times… they already know that they want it but they need help deciding who they should buy it from. Often, they think they might want what you sell, but they have questions and concerns that need to be overcome before they’ll pull out their credit card or checkbook. But consider this.
Because these prospects are not experts in what you do… or their exposure to what you sell is quite low… they don’t really know the relevant issues surrounding the purchase. They don’t know how to make the best decision… they can’t tell the difference between the BEST deal and a major mistake… which leaves an opportunity for you to provide them with this information… and then guide them through the buying process.
All you have to do as the marketer is figure out what’s important to your prospects… educate them as to what constitutes the best deal when it comes to buying what you sell. Remember… value. And then show them quantifiable proof that you actually provide the best deal in terms of price and value. All this has to be communicated to them in a way they’ll pay attention to, believe in, and then take action on. When this occurs, the prospect gets what they really want from you… complete confidence that they have actually made the best decision possible and that they have truly gotten the best value. But here’s the problem.
Instead of using marketing to educate and facilitate the decision-making process and build the case why a product or service is the best on the market… most businesses fill their marketing with self-serving jargon that’s only a thinly-veiled way to say, “buy it from me because I want you to give me the money instead of my competitor.”
That’s why people become jaded… and why they resist marketing. They tend to either dismiss your entire marketing message… or worse… they become skeptical and stop paying attention to the message altogether. Prospective buyers want and need to be educated so that they can feel confident when making their purchase decision, and no one’s providing it. But here’s the good news.
The first one who does provide prospects with this information… WINS all the most profitable customers available! When marketing is done improperly, the end result is 100% predictable: you start to feel intense pricing pressure from your prospects, and typically you’re forced to cave in, lower your prices, destroy your margins, and make way less money than you should just to stay competitive. And you get to spend more time at work and away from your family than those that are successful.
Here’s the brutal truth… and please don’t be offended by this… but if you’re always competing on price, it’s your own fault! Your lack of marketing ability has led to a situation where there’s no discernible difference between you and your competition. There have been no additional parameters… or relevant issues introduced… to educate your prospects as to what really constitutes the best value when it comes to buying what you sell.
If you feel like you’re always competing on price, it’s because price is the only relevant variable that you’ve given your prospects to consider. From the prospect’s perspective, all things appear equal, so they default to the business offering the lowest price. I’m about to show you how to fix that once and for all. The system will allow you to first be better than the competition… and then second… do better marketing than your competition. This allows you to separate your business from your competition… and become the obvious choice for your prospects to do business with.
let me give you several ways you can easily and quickly evaluate your own marketing to see if you’re getting caught up in the jargon trap. Jargon evaluation #1 is what we call, “Well, I would hope so.” When you make a claim, don’t think about it in terms of the words coming out of your mouth. Think about it in terms of the words entering your prospect’s ears. This will enable you to realize just how absurd most jargon sounds. Look at the messaging in your marketing, and then ask yourself if the prospect’s immediate response might be, “Well, I would hope so.”
Let me give you an example. I recently saw a TV ad for a remodeling company. Throughout the ad they continuously emphasized the fact that their work was of the highest quality… it was fairly priced and they guaranteed 100% satisfaction. Well, I would hope so. Would you hire ANY remodeler who didn’t provide all of those as a standard part of their service? Of course not. This is ALL jargon… drearily commonplace… lacks power to evoke interest through overuse or repetition.
It’s called “Who else can say that?” This is similar to the first evaluation technique… and it’s also a product of the era of the brand-builders. Pay very close attention to this one. Stop thinking in terms of “Who else can do what you do?” Instead, think in terms of “Who else can say what you say?” Because the answer, unfortunately, is usually “anybody and everybody can say what you say.”
I know of a kitchen remodeler that ran by far the most impressive remodeling company in his community. Every member of his crew had at least 15 years of remodeling experience… they were all certified subcontractors… they had won multiple industry awards… They were the only kitchen remodeling company that provided not only a full satisfaction guarantee, but also a 10 year material and labor warranty on everything they did. They left the job-site every night cleaner than when they first arrived. They also guaranteed they could remodel any kitchen in no more than 5 days… half the time of their competitors. This of course, meant far less disruption and inconvenience to the homeowner.
In short, their inside reality was literally second-to-none. But they had a huge marketing problem. Their marketing looked virtually identical to all of their far less-worthy competitors. Their marketing said things like: “certified subcontractors,” “guaranteed satisfaction,” and then a long laundry list of the work they performed, such as new cabinets installed… complete kitchen remodeling and so on. Oh… and get this… They accept Visa and Mastercard! Well I would hope so! . But then ask this question: Who else can say that? When the owner of this remodeling company was asked that very question… he got really defensive. He said, “There’s no other remodeler that can begin to match the work we do! Our subcontractors are far-and-away the best there is! No one — and I mean no one — can say what we say!”
Understandably, this contractor was extremely passionate and protective when it came to the superior company he had worked so long and hard to develop over the years. So finally, to try to get the point across to him, he was asked to pull up the websites of his five biggest competitors and see what all of them were saying on their homepage. Let’s just say that his jaw hung open for about two minutes straight before he finally pointed at the screen and said, “Oh my gosh… look at this other company’s website. I know this guy. He’s terrible. But his site says the exact same thing as mine. In fact, I think he copied my site word-for-word!” He looked at the other remodelers and saw that all of their websites were virtually identical to his.
So remember… It’s not who can do what you do. It’s “who can say what you say?” And if your marketing is full of jargon, then sadly that answer is all of your competitors can. Let me give you one final jargon detection evaluation. It’s called the scratch-out write-in test. Take a look at your brochure… advertisement or website. Now, scratch out your name and write in your competitor’s name. That’s it. If the marketing is still valid, if the website still conveys the same basic message, if there wouldn’t need to be any additional changes… then guess what? You just failed this test. This evaluation can be very revealing. Most businesses discover that they run fairly high on the jargon meter. You may find that your inside reality, excellent as it may be, is nowhere to be found in your marketing messaging. It’s all but lost in a sea of jargon and completely invisible to your prospects.
Take these tips and put your marketing, website and company information through these tests. Adapt your marketing to stand out from the crowd and stop sounding like everyone else. I encourage you to join my FREE facebook group where you will find additional training, collaborations and examples from hundreds of other business owners like you. Remember the good news is you are not alone. Many small businesses are where you are. That just means you need to be the first to make a few small changes and watch the results pour in. I will put a link in the show notes to Join the FREE Marketing Facebook group for small businesses owners.
Join the group here —> https://www.facebook.com/groups/TopResultsMarketing/
I look forward to seeing you there and watching you take your business to new levels with a solid marketing message. Screenshot this episode and share it on IG. Be sure to tag me @ShawnTiberio. I would love to see where in the world you are tuning in from as well as hear your biggest take away. As always, if there are topics you would love for us to break down in a future blog article.