Continued from part 1, about business owners being terrified of complaints
Business Owner Type 2:
Overly passive marketing that doesn’t push for the sale. Beyond non-hype, the seller doesn’t even sound that convinced of his product himself.
This is probably the most common pitfall that business owners and entrepreneurs find themselves in. It’s the “If you build it, they will come” philosophy. You give a short description of your product with an order link, and hope for a sale.
Too often, the sales don’t come, at least not enough to keep the business’ doors open. It’s all done straight by the book… the bland book:
- Boring advertising
- No “what’s in it for me” explanation
- No teaser bullet-point
- No strong claims made
- No strong risk-reversal (stressing guarantee)
- No motivation for acting now
To some people, “boring and bland” is synonymous with “ethical”. By not understanding the huge hurdles that need to be overcome in order to make a sale to a new customer as a previously unknown business, that they follow institutional advertising thinking that will be enough.
The problem is that institutional advertising works to some degree because of the institution. A large company with a long history of satisfactory products and services doesn’t have to work as hard for the sale, because their reputation precedes them. You, as the newcomer to the marketplace, don’t have that luxury.
Direct-response marketing expert Dan Kennedy said, “If your advertising doesn’t embarrass you, you’re not pushing hard enough”. (That’s not an exact quote)
While I don’t completely agree with that (I’ve marketed plenty of products without embarrassing myself), the concept is important: Be willing to step outside of your comfort zone. It’s not unethical to be passionate about your product. Show your passion.
(To be continued)
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About Tim Gross Tim Gross is an online marketing consultant, direct response copywriter, author, and video training developer. For the latest free training videos, free advice, and additional resources, subscribe now at http://InternetMarketingCourse.com or at his blog http://TimGross.com |
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