How many times have you made a new marketing (or advertising) investment and ...

 

… just when you were certain the phone would start ringing … 

... or sales would roll in ...

Nothing happens?

Crickets.

Or, the response was nowhere near what you wanted. 

Scenarios like these are all too common -- especially these days. In fact, I’ve dealt with them too.

One thing you must understand is that today’s consumer is much more skeptical.

And rightfully so.

They’re constantly assaulted with hype and pitch-heavy promises. They’ve been hammered with all sorts of marketing funnels. They’re also eyeballs deep in information.

As a result, anything that even remotely smells, feels or sounds like a sales message gets ignored.

So how can you get around this problem?

Here are a few suggestions:

First, focus your promotional efforts on newsworthy angles or stories relevant to things your prospects are thinking about. 

In many cases, lofty promises aren’t attracting the attention they once did.

Also, today’s prospects don’t just need to trust you, they need to know -- with absolute certainty -- that what you offer will work for them.

So go heavy on proof specific to your target prospects. Keep in mind, this may require you to segment your audience so people get details specific to their situation.

And, finally, we’re now operating in what I call the “done-for-you economy.” 

Think about how many businesses --- in just last few years --- have popped up that cater to people who no longer want to do basic tasks ...

Seems like just about anything can be delivered these days. You can get complete meals, clean laundry and all your groceries dropped off at your door. 

Heck, you can even hire someone to put together your latest IKEA purchase, while you kick back from the comfort of your couch. 

More than ever, people prefer ease and convenience. (Or, said another way, people keep getting lazier.) 

So what’s this mean for you?

Well, think about how you can work a done-for-you aspect into your offers. As I mentioned earlier, people already have too much how-to information.

They just want solutions now with as little effort as possible.

So if you can remove the effort from getting your prospects’ desired outcome, you should start seeing better responses.

Talk soon,
Tom