More Reasons Marketing Campaigns Fail
Trust me guys, this is gonna be some stuff that brings marketing, like, into focus for you. When if first learned about what I'm about to teach you, my mind was blown and I saw the light. (audience laughing) That is how I feel about this segment. But first, we need to revisit this poor dude. (audience laughing) This might be my new favorite stock photo (laughs). (audience laughing) So we've already talked about, you know, the fact of life that sometimes marketing campaigns fail. And there are all sorts of reasons that marketing campaigns fail that do not include you sucking at marketing or marketing being icky or that everyone hates you. We looked at some real legitimate reasons that marketing campaigns fail and some of those reasons then turn into things that you can do to fix your marketing campaigns before they ever break down. But I want to take a moment and look at it just a few more reasons that marketing campaigns fail. The first one being that the people who are paying attentio...
n, the people who are on your email list, the people who've liked your Facebook page, the people at the presentation that you're doing, they don't actually know why they need the product or service that you're selling. Or, they just don't. In other words, you're talking to people who are interested in you or interested in your brand or interested in the headline that you've put on your webinar page, but that doesn't actually tell them anything or tell you anything about what they really need or what they're really looking for. That's a big reason marketing campaigns fail, because we put so much emphasis on grabbing people's attention or getting them to take some action, getting them to take a quiz, getting them to sign up for your list, getting them to sign up for a webinar, but we don't actually think about how that connects to the product or service that we're selling. Another reason is that not enough people are paying attention. In other words you haven't gone out and actually built up the audience and then the leads and then the prospects that you need to make your marketing campaign a success. And the reason they aren't paying attention is because they don't recognize what you're selling or what you're marketing as what they need. So again, very similar. It's this disconnect that happens between the people who are paying attention and what you're actually saying. Also, they aren't motivated to buy. We've talked about this one a little bit already but I wanted to throw it back in there again. They don't feel a sense of urgency, they aren't motivated to buy, again they don't see how what they're problem is is the problem that you're solving. So they end up putting it off. They think it sounds great or they think it's something they need out into the future but they're not interested right now. And then what they believe is their problem is not what you believe is their problem. Now, this one happens all the time. In fact, I was noticing in the member chat at CoCommercial some people were saying, "this is my problem. What I'm selling is not what people think that they need." We're about to solve that problem once and for all (laughs). (audience murmurs) Very excited. This is why I get so excited about this topic. So when you think the customer's problem is different than the problem they think they have, you can't agree on a solution. And if you can't agree on a solution, they're never going to buy the solution you're trying to give them because that's not the solution they think they want. And then finally, you don't have content marketing to bridge those gaps. And so not only are we gonna talk about the conceptual level of customer awareness and helping them connect the dots between what they think they need, what they're aware of, what they're in pain around, what they're problem is, and what you're actually selling, but we're gonna talk specifically how to use content marketing to bring those two things together and bring them into alignment, to connect them, once and for all. Lacey's gonna help us out with that. And, you know, this is something that all of us can use in our businesses cause we're all doing content marketing at this point. Whether you're a billion dollar brand, or a 4 figure brand, you're doing content marketing in today's market. That's how brands are reaching more people. So we're gonna talk about not just, you know, if you build it they will come kind of content marketing, we're gonna talk about really useful content marketing that bridges the gap between what you say you're offering, what you're really offering, and what your customers really think they need. Now, here's the crux of this particular issue. Good prospects. People you wanna work with. Those great potential customers who just don't get it. Well, they think about the same problem in different ways. In other words, there are people in your audience, there are people in your email list, there are people that you're in front of on a daily basis, who approach the exact same problem from a different perspective. They have a different way of talking about it, they have a different way of thinking about it, and if you're only marketing to one of those perspectives, you're actually only hitting in a very, very, very small part of your marketing. The more of these different perspectives you can take, the more you can use to your advantage with your content marketing, the better your campaign will do, the more people will be attracted to your brand and attracted to your message. And also, the more people will realize that the problem that they had is the problem that you solve and are offering a solution to. So what we're about to do is essentially double, triple, quadruple, quintuple the amount of people you may be able to reach with ever single marketing campaign. And we're going to do that in a very orderly, very systematic way. It's very exciting (laughs). And what this really comes down to is actually meeting customers where they're at. What meeting customers where they're at really means is using all of the different perspectives that customers can have on the same problem, on the same solution, the same goal, the same question, to reach as many different people as you can with what they're already thinking about, where they're at. Now, like I said earlier, this is some next level stuff. I don't want that to be intimidating to you though. This is not hard. This is actually really awesome and I'm gonna break it down in a whole bunch of different ways, and by the end, again, I don't wanna talk it up too much, but I just think you're gonna be really excited about it (laughs). So, are you ready to dive into this? (audience murmurs) Alright, awesome.