As a local business, you want to be the most desirable destination for the market in your region. This isn’t the easiest thing to do, but it can be done when you understand what influences people.
And it’s not as hard as you might think. All it takes is to make sure your marketing includes these two elements I am about to go through.
Understand This… Your Audience Cannot Read Your Mind
If it’s not clear what your audience should do after they read your ad, they won’t become a customer.
Unlike Dior perfume ads that focus on brand awareness, you can’t afford to feature a supermodel strutting through a French palace, and the only word she says is, J’adore.
It’s too vague and confusing… and confusion leads to inaction from your audience.
People don’t really care about who you are, they care about the solution you provide.
So you need to be the director of your audience with a clear goal in mind.
Your ad must have an offer, and it has to request an action from your audience.
Watch this to learn more.
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Which brings me to my next point, and another key element that will help you win clients.
Be Careful What You Ask For
There are two types of customers that you must be aware of.
There are the ones that are actively looking for what you are offering.
Then there are the ones that might be interested, but aren’t quite ready yet.
It’s like this.
Let’s say you’re a guy and know this beautiful girl, but you’ve always been too nervous to talk to her. She’s wife material, you want to marry this girl.
Now, you don’t know it yet, but she’s attracted to you as well, you’re the type of guy she wants to be with.
You muster up the courage to approach her for the first time. Do you:
a) ask her to marry you?
or
b) ask for her number, and to grab a coffee so you can get to know each other?
Well, it’s a little bit presumptuous to ask a girl to marry you on a first date, let alone a first conversation. You will scare her off!
Even if, deep down, you are the perfect match.
You have to build some sort of relationship before you can even consider that.
So it’s obviously b) then. And whatever you ask her to do, the offer has to be easy for her to say yes to.
Take One Step At A Time
The same rule applies with your marketing. Especially when we’re trying to influence the section of your audience that isn’t ready to become a customer yet.
The barrier between, you asking them something, and them actually doing it, needs to be low.
Let’s say my offer is, “if you like this, jump on a 30 minute zoom call with me.”
If you’re seeing this for the first time, that’s a big ask! To dedicate half an hour of your time to a stranger… you’ve got things to do!
So we see here that the barrier to accepting the offer is high.
But let’s say my offer is, “if you’d like to learn more, click the link below to watch this 3 minute video.”
Much easier! The barrier to accepting the offer is pretty low here.
If they are seeing your business for the first time, they don’t know you. So, you need to show them that you are capable of improving their life first. That you have some value to offer.
Warm them up before taking the next step.
When they get to the end of the video, THEN you might ask them to submit their email.
And when they submit their email, you can now contact them directly, knowing they’ve seen your ad AND watched your video.
Even if some of your audience is ready to be a customer from the first moment, they will still follow the sequence of events to become a customer, and you won’t lose the portion of your audience that is still thinking about it.
So be sure to always have a goal with every ad. Make an offer, ask your audience to respond with a clear instruction, and make sure you aren’t asking too much of them.
You will start to build a relationship with your audience, and you will go on to attract way more customers than your competition.
Hope this got you thinking of some ideas for your next ad campaign. And if you want help with that, click the button below to let us know, and we’ll get in touch with you.
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