Can you believe I got this as a gift? Yes I’m a Star Wars fan but… I would never wear this.
I know some people would but you see, I’m more of an internal Star Wars fan, I wear my ugly sweaters on the inside. On the outside I wear mostly single color shirts without any graphics at all, stripes are a huge departure for me, much less such a busy fanboy sweater like this.
Thanks But No Thanks
I can’t blame the gifter. It’s the thought that counts right?
Sometime’s it’s tough to get someone the right gift, especially if all you know about them is just one thing.
Us marketers do this all the time though. We charge in knowing only the demographics of a group and make assumptions for the rest. That could work if you have an unlimited budget and just about as much time but that’s never the case.
Know Better
The better you know someone the bigger the impact you can have on them. There’s no magic there, simply by being on point with who they are and what they like and believe will cause your messages to resonate with them.
Messages that are aligned to desires and beliefs will have a greater influence over someone, because you’re increasing the relevancy of the message.
In todays wiz-bang marketing world, machine learning is promising this without any human work. That may work for an efficient bid based cost per click advertisement but not so much when measured against impact and insight and an actual sale.
Messages that are more relevant will always have a higher impact overall. This goes well beyond just simply matching key words from one click to another.
What’s missing from that equation is belief…
Messages that are aligned to our beliefs will have greater influence on long term value and more immediate sales.
The key lies in finding the impact.
How To Uncover The Impact
One method we use to uncover the desires and beliefs of an audience is to conduct open ended surveys with two different traffic groups, your buyers and your non-buyers.
Having these surveys be open ended gives you the opportunity to find the gold. Rather than pigeon holing them into a multiple choice answer it opens it up to anything they might think of. And often times our customers see things from a very different perspective than we ever could.
In one open ended survey we conducted for a natural supplement product we found that there was one sentence from one testimonial that was hurting sales. Once we removed it we saw sales increase. But we would have never thought that part of the testimonial was causing people to NOT buy. In fact when we read it we thought the opposite.
The testimonial stated that he knew the supplement really worked because when he ran out he could feel the difference without it. We interpreted that as a really strong proof point but we got several people answer our survey that proved the opposite. The concern we missed and found through open ended surveys was that prospects saw that as the supplement being addicting, which was a negative and caused lost sales for several people that took the time to complete the survey and share that. Which means there are more that simply did not voice their opinion.
The Better You Know Your Prospect The More Impact You’ll Have
In order to develop creative and messaging that resonates with an audience, you have to understand their personal motivators, beliefs and trust drivers. And when it comes to selling online, no matter how much you know about the demographics and psychographics of your prospect, you can never get it exactly on target right out of the gat in version one. This is why research into the customer and iterative split testing are so important to increasing revenue. And that is why we A/B test.
There Are Three Funnels Every Health Supplement Business Needs To Build A Multi-Million Dollar Empire…
The problem is most dietary supplement companies only have one funnel. Through our work in the online health space, we’ve had the opportunity to observe hundreds of health businesses. What we’ve uncovered are the three critical funnels that each work together that make the difference between the average supplement company just selling on Amazon and a multi-million dollar health empire and compiled our findings in the book below. Click here to get the ebook delivered right to your email for FREE.
