Nothing I’m doing is working and I can’t seem to figure out why I’m not getting business!!
This is what I often hear from frustrated business owners who are tired of failing and can’t seem to figure it out.
The solution is often to outsource your marketing or to copy what someone else is doing because they seem successful.
The problem with copying someone else is the fact that you don’t know their goals with the campaign or their long-term strategy. Without this, you can only play a short-term game until you need to switch to the next flavor of the week.
I call this shiny thing syndrome. People often bounce from one thing to the next based on what seems to be working when others do it or when a shiny new piece of technology comes out seemingly ready to solve all business problems.
The way you solve this problem is to take a step back and work to understand where you want your business to be in the next 30 days, 3/6/9/12 months and 2 years from now.
Once you figure this out find your best clients or customers who you would love to replicate. These are the people who have been customers or clients for years and years
With your long-term strategy in mind and your best clients at hand, you have what it take to create effective and compelling calls to action.
This is even more important right now with people being flooded with sales messages and bait and switch tactics all over the place to the point that the public doesn’t trust anyone who owns a business or sells products or services and it goes against the new algorithm set forth by Facebook.
If you’re on Facebook advertising (and you most likely should be) it’s incredibly important to produce compelling content that creates an emotional bond with your customers.
This content should follow the pillars of great content that I often talk about:
- Motivation
- Education
- Make people laugh
Why? Because Facebook is obsessed with people on their platform having a great experience and not being bombarded with brands trying to sell shit all over the place and you can’t blame them because without people they have no platform.
Now let’s rewind back to when we talk about building a list of your best clients or customers.
Take that list and use it to poll them about their experience. You need to ask them the specific reasons they came to see you and the specific reasons they keep coming back.
Something like:
- Why did you choose us?
- How did you feel when you were looking for a solution before you purchased?
- How do you feel now?
- Why do you keep coming back?
This works best in person and typically generates the most genuine results, but can also be done via email if you’re trying to do this at scale.
From this list of questions take the answers you get and compile it into the call to action you need using the words they used to describe you.
You can literally use their exact words and phrases to build this as you’ve obtained social proof and the why behind why people love you straight from them.
This is even better on video. Get a decent mic (the Rode Lav + os a great starter lapel mic) and record their responses, add a bit of music and you’ve got a winning call to action.
When it comes down to it you really need to understand how stories come into play in your marketing. They create an atmosphere to where you can build social proof and keep people engaged and creating a feeling of “that’s just like me” from them.
Go out and get this started! Just reading won’t do it for you! I’d love to see what you create!
