Why One-Size-Fits-All Marketing is a BIG Mistake

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You’ve been in business long enough to have a pretty good feel for your customers and you think you know just what prospects need to hear in order to buy from you. But how do you know you have the right message for the right prospect?

Have you ever asked your customers why they buy from you? If you truly know what prompted your existing customers to buy from you, and you have data to prove it, you’re way ahead of your competitors. If you’re like most, however, you’re taking your best guess about why they became customers, which may or may not be accurate. Making assumptions about what made them customers is a huge mistake because you see things from the seller’s perspective. Instead, you need to put yourself in customers’ shoes by hearing from them directly what made you stand apart when they chose you.

And what about all those prospects who didn’t buy from you? Do you really know why they didn’t? If you did, you would have a huge new pool of prospects just waiting for you to say the magic words that would convert them into customers. Wouldn’t it be great to know what it would take to make that happen?

The problem is you probably are thinking all prospects are the same and that they are all at the same decision point. In reality, they are all over the map ranging from no interest to ready to buy and everything in between. Picking a one-size-fits-all message and tossing it out to the masses without considering where your prospects are in the buying process is like throwing mud at the wall to see what sticks. It’s a trial-and-error approach and a colossal waste of money.

Of course, if you throw enough advertising at prospects, you will have some degree of success. But that’s a pricey way to gain customers. Before throwing away precious capital in a high stakes guessing game, it’s a lot more cost effective to first find out what matters to your prospects—both those who are ready to buy and those who aren’t.

Once you discover the various reasons people buy from you, you can develop messages that appeal to them and create offers that close more sales with those who are ready to buy. At the same time, if you understand what prospects who are not quite ready to take the plunge need to move from no interest, or some interest, closer to a decision to buy, you can develop the advertising to keep them moving toward becoming customers.

The saying that knowledge is power Is every bit as applicable to marketing as it is to anything else. So talk to customers and prospects and find out what matters to them because victory is reserved for the seller who knows and satisfies both.

—Kevin Herring


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