Dear owner of a small business: I got it. You're not good at marketing. Your business is what you do, and if you weren't attempting to sell something, you wouldn't even consider marketing. So, while you're out there juggling all the roles required to launch and expand a small business, allow me to share the A #1, top, most crucial marketing rule with you.
A confused mind will always object.
This is something that my first business mentor taught me, but it actually goes well beyond sales. There isn't a single aspect of life that this doesn't relate to, in my opinion. Now, stop for a moment and consider it. You probably can't recall a circumstance in which you were uncertain but ready to move on despite not having all the information. Right? Humans frequently pause and review their actions when they are perplexed. They begin to question the rationality of their current course. They frequently take a step back and may even put off the current work for later thought. This is the death knell for sales.
If your firm began as a storefront operation, you may feel somewhat distanced from this reality. Customers can ask inquiries in person, providing you the chance to clear up any misunderstandings without even realising it. When conducting business online, you aren't given that chance, thus it is crucial to spot and clear up any doubt that may be present in your clients' minds as they browse your website or advertisement.
Consider it this way: When you sell anything online, you are essentially asking clients to provide you with their protected payment and contact information while placing all of your faith in your ability to uphold your half of the bargain. That is too much to ask! You would scold a total stranger if they approached you and demanded this information. A customer must have faith in you to deliver in addition to wanting what you're selling. You've already lost the business if they look at your advertisement or website and say, "Huh?"
As well as Don'ts
- Never consider your website to be more significant than your advertisements or postings on social media. Everything you write reflects on your company, and the "purchase" page is equally as crucial as the first contact.
- Avoid making grammatical and spelling mistakes. Buyers may see careless errors as a lack of sincerity or attention to detail, which might be interpreted as a weak work ethic.
- Never presume that someone knows something. Make it obvious if there are options, taxes, or shipping.
- Always be clear about your offer. Make sure to ALWAYS mention your company name and the products you're selling when you publish something on social media.
- Avoid overwhelming customers with too many choices, options, or exclusive terms.
- Do arrange your incredible variety of options in a method that won't intimidate first-time buyers.
- Do not be concerned about repetition. In an advertisement, for instance, there is obviously no need to reiterate yourself, but you never know how people may find you. Every piece of content you create ought to mention your company name and what you're offering.
- Do use your own voice, but be sure to edit for clarity. You want to be able to clearly see your sense of style, but not at the sacrifice of readability.
- Don't release your initial draught. Write it down, set it aside, and then return to it. Once you've given anything some time to sit, you can always find a way to make it better.
- Do have someone else review it. Not everything that makes sense to you will make sense to everyone else. Have someone read it through and ask them if they have any further questions.
The Field of Marketing Is Specialized
Keep in mind that marketing is a specialised area. The science of selling has been studied and perfected over countless hours and dollars. Without spending the effort to study it yourself, you cannot be expected to master it. I am ready and willing to help all kinds of small enterprises realise their goals if you require my assistance.
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