There used to be a time when ads had to be written with hyperbole. ‘Amazing,’ ‘Miraculous’ and ‘Spectacular’ made common appearances in old print ads, usually in large bold letters. Add to that a few more impressive, flowery phrases and an image of a person with a wide-mouthed smile, and the product was almost as good as sold.
Selling meant singing nothing but praises, and getting customers to buy was the only end point for marketing efforts.
And then… it changed. Over the years, sales and marketing have become quite sophisticated due in part to evolving consumer behaviors and expectations. Today’s customers are not as so easily wowed by “smoke and mirrors”. It is not enough that marketers say their product is the best. Even ‘New!’ doesn’t work as well any more. We live in an over-saturated — over-messaged – marketplace. Nothing is really new, and every trick in the book has already been tried and tested. Smoke and mirrors, flowery words and calls to action do nothing except annoy consumers and make them ignore the product being promoted in that way. Of course, direct marketing and hard sells live on in the world of infomercials – but fundamental brand advertising has changed.
Now, selling means providing solutions, and the end point of marketing is something much more long-lasting and substantial than simply getting a single sale.
Developing an effective value proposition is the first step to effective sales and marketing. The principle entails sending targeted messages rather than making broad sweeping promotions. Instead of “Buy this now,” it should be “Here’s what we can do for you.” Customers want the respect and autonomy to obtain products and services at their own leisure and according to their own considered criteria. They also like knowing what’s in it for them. Ask yourself: Would you buy something simply because someone told you to?
Building brand loyalty can be considered a much higher priority than making sales. Sporadic deals won’t get the company anywhere in the long run. With a loyal customer base, the company can build continued success. It is a win-win situation for both sides, as the customers will be getting what they want while the company can streamline their marketing efforts and focus their marketing budgets to yield greater ROI on dollars spent.
- Does your marketing speak to long term benefits?
- Does your messaging meet your best buyers in their language?
- Are you counting on tricks and clever words to close the deal?
