Convince people to swallow the red pill and your business will grow. I’m not suggesting that you become Walter White from Breaking Bad, rather to inspire a shift of awareness in your prospects that leads to the selection of your services. When somebody is ready to purchase, the status quo is your enemy unless they are already your client. Help prospects see the world differently, open their minds to the possibility of a future with your services and illustrate the superiority of that future.
The Red Pill or The Blue Pill…
In the movie The Matrix, Morpheus presents Neo with a choice. Take the red pill and the world changes, take the blue pill and embrace the status quo. People purchasing make a similar selection. The blue pill is a known solution; personally, through recommendations of trusted people, advertising conditioning, etc. If they buy blue they minimize their risk, generally know what they are getting and feel comfortable.
The red pill is what you need them to select. Your service is the red pill. Your marketing must inspire people to select the red pill. Open their eyes to the possibilities of life with your services and an improved future as a result and overcome their resistance to try a new solution.
The status quo is alluring in a lazy way. Your mission is to create crystal clear marketing. You need to anticipate the answers to questions and present messages that make it clear that you understand what is needed and can deliver. Ideally; better, faster, or cheaper.
Know the value of your service from the point of view of a customer. What benefits does it provide? How are those benefits different or better? Be able to tell a prospect “what’s in it for them.” Make the language and message accessible, don’t make it a challenge to understand.
Make it clear why selecting you is better than the status quo. Let your uniqueness show and highlight your differentiators. Be clear on why your pricing is unbeatable in value delivered. Ensure your benefits are exactly what they need and no less. Don’t load your service with a kitchen sink worth of benefits that aren’t needed. Be targeted and don’t deliver features that people wouldn’t pay for if they were given a choice. Cluttered offerings aren’t good offerings.
Know your prospects. What circumstances do they find themselves in that is problematic such that your service is their ideal solution? This knowledge will let you target the right people at the right time with the right message. Blasting your message through a megaphone is ineffective. Targeting people that are in need of your solution with a clear message moves you closer to a sale.
Break the status quo that causes your prospects to avoid change. Clear and compelling messages delivered at the incisive time will make your marketing much more successful. Your client referrals will also rise because you’ve already told them what to expect and delivered on that promise. It’s now easy in turn for them to refer the appropriate people to you.
What do you find most challenging about marketing? Leave a comment below!