First things first: If you haven’t checked out this article about Why Mass Marketing Is A Scam And What You Should Do Instead you probably want to start there. It’s worth it, trust me.
The best thing you can do to make the marketing for your business actually pay off is to craft and IGO.
An Irresistibly Good Offer
And here’s how to do that:
The Deadly Mistake Everyone Does When Crafting Offers
Let’s say we run a marketing agency and we need to craft a good offer to attract clients.
Most business owners will come up with a variation of these:
‘Call us today for excellent customer service and cheap pricing’
or
‘We’ve been in business for 10+ years and we’re experts in marketing’
or
‘We know how to handle your ads for you and we have done this for hundreds of other customers’
Look around you for a second and you’ll see this type of marketing EVERYWHERE.
It sounds good in theory, but here’s the major problem with it:
It’s B-O-R-I-N-G.
Generic.
Doesn’t stand out at all.
Doesn’t get your prospect’s blood running like crazy.
Now you might be asking..
“How do you know that?”
Because it’s vague and the competition can say the exact same thing.
The 1st Element Of Your IGO
Whenever I tell people that ‘being boring’ is a serious marketing problem they usually start thinking about ways to make their stuff outrageous.
Lasershows, confetti, airhorn noises, maybe also throw a grenade launcher in there for good measure.
But that’s not what I mean at all. (Please don’t do the above)
Here’s the thing:
Oil changes are very boring to me.
But if my car is shouting at me that it’s almost time to get my oil changed by showing me that blinking orange light…
All of a sudden it jumps to the top of my list of things that are interesting.
I start looking for oil changes in my area and what do I see?
‘Changing your oil is important and good for the engine’
‘$150 oil change. Book here’
‘Protect your engine, change your oil today’
All of that stuff doesn’t cut it.
Because it doesn’t get into MY world.
The world of your customer.
And you know what my main question is about this oil change thing?
“How long is this going to take?”.
So if you want to make it interesting and worthwhile for me you’ll have to come up with something like:
‘Book your 15 minute oil change online. No waiting in line, no delaying, we’ll get it fixed in no-time’
That’s a great start for an offer.
It’s not an IGO yet… But at least we’re making progress.
You don’t fix ‘the B.O.R.I.N.G problem’ by being outrageous.
You fix ‘the B.O.R.I.N.G problem’ by thinking about your customer, stepping into his world, entering the conversation by addressing exactly what he needs and wants to hear.
That’s only one element though.
A great IGO usually has three, so we still have two more to go.
And we’ll talk about those in the next article in this series.
Talk soon,
Tony
P.S. Want to know how I would implement a solid IGO in your business?
Get in touch with my agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too.
No hard selling, no pressure, no annoying sales tactics.
Sounds good? Then fill out this form here.
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