It’s been said, “it’s not what you know. It’s who you know.” A semi-common response to that is, “it’s not who you know. It’s who knows you and how they know you.”
I agree more with the second version, and in regards to marketing, it’s amazingly accurate.
Someone might know you. But that doesn’t mean they like you or trust you. And those are the three of the four things marketing is about, getting people to know you, like you, trust you, and buy from you.
If any of the first three things are missing, they won’t buy what you sell. It’s that simple.
If someone doesn’t know you exist, they can’t buy from you. If that person doesn’t trust you, they won’t believe you will deliver on your promise. And if they don’t like you, they won’t want to hand you their money.
They need to know you, like you and trust you before they will buy from you.
In Upland, CA, there are gardeners and tree trimmers that throw notepads from trucks as they drive by in the hopes that you want to do business with them.
That is awful marketing!
The notepads get caught in bushes. A lousy throw means they get run over by car tires. They land on lawns and get watered by the sprinklers. Sometimes they are just ignored and left to rot on the sidewalk. They become trash.
Is this really how you want people to know you? Do you want to be known as the company that throws trash on people’s lawns?
Of course not.
But apparently, these gardeners and tree trimmers do. Or maybe they have no idea what’s happening to the notepads they throw out. They may think people pick them up immediately. But that’s not the truth.
My wife’s friend lives in Upland, and this is how I heard about this phenomenon. She said, “I will never do business with any of the companies that do this.” And I 100% believe her.
Why would she say this?
It makes perfect sense. As a tree trimmer or gardener, it’s your job to make people’s homes look aesthetically pleasing. And you’re advertising your services to people by making their homes look less attractive. Your marketing actions are opposite what your general business mission is.
Maybe they don’t think about it like that. But at the heart of both tree trimming and gardening is the cultivation of plants around a home. Their business is beauty. And their marketing is ugly. It causes a disconnect in people’s minds, and that disconnect causes distrust. It’s that simple.
So how do you get people who’ve never met you to trust you?
Your marketing has to line up with what people want and expect from you? You have to know what your business is about, I mean the real heart of it. Maybe these people think their business is mowing lawns. They’re wrong. Mowing lawns is what they do. It’s the service they provide. But the benefit they provide is a beautiful home with less of the homeowner’s time and effort.
People care about having a beautiful home. They want the upkeep to be easy. Both beauty and simplicity must be prominent in your marketing.
If the homeowner has to pick up after you, you’ve just trashed your reputation (pun intended).
Their marketing should appeal to those two aspects. Break either one, and you’ve broken the trust of your potential clients and customers, just like the gardeners in Upland did.
When you’re thinking about your marketing, you have to get to the heart of what you’re really offering. And odds are that your product or service isn’t it.
Think about beauty supplies. Are they selling hairspray and makeup? No. They sell beauty. They are all about the idea of romance and sex. And their beauty supplies will help you look your best so you can find the love you’ve been looking for. And one look at a beauty supply ad tells you they’re all about beauty. And quite possibly sex too.
Want another one?
Think about Lamborghini. They sell cars. Transportation. Right? Wrong. They sell status. You buy a Ford Fiesta if you need to get to the grocery store. You buy a Lamborghini when you want to be noticed, admired. You are willing to spend the price of a house on a car that will probably be junk in 10 years. Why? Because you want people to know that you’ve made it and you can afford the very best.
Does Lambo market to people who are broke? Do they market to weakness? No and no. They market to people who can afford their cars and want the power that influence and status provides.
So what do you sell?
What do you really sell? I mean what is it that people get as a benefits when they buy from you?
Put those in your marketing. Design your marketing around showing, no, proving your value in those areas.
Ask yourself a few questions. Really dig deep for the answers…
- Why do people buy from you?
- When they do buy, what are they really buying?
- What benefit are they getting from you?
Once you have those answered, think about these questions:
- How can I show that benefit?
- How can I prove it?
- What is my current marketing doing to reinforce those benefits?
- How is my recent marketing fighting against those benefits?
If you need a hand…
I have a free ebook coming out soon that’ll help you figure out what you sell. Stay tuned!