Out with the Old – in with the New Marketing Strategy

Ever heard this in the marketing world….

• State the Problem
• Poke at it
• Show Solution

This strategy worked, and still does to some extent, but for me and the way I like to do business I don’t feel comfortable poking at someone’s problem, eliciting a fear or feeling of anxiety around the issue.

Here is another popular tactic: degrade the competition, point out their flaws, showcase their shortcomings. Popular in political campaigns and service based companies.

Again, not my style. I think there is enough business for everyone and prospects should have a choice. I don’t feel a need to put down our competitors to prop us up. I think it does just the opposite. As a consumer I tend to go with the company or person that they are putting down…or at the very least not use the one doing the negative talk.

Then there is the ‘new way’ = tell a story…everyone loves a story. Problem is much of the marketing these days has turned into entertainment rather than providing what we need….or a way to get what we need in order to see results. Many times the story does not bridge the gap to show me the relevancy and connection. Therefore the action is not apparent and my problem doesn’t find resolution.

Maybe we have to create a fusion of the old and the new way to be the most effective. Take the pieces from each of the past strategies and create a sustainable and optimal approach.

Here’s an idea…affirm and guide.

Let me explain.

People want to feel intelligent, like they have made good choices in the past and have the capability of doing so again. Listing their problems and poking at them certainly does not have this effect, but rather quite the opposite often.

Stories don’t make them feel smart either – it is not about them, they are not the primary character, you are. Their story has nothing to do with them being intelligent or making good decisions.

Instead we should spotlight the results and the solution and how engaging with the process and desire for the outcome AFFIRMS that they are intelligent, that they are capable, and that this would be a good choice.

The best motivation in the world is praise, making someone feel good about their decisions, their actions and themselves.

Reinforce that by them simply wanting the results you offer, they are all those things. Your messaging should show them that what they believe they want is valid, valuable and credible, and that you believe in it, and them, and can GUIDE them accordingly.

If you need them to adjust their beliefs and focus in order to invest in you, your products and services, then they need to know that you (1) believe they are intelligent and capable of good decisions, (2) clearly understand that you care about them and guiding them to success, (3) why your idea is worth their time – worth pursuing and caring about.

Here is what happens when you switch your marketing from focusing on their problem, poking at it, or telling your story. They start chasing you.

When you clearly show that you believe in them, their abilities, their desire to see change, and you show how much you care about the outcomes, and your deep belief that you can guide them there. They will follow.

Chasing them with negative propaganda about the other businesses that could provide for them, or bringing to light all the negative emotions and symptoms of their problem can backfire – and make them run the other way.

Here it is visually…

Old way: Attract/Made aware of you – poke, poke, poke – story, story, story – solution presented – ask for the sale

Newer way: Attract/Made aware of you – affirm their feelings and choices – show how you can guide them to their very valid desire for a solution – invite them in

OK, so, now, how to do that?

First – determine what about them wanting the solution you provide proves they are intelligent, capable, and would be a good decision. Now you have the verbiage to AFFIRM their beliefs, decisions, and feelings.

Second – determine why/how you can show that you care about their decision to engage in the process to see the results you provide. This provides you the marketing and talking points to show why going with you to GUIDE them is a good choice.

I know, doesn’t sound easy. It’s not.

But it works.

Not sure how to do this? That is OK. Reach out. Come to a HUDDLE and ask the community to toss ideas at you, tell you their thoughts and experiences with your industry, what they think and feel when it comes to what you provide.

The NBG Community is a research tool at your disposal. You get the answers you need, and they find out more about you and your business and how much you care about what you do. A true Win-Win!

Find a HUDDLE to attend here:  RSVP (Member only event but we LOVE guests! – click HERE to request to be a guest)

Get your questions ready to ask in the HUDDLE, grab a pen and paper and get ready to take notes…we will be a firehose of information to help you improve your marketing and grow your business.