Ep10 - The one thing your marketing has to do (Part 1)
Making sure your audience wants what you have to offer
There are a lot of things marketing can do, but there's just one thing it must do:
Your marketing has to present an offer that your audience wants (and is able) to buy
It sounds simple, but poorly crafted offers are one of the most common reasons for a lack of sales.
Many businesses are finding that offers that worked wonderfully before COVID are dying right now. Other businesses are seeing surprising surges in demand for offers that are suddenly ultra relevant.
In this 21-minute solo episode, Copyblogger Media's co-founder Sonia Simone talks about:
Figuring out what people want to spend money on now
What "sell the sizzle, not the steak" really means (it's never about providing less value)
Timing your offer so it's relevant and desirable
Avoiding the Broccoli Ice Cream problem
Balancing short-term pandemic messaging with your long-term mission
This episode is part one of a two-part session. Join us next time when Sonia talks with Heather Thorkelson about specific examples of businesses making adjustments to get the right offers to the right buyers.
This episode sponsored by the Slow Business Adventure. You can check out their free digital magazine here: Slow Business Fix
Sonia's Copyblogger post on the elements of an appealing offer
Sonia's Copyblogger post on emotional benefits in your marketing
Sonia also recommends The Sleep School as a particularly good mindfulness course. It's intended for insomnia, but it's also excellent for managing many different kinds of stress, or simply becoming more balanced and mindful.
Note: This episode contains no affiliate promotions