Most Overlooked Element of Marketing Campaigns That’s Causing You to Lose Sales and How to Fix It | Ep. 105 | Business Podcast
Summary
A mediocre product or service with its marketing dialed in will outsell a great product with mediocre marketing.
I discuss the most overlooked element of marketing and marketing campaigns that is costing you sales and how to fix it.
Listen in and learn how to fix this mistake.
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Hello Friends. Welcome to the show. Today. We’re talking about the most often overlooked part of your marketing that is likely costing you tons of sales. Here we go. Welcome to build the business success secrets. The only podcast that provides straight talk for entrepreneurs whether you’re an entrepreneur starting with an idea or growing your business. This show is for you. We’ll teach you how to build a strong mindset, powerful body and profitable business so you can achieve success. And here’s your host, Brandon. See White, there’s several elements when we’re putting together a marketing campaign that are really important.
We have our value statement. So that’s something that we’ve come up with that describes what problem we’re solving for customers and why they should pay us for solving that problem for them. Then we have our brand identity that sort of sits up at 30,000 ft that defines our company and ultimately flows down into each of our products or services. And then we have the product itself or service itself that we’re currently marketing to people, but one of the most overlooked parts of our marketing, these copyrighting. So think about it. We have the creative we need to come up with an image or something that catches attention.
A picture of drawing whatever that is. Then we have the sales funnel steps. I’m mainly talking about marketing online, but this applies to ads in print. If you still do that, you’ve got to figure out how to get someone to a place where they can purchase your product. If it’s online, we’re likely going to drive them to one of two places, our website, hopefully the actual product or services page or a phone number to call us. But what makes all of this happen and what makes a person stop scrolling or looking at your banner ad?
If you’re still doing banner heads or whatever that is, is the copy and we overlook that. And here’s the thing, most marketing people who you may pay to place your ads to run your facebook ads to run your instagram ads to do your google ads. If you’re advertising on amazon anywhere, youtube ads, whatever they are, most likely is not a copywriter. And writing copy is an art, it’s a science and an art actually unto itself. If you don’t have that copyright, then you’re probably missing out on tons of sales, what can you do to either find a copywriter or get good at copyrighting?
And I’m going to suggest to you that you should at least get familiar with copyrighting because finding good copywriters is really, really hard. I’ve struggled to find copywriters and ultimately write my own copy now, mainly because I know my product the best, and I just haven’t found a person that is as good as I’m looking for. And ultimately, the really good copywriters, they’re actually writing for themselves because they know how to write copy and get people to buy things.
So let me give you some examples and one of the examples and I encourage you to do this, you can j Peterman catalog. If anybody is a Seinfeld fan out there knows the J Peterman catalog, but J Peterman catalog, the early catalogs where print catalogs that I’m talking about eighties nineties. And if you think about it, they had to print a catalogue and get a person to purchase from this catalog. And that’s hard. But here’s an example. So you can buy these catalogs if you go on Ebay and go back and I buy them all the time.
I’m looking at one right now from christmas of 1993 owner’s manual number 26. A And I want to read you something just to give you an idea of what really good copyrighting about a product or service can do and how it can make you feel. These are for the fort Knox sunglasses for combat pilots. There are moments when distance and depth of field judgments, undistorted color value relationships, U. V. A. N. B. An infrared filtration glare and hes suppression and other factors can be a matter of life and death Strolling along Rodeo Drive in your $250 designer sunglasses. These factors are not perhaps a matter of life and death. Good thing.
They’re not disturbing instances of expensive supposedly reputable sunglasses failing to adequately filter harmful. UV radiation are not rare nor the converse $5 sunglasses that test far better than the $250 kind. The problem is how do you know which is which you don’t, That’s what we like about these. They meet all 26 pages of specifications for the U. S. Military use by pilots. They are made by Randolph engineering who supplies the U. S. Air Force. They don’t cost $250 or $125 or even $75. They cost $48. You can buy them from us or at a PX at Fort Knox. Either way you can stop worrying. You’ve got the best price $48.
That is a compelling ad and that just doesn’t happen. By coincidence, this is a skill. I want to give you another one from my, I used to use mole skin. If you didn’t catch the episode, you can catch the episode from last week where I talk about why I gave up my moleskine notebook and what I switched to, but here’s the mole skin and this is just a little thing that used to come in the moleskine notebooks that I saved most skin is a brand that identifies a family of pneumatic objects, notebooks, diaries, bags, tools for writing and reading, designed for modern people on the go, flexible and brilliantly simple tools for use in both everyday and extraordinary circumstances, ultimately becoming an integral part of our personality.
Now, that is a well written piece of copy. So you’ve got to get good at copy because if you can write like that, you can compel people that you are solving a problem for them and get them to buy your product. My advice is to go out and start looking at ads and really look at the copy. I actually look at copy in magazines because and I still get print magazines, mainly because a print ad is just this incredible thing because you have to get this person to go from this print thing to either a phone to call, which isn’t super hard, but it’s still a shift or the internet. People carry obviously their phones all the time now.
So you have access to a phone number or your phone to call someone or the internet, which makes it easy. But still it’s a shift. So if they can get someone to do that then that’s really incredible. And there’s some great things out there. I read popular mechanics because I like the cool stuff in there but they still write long one page copy adds that compel people to buy the buck knife or whatever it is. I saw something else the other day. They’re still selling this weed tiller thing. I think I’ve seen it since a kid but it’s got to you got to ask this question.
They’re still doing it, They must still be selling it and making money or they wouldn’t be running ads for 20 years. Check those, you can get J Peterman catalog or any old catalog that had to sell and didn’t have the Internet available and basically had to either convert someone to fill out a form or call. You’re going to find some great copy, some great copy writers that you can look up on the internet and study Gary Halbert.
He’s one of the most famous, if not the most famous, depending who you ask in the copyrighting field there’s Claude Hopkins, there’s david ogilvy, there’s john capers and there’s robert collier and there’s a host of other well known copywriters. But those will get you started and start writing copy. I really do encourage you to get familiar with it if you’re so inclined actually start writing your own copy mainly because as small medium sized businesses we know our products and services pretty much better than anyone.
And candidly if you do find a good copywriter out there which there are a few but they are super hard to find and they are super expensive. So when you talk to start talking about cost per word, they’re going to cost you an arm and leg. I’m not saying that they’re not worth it. They can be worth it because they can be the difference between sale and no sale. However, you’ve got to figure out what the price of your product and services and start running your marketing math or marketing financials to make sure that you have an R. Rely on there. It’s not this isn’t rocket science but it will take you some time to get good at it, but the way to get good at it and at least the way to recognize good copyrighting.
If you decide that you’re not going to do it yourself and you’re gonna hire someone is to start reading all of these ads so that you can recognize it. Put all these tips and tricks into action and start improving your copyrighting so you can get more sales. Thanks for being generous with your time and joining us for this episode of build a business success secrets. Before we go, Let me ask you a quick question.
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