What makes one marketing approach drive a business through the roof, while another just sputters along?

There’s dozens of factors.

In this case, consider just that – your approach.

How does most of your marketing go?

Do you start talking about your company, product, service, features, or benefits right away?

Don’t prospects need to know all that stuff?

They do.

But, you haven’t started where they’re at emotionally at this point. They’re interested in features and benefits, but they want to know something else first.

What Prospects Really Want From You Right Away 

Before prospects want to learn about the features and benefits of your product or service, they first want to know if you understand their problem.

Think about it logically.

Something’s going wrong at your prospect’s business or in their personal life. If they’re a consumer, maybe they have too many shoes strewn about in their entryway. If they’re a business owner, maybe they can’t hang on to employees very long.

Those are two pressing problems.

Naturally, the homeowner and the business owner start considering solutions once the problem gets bad enough.

For the consumer, maybe the wife trips on a pair of the shoes for the 10th time, gets angry, and says it’s time to find a shoe rack. For the business owner, maybe the mental stress of not being able to retain employees has finally become irritating enough.

In both cases, each person now searches for the solution.

As They Search, This Happens…

Most companies will bombard the consumer and business owner with messages about their product’s and service’s features and benefits. That’s the natural tendency in most marketing.

But, a smart business will talk about the consumer’s or business owner’s problem first. For the business owner, the marketing message may go something like this: “Finally, Hiring Software That Increases Employee Retention by 30%.”

Okay, you now have that business owner’s attention. “How do you do that?” they think. And then you can launch into discussion of the features and benefits you offer that solve your prospect’s problem.

The same goes for the consumer. A marketing message might be,”Tired of tripping over your shoes?” or it might say,”Missing yet another pair of shoes?”

And the natural solution would be a shoe rack that keeps shoes off the ground and organized.

That’s How Human Minds Work

Just like a piece of software, human minds work a specific way. It’s more complex than any piece of software. But once you understand that, and accept it as reality, you’ve made a far leap in the sophistication of your marketing.

And, the results will certainly follow.