What To Do When People Aren’t Buying

The huge sea change of marketing a business is well and truly upon us.  What used to make people buy in a frenzy, today has people yawning, reaching for the delete button, “unfriending,” and changing channels. Simply put, people aren’t buying the same way they used to.  I’ve noticed a big difference in even the last few years, which is just another reason it’s essential you stay on top of your marketing with fresh ad copy, fresh offers, fresh content.  There’s no such thing as set and forget!

Today’s emerging new economy consumer is far pickier, far more suspicious and far more nervous to part with their hard earned cash. Understandably so.  We’re in the trust damaged and post recession world.

If you’re struggling with getting more clients, then here are 5 valuable marketing tips to help you get things cranking again.

1. Is your message getting lost in translation?  You might be surprised to discover that a large number of your prospects are simply not buying from you because they don’t fully understand what you do or, most importantly, how it benefits them.  A rewrite of your value proposition and companies core messaging (to answer questions like “Why should I do business with you versus any and every other business out there?”) – will do wonders for your business.  Clarity is everything.  But a clear message worded in such a way that deeply resonates with your target market is magnetic.  If your business hasn’t got your messaging perfected then it doesn’t matter what media you use and what market you choose – people aren’t going to buy like they should.
2.  Are you following up?  C’mon now, really? Out of all the hundreds of companies I’ve written copy for, coached or consulted with, I can count on four fingers the number of businesses that had a robust follow up process for those people who said no.  Remember that old adage that people don’t care what you know until they know how much you care?  Couldn’t be more true in the new economy.  The more steps, and the more media your follow up encompasses, the more effective it’ll be.
3. Make ‘em an offer they can’t refuse.  Most times people decide NOT to buy not because something is too expensive, but because they’re scared they’ll be stuck with a lemon. One of the secrets to getting people to buy is to make it easier for them to say yes than no.
4. Hold a focus group of your top clients and find out if what you think is important to them really still is.  Get your finger on the pulse of the people you’re marketing to.  Dive into the trenches with them.  Go hang out at their offices for a day.  Read what they read.  Join the groups they join.When writing copy or marketing a business, I spend at least 50% of my time digging around the target market, researching it in depth and getting my thinking in line with theirs.
5. Write a great sales letter.  If people aren’t buying, maybe it’s because your sales pitch hasn’t hit the right note, or maybe your message isn’t reaching enough people.  The great, late copywriter Gary Halbert said that there’s no problem that can’t be fixed by a great sales letter.  It’s very true.  A well-written sales letter has been the tipping point for many businesses (just ask the Wall St Journal who used the same sales letter for 28 years and earned more than a billion dollars with it).

The bottom line is ­– if your prospects aren’t buying, it’s your marketing that needs work.  Sometimes just a fine tune is all that’s needed.  Other times it’s a complete overhaul.  Remember – your prospects are going to buy from someone so make sure it’s you!