Crafting Razor-Sharp Messages that Cut Through the Clutter.

Now, when we talk about marketing, there is a lot of misinformation out there about the do’s and don’ts. One of them says a thing and the other comes out with another thing contradicting his point.

It goes on and on and on.

Among all of that, imagine how many marketing messages we see daily on average. We are bombarded with them. It’s everywhere. It never ends. 

It’s an onslaught of message after message…….

If you want your message to be seen, your marketing has to cut through that clutter. 

And that’s not an easy task. 

How do you do that? 

Let me give you an example;

If you look at any business, let's say a real estate agent. 

Every real estate agent’s ad is either about themselves or their name.

Or they might say, call us for a free evaluation of your home.

Call us to book an appointment and get an evaluation for free; They are basically saying, we’ll walk through your house, invade your privacy and tell you your evaluation.

Everyone does this.

It’s all the same because, logically you would assume over the course of 50 years, things would change or evolve right? 

But in actuality, what we’re seeing is when someone comes into the business, who understandably doesn’t know a whole lot about marketing because they’re into their business model, but they’re not into marketing. 

And this is the same for every business, by the way. 

They’re a dentist, florist, or restaurant owner, they are good at what they do…… They are not marketers, so when they come into a business.

They don’t really know what they’re dealing with.

So they end up doing roughly the same as someone else. They look around and think well they’re doing it, they’re doing it.

Apparently, this is the way we do it in this business. So let me do the same thing. 

Maybe they make some minuscule changes. 

Usually, they are not improvements. This is why everyone says the same thing in every industry.

How do you cut through that?

Here’s what I recommend you do:

1. Don’t say the exact same thing that all competitors say.

2. Say something that makes the prospect sit up, that makes them, oh wow, this is interesting.

Probably your best chance is making it clear that you understand them.   

Ex: If you are a chiropractor, probably the best headline is. Does your neck hurt? Does your back hurt?

Something like that, because that is what the prospect is experiencing. This is what they want to fix.

You focus on their problem, when you ask them about their problem, you have their attention.

Now you can build on that and let them know that you understand what it is that they are struggling with and you can help them out.

But first, you have to get their attention. 

Talk to your most likely customer. 

Also not only does everyone say roughly the same, because they have no better ideas, but it's also because they don’t want to piss anyone off. 

They don't want to turn anyone away. 

Let’s say you sell blow torches; on average, men buy blow torches. Someone might come out and say, maybe a woman is buying it as a gift. 

Yeah maybe, but who cares? 

We need to talk to our target audience. And the woman who will buy it as a present will probably buy it for a man.

So she won’t be offended if we use language directed towards men.

We’re gonna focus on the people that we can reach because you reach people to the extent that you turn other people away. 

Don’t be afraid of doing that.

You certainly don't have to piss people off, but you are very free to talk to your most likely customer. 

You cut through the clutter that way.  

If you are willing to sell to everyone, you're selling to no one. 

You make zero impact. Make sure you have an impact, you need it.  

If you're curious about how we can implement this strategy specifically for your business, get in touch with us:

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