I’ve got a major challenge for you. I want you to overhaul your marketing budget.
First, where are you spending your promotion dollars? Do you allocate your budget to trade shows, brochures, your website, search engine marketing (SEM), PR, print ads (Newspaper or Magazine), direct mail, social media, etc?
Take a look at everything you’re doing to promote your business and slash the total budget by twenty percent (20%). No matter what you are selling and where you’re selling it, I guarantee that you won’t miss it. And here’s why …
Spend Less on Marketing
Ninety-six percent (96%) of the people, who see your message right now, don’t get it anyway. In all likelihood, you’re spending thousands of dollars each year on sales and marketing materials and the vast majority of your prospects don’t understand your message – so they can’t possibly recall it and buy from you.
But with the money you’ve just saved, let’s change all of that right now.
Let’s take a few minutes to re-engineer your message. Why? Because this simple process can help you get through to customers and increase the likelihood of finally being understood.
The good news is it’s not going to cost you much to take a few minutes and create a marketing message that helps more prospects say “yes.” And if more leads say “yes”, the money you spend on marketing and sales will produce a much better return.
Focus on Your Message
To prove my point, I’d like to make you an interesting hypothetical offer. I can either give you a) fifty dollars cash right now or b) a piece of paper where I will write the net present value of a five year annuity at a compound annual interest rate of 10%, adjusted for CPI.
1. Which of these sounds more appealing to you?
2. Which would you rather take right now?
3. Which of these can you take now, put in your wallet and spend it?
Unless you are one of few rare individuals who can calculate (in your head) the value of my second offer, I’m willing to bet you’d rather take the fifty dollars. And that makes a whole lot of sense, because everyone knows what fifty dollars is and what it’s worth. There’s nothing confusing about it, is there?
Would a 6-Year-Old Understand?
The decision-making part of your brain is not interested in working hard to figure out what my message means and what it’s worth. That part of your brain is looking for something that is tangible. And if you’re unsure about whether or not your marketing message is tangible, ask yourself “Would a 6-year-old understand it?”