Written by: Vickie Sullivan | July 11, 2024
Why Your Marketing System Fails: The Critical Missing Piece
Often, people need help marketing their services. So, they hire a well-respected expert who provides them with a ton of great information, proven tactics, and scripts, and they begin their big marketing push. They follow the instructions to the letter, but nothing happens—no new buyers.
What happened?
The #1 reason such systematic marketing approaches don’t work has nothing to do with effort or talent. The real culprit is that the strategy used to implement them is off. Instead of standing out, you become part of the noise.
2 Reasons Why Your Marketing System Failed
Without the right message strategy, your efforts are doomed from the start. Here are two common problems people experience:
• Right idea, wrong audience. It’s easy to assume you know who your best buyers are based on the problem you solve. What is often left out of the equation is who else can solve that challenge. For example, if you focus on buyers who have cheaper options from which to choose, you’ll stand out in the initial round of interest but still won’t get the deal.
• Right time, wrong idea. Buyers don’t find your message compelling because of other things happening in the marketplace. A common example is that too many of your colleagues sound similar, making all of you look like one of many.
Message strategy isn’t clever wordplay. It requires a deep analysis of marketplace dynamics and a brutally honest look in the mirror. It involves using those reality checks to weigh multiple options and choose the best idea. And the sooner you do that hard work, the better those marketing systems will work for you.
Listen: How to Know If Your Brand Strategy Is Off
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