There are certain rules which absolutely must be followed at all times when planning and implementing a marketing strategy. One of the most important of all is – ensure you never come across as desperate.
It’s one of the things far too many entrepreneurs seem to forget from time to time. Which is, that anything that comes across as desperate or needy comes across as extremely unappealing.
You know the kind of marketing messages yourself – those where the company seems to be practically begging you to do business with them. Dignity goes out of the window and so does any focus on how you set to gain from any kind of purchase or transaction. Instead, they are practically on their knees and demonstrating the kind of desperation that comes across as woeful.
Which begs the question – what can you do to ensure that you avoid coming across as desperate at all times?
The answer – be particularly careful during times of financial stress, or when your business isn’t performing particularly well. It’s during these times that you are instinctively most likely to cross the line into desperation, usually without even realizing so. What’s more, it’s worth focusing on the kinds of measures that paint the exact opposite picture to that of desperation.
The following represent a good place to start:
1. Prove your expertise
The simple fact of the matter is that if you are genuinely an expert in your field and offering something of true value, you shouldn’t have to beg people to use or buy it. This means you may need to consider how much time and effort you are investing in establishing and enhancing your authority and expertise. By getting people to recognise and trust you, it’s no longer necessary to desperately plead for their time and attention. Make no mistake about it – desperation is a surefire way of demonstrating your lack of expertise, authority and professionalism in the field.
2. Make a solid and valid offer
Make no mistake about it – attempting to sell something to a customer just because it’s cheap isn’t a good way of establishing authority or reputation. When you think about it, it’s not as if the most successful companies in the world sell the very best products in the world for low prices. Nor do they spend their time attempting to convince customers that they need to buy their products. If anything, they often make it clear and apparent that their products are designed for discerning audiences – not for everyone. Which is pretty much the exact opposite of desperation once again. It’s a case of showing your target audience your unique selling point, what it is about your products/services that holds value and why they are worth paying a fair price for. You are pushing the value and appeal of what it is you are selling, not just the fact that you are selling something cheaply.
3. Have a strong marketing plan
Last but not least, mistakes tend to be made in the marketing capacity when businesses stray from their marketing plans. That or have no marketing plans to speak of whatsoever to follow in the first place. Just a service you start making things up as you go along, chances are it will be pretty evident to your target audience that this is the case. Develop a strong marketing plan and feel free to tweak it along the way, but ensure you stick with its primary principles as you progress.
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