This assumes two things:
1. That as soon as people hear about you, they'll just "get it" and immediately understand the benefits of your product.
2. That the decision to buy is an easy one that doesn't involve too much thought.
If you sell an impulse-buy, like cupcakes, chocolate bars or jewellery, those assumptions are probably correct. So a marketing strategy that focuses on promotion (or "getting your name out there") is probably correct.
However, for most businesses I work with, at least one of these assumptions is wrong.
Assumption 1: customers will just "get it"
Therefore you need your marketing to have a conversation with prospective customers. You need to spend time understanding their circumstances and explaining the benefits to them.
Assumption 2: the buying decision is an easy one
This will naturally slow them down in their decision.
If you've been designing your marketing working on these two assumptions, you have been assuming that your buyers make their decision quickly.
However, if one or both of these assumptions are incorrect then your buyers are not buying on impulse but are making a more "considered purchase". And if they're making a considered purchase then you need to support your customers through their buying process.
What other assumptions are you making in your marketing?
- Your customers know all about your business
- Your customers remember what you've told them
- Your customers understand what you've told them
- Your customers haven't changed in the last year
- Your customers are all on Facebook/Instagram/Twitter/LinkedIn/other social media
- Your customers don't want to be interrupted/called
- Social media/advertising/PR/exhibitions etc. are only for generating awareness of your business or product.
- More leads will automatically lead to more sales
Know your assumptions and check they're valid
We make assumptions and we use those assumptions to plan our marketing activity. If all our assumptions are correct then our marketing activity will succeed.
However, if a marketing activity fails to achieve it's objectives then you must go back and re-examine your assumptions. Chances are, one of them is wrong. if you're unaware of the assumptions you're making then you can't do this essential part of the process. You'll continue working from an incorrect assumption and your marketing activities will keep failing.
So make sure you critically examine and record all the assumptions you make in your marketing. Then when an activity fails you will have a much better chance of knowing why.
Let me know what assumptions you make in your marketing in the comments below or drop me an email, tweet or message.
- Impulse buy or carefully considered? How the magnitude of the purchase affects your marketing
- Marketing stepping stones: supporting every step of the sale
This blog draws on key concepts, frameworks and illustrations that form part of the Watertight Marketing™ methodology. These remain the intellectual property of Watertight Marketing Ltd and are used with permission and under license.