In 2018 here are the 5 main reasons people won’t buy from you. I could write the whole day about each of these, but here’s the short version.
They don’t want what you’re selling – Your product is trash, or else you’re just not solving a problem they care enough about. Great marketing of a poor product is one of the fastest ways to destroy your company. You’ll turbo charge your own negative word of mouth – especially in this digital world we live in. If the value of your product isn’t immediately obvious, all hope is not lost. You’ll need to engage in some education based marketing. Take the opportunity to teach prospects about the problem as well as you unique solution over time.
They don’t know that you’ve got it – You need to get louder, clearer and more consistent. Let me ask you a question, how many of your Facebook friends actually know what you do? Oh…they’re not in your target market? Fair enough, but how many decision makers and those who influence them actually know you exist?
They don’t want it from you – You need to re-position yourself. If you’ve got a terrible reputation, a weak offer or a really strong competitor, this can happen quite easily. People who want what you’re selling don’t want it from you.
They don’t believe you – You need to raise your credibility. If people don’t believe the claims and promises you make in your marketing, you’re in trouble. This happens more often than you might think. Back up your claims with proof and make your promises more believable – for example, by being more specific. If you can’t do that, make sure you have a ridiculously strong “risk reversal”, or guarantee.
They can’t afford you – You need to improve your market targeting or work on the perception of your product or make it easier to buy. Of course, pricing is a huge part of your positioning or marketing strategy
So i asked a question a few hours ago on Facebook:
VOTE: Assuming all 3 had great values, what would you most want to see;
Zimbabwe’s first female president?
Zimbabwe’s first non-black president?
Zimbabwe’s first president under 50?
Which option do you think was most popular? Who would you vote for? A young black man – maybe. An old white woman? Probably not!
The question seeks to expose how people feel about gender, age or race and how those perceptions influence behavior. The answers will tell you something about the stories people are telling themselves, and the worldviews they’ve adopted. Can we trust a white man to have the interests of the black majority? Can we trust a young black woman to be capable of leading a nation?
It’s all about how you perceive.
I’ve said it before, marketing deals not with reality, but with perception. Not with facts, but with feelings. In the next two weeks, you’re going to see these truths used extensively by the two main party’s.
To catch ZANU PF’s marketing campaign, Simply read the Herald Newspaper or watch ZBC TV. MDC – T might have to go with the ‘all of a sudden’ new TV Station.
Team Mugabe will no doubt remind us of the liberation war…the heroics that brought us freedom and how the opposition (in collaboration with their evil western masters) is attempting to undo this work. It’s a strong angle.
The opposition (MDC-T) in turn will blame the collapse of the economy on the President and promise a wonderful new future in record time, if you’ll just vote for them. Also a strong angle.
Political opinions aside, as a marketer, watch carefully and you might learn a trick or two that will help you in your business. Watch which emotions the various parties appeal too. Logic is only a small part of what it takes to get someone’s vote, emotion is far more powerful.
Watch also which world views and perceptions they appeal to. It’ll be an education for any observant marketer.
You see, if you want people to nod their heads, appeal to their logic. If you want to move people to take action, you’ll appeal to their hearts. If you want to get people to respect your intellect, tell them the facts, but if you want them to vote for you…tell them a story.
Accusations of rigging aside, this is how an election is won – it’s also how a market is won. It doesn’t always go to the best, cheapest or strongest product. It goes to the marketer with the most believable and inspiring story, the one who is most skilled at making us feel, the way we want to feel.
The smart marketer is not trying to get you with mere facts. People regularly ignore facts in favor of emotion. The smart marketer is telling you a story, based on your worldview…a story you want to believe, want to hear more of, a story that will move you to act.
Probably only one in 1 000 marketers genuinely understands the importance of this, and far fewer do it well. You?
One of the main reasons entrepreneurs fail to make effective use of social media is that it’s so new. The text books and vast majority of marketing courses in Zimbabwe, just aren’t teaching this stuff. The result? A marketing degree/ certificate/ diploma without even a basic understanding of the single most important marketing medium in the world – Social Media.
Doesn’t make sense.
Now there’s a lot to learn if you’re going to be truly effective in social media and gather hundreds or thousands (or much more) of people who genuinely follow you (not just like you). However, there are 3 things that if you don’t understand anything else, you should at least understand these 3 things;
Consider a popular soccer team – say Manchester United (who also happen to be the best – yay!). Now supporters don’t share in the prize money, world fame, power and influence that the players enjoy. They have no share of endorsements nor do they ever even get to touch the trophy. So why bother? Why follow the brand to the ends of the earth? Continue reading “Why Bother With Manchester United?”
I hate “Tawanda”, and “Tendai” and “John Smith”. No, not Tawanda Nyambirai from TN Holdings or Tendai X from wherever – not the people, the names.
I’d bet there isn’t a more common name in Zimbabwe than Tawanda except maybe Tendai. They’re just too common, and common means average and average means boring and boring means easily forgotten. ‘Tawanda’ might be a great guy (all one million of them), but Tawanda is exactly the opposite of what you want for our business.
Boring is easily forgotten. It’s expensive to build a brand around boring…it’ll take a lot more time and money to be remembered, to stand out, to be remarkable.
Think about it
Too many Zimbabwean entrepreneurs right now starting Tawanda businesses, selling Tawanda products and creating Tawanda marketing. I hope you’re not one of them. I’m busy going through everything around me now getting rid of anything that’s ‘Tawandarish’. You should too.
Oh. and if you’re name is Tawanda, no offense! I mean it’s a lot better than being a Lucifer.
Oh and could have chosen any common name for this purpose – for example “Max” is one of the all time most popular dog names in the world, not flattering! However – “Tawanda” for those who don’t speak Shona, actually means “there’s a heck of a lot of us”. When it comes to your business, you want to be able to say “There’s no one like us”.
Church leaders like Emmanuel Makandiwa and Urbert Angel who have massive followings in Zimbabwe can teach you a little something about business. I’m not talking about the controversial stories of flamboyance and so on – that’s a debate for another day (maybe another website), I’m talking about the way they move people.
See if instead of seeing clients as just buyers of your product, you saw them as actual people, with beliefs, values and a world view that shapes how they live, you may actually become empowered to lead them.You might shape your marketing material so that it answers the questions they’re really asking, meeting the needs that really nag them.
You would build your brand, your message and your whole business around a powerful and exciting Gospel (good news) that matches the world view of the people you need to influence.
Maybe you would see that a nice looking logo and great signage is really just a very small part of what it takes to build a brand. It’s about reaching the market on a deep, emotional almost spiritual level. It’s about positioning yourself as not just another solution, but the only viable option, THEE man of God, so to speak.
Makandiwa has done this masterfully (yes by the power of the Lord, i hear), but the principles stands. And in a religious country like Zimbabwe with a pastor just around every corner, the value of being seen as thee man of God, thee solution, thee best option has never been higher.
“Ya, had coffee with Lucifer the other day. He’s got some really interesting views on Zimbabwean politics, and a great sense of humor – sheesh! What? Yea, you know Lucifer, the guy from the marketing department…fourth floor?