Having been in the audio recording business, I can't watch a movie like most people. I am often so focused on the soundtrack (listening to the sound effects, mix of the music and such), that I miss some of the visual cues that director and other creatives intended me to catch. You may or may not remember the Terminator 2 movie where the villain Terminator (T-1000) was made out of molten metal. When he was destroyed, he would reassemble with a distinctive sound.
Back when I owned and operated a recording studio, I was working on a commercial for a client and he wanted the sound of shoes being stuck in the mud. All of the sound effects libraries I had at my disposal had no sound that would work for a shoe or foot trying to be sucked out of mud. At that time you could not just Google it like you can today. Being a sound geek I had multiple magazines that I subscribed to every month. One of them had an article on the “Making of Terminator 2” and featured the sound effects. The sound of the villain coming back together was actually made by opening a can of wet dog food and pouring it into a bowl. Needless to say after reading that, I sent one of my employees to 7-11 and three cans of dog food later, we had that sound added to the commercial!
Now it's the same with the internet marketing business. I can't watch a webinar, view a sales page, or read an email without asking “What are they doing here?”, or “How did they do that?” Those of us in the marketing business (or business in general) are occasionally so focused on what we are doing that we forget that we are not just hunting, but we are the hunted. We are so focused on what we are doing (the sound) that we neglect how people are marketing to us or our customers (the visuals). Sometimes you have to rewind the movie and watch it again to see all the nuances.
We (and they) are all asking the same thing… to exchange money for a product or service.
There are three main things that make people want to give you their money…
1) Value – Beauty is in the eye of the beholder. Value is your job. Is your goal to create a transaction or a customer? Is what you are providing, something that generates them income, you income, or both? I can't tell you the number of online sales messages I have bought hook, line and sinker, then had a sinking feeling when I tried to get customer service or a refund. Value should be something where people feel they paid a little or a fair amount, and got a lot in return. Just promoting value is just that… showing and ensuring value is what has people singing your praises. Can you offer a 100%, no questions asked, money back guarantee? Be prepared to stand behind what you sell and support it beyond the initial sale.
2) Trust – Anyone can put up a picture and a quote (some are called memes). Not that you or I would do that, but real trust comes from real people. Adding an email address, or a link to a testimonial on LinkedIn will add so much more credibility. I know the goal is to make the sale and that's counter-intuitive to take someone away from your marketing messages. Give people and potential purchasers the chance to validate your resources (like they used to do in news stories), and it will add so much more reliability and validity to ensuring you are the perfect choice for buyers.
3) Return On Investment – I had a friend who bought a high priced online course. It was based on the celebrity of the salesperson. What he expected was contact and feedback from the celebrity. What he got was interns and virtual assistants answering his questions… not what he EXPECTED and not what he intended to buy. At a conference… sometimes it's the after party that is often the best part of the experience. People expect more. Create a closed Facebook or LinkedIn group for future questions and answers. Create value after the sale that makes people feel they have a return on their investment!
I will never forget that sound of the dog food coming out of that can. It sounded like a sucking sound of a shoe coming out of the mud, but it also sounding like a billion dollars once I understood how it was used in a multi-million dollar movie. We all have marketing messages… do yours sound like Alpo, or like a T-1000?
Have you had a learning experience that has changed your perspective on your marketing? Please share!