Why Selling Doesn't Work
(yes, we just said that)
Here's the deal - we've seen too many businesses out there trying to use marketing efforts as their sales strategy.
Newsflash: they're not the same thing! (we even wrote a blog about that.)
Sure you want to get more clients and visibility but it's like going on a first date and talking about yourself the whole time - not a great way to make a good impression!
So what makes great marketing? Simple: create experiences that build relationships, add value, and make people fall in love with your brand. We know that is easier said than done but let us explain.
The Flirtatious Side of Marketing
Write love letters, not just offer letters
Think about it like this: marketing is all about flirting with your audience. You want to show them that you're the thoughtful, engaging brand that will leave them feeling seen, heard, and understood. And that's the exact opposite of what happens when you try to push a sale too hard. It's like that sleazy guy at the bar who just won't take a hint - aggressive, emotionally unintelligent, and just plain ineffective.
People know you want them to buy, you don’t have to tell them over and over. Of course, you want to make sure you have clear calls to action to make it easy for them to buy when they are ready but if you’ve caught their eye and they aren’t quite ready to make a purchase, your marketing is how you showcase your value and brand awesome-ness (AKA get your flirt on).
According to a survey, 71% of consumers are more likely to purchase from a brand that they trust (Source: Hubspot).
So how exactly do you do that? Focus on building relationships and adding value for your customer. In every interaction or touch point with your client, ask yourself “How can I make their lives easier, better, or more fun?” Dig deep and think about what information can you share that would blow them away -above and beyond just promoting your product or service. Yes, we mean creating free content and resources that are not about pushing a sale.
You want to create content that shows your ideal client that you understand their problems or pain points. When you establish yourself as an authority in your niche, it builds trust with your audience and positions you to be their first phone call when they are ready to make a purchase.
Simply put: sales is about converting leads but marketing is all about building relationships that will eventually create those leads. And that, my friend, is where the magic happens.
The Art of Not Selling
92% of your website visitors are not ready to buy
That means that if your marketing strategy is focused solely on selling, you're missing out on a huge portion of your potential audience. In fact, potential buyers are defensive as soon as they sense you're trying to sell to them. According to research, transactional marketing only has a 2% success rate, while relational marketing has a success rate of 80%. By creating resources and content that solve problems, you'll be able to build genuine relationships with potential clients.
Still not sure what this looks like in real life? Let's take a closer look at your website for example. We all know that having a website that looks professional and showcases your value is a crucial part of your marketing strategy and key to increasing your online visibility, but that’s just the start.
Your website is your brand's online home, and just like a real-life home, you want it to be welcoming, attractive, and full of value. You put in so much time and money into making a beautiful website, but does it drive sales? If not, the reason why may surprise you: only 8% of your website visitors are ready to buy.
So, what do you do with the other 92%?
Think back to that dreamy, thoughtful guy at the bar who you’re totally into. You don't just hand them a list of all the reasons why they should date you, right? That would be a major turn-off! Instead, you get to know them, find out what they're interested in, and figure out how you can add value to their life. It's the same with your website - instead of bombarding your visitors with sales pitches or qualifications, give them something that helps them.
You want to show your ideal client that you care about more than what you can get from them. Here are a few ways you can do just that:
Offer a free resource: Think of a great webinar, ebook, checklist, or guide that addresses their biggest pain points. It’s important to offer something potential clients can use right now whether they buy from you or not.
Create consistent content: daily posts to social media, weekly blogs, monthly newsletters, or quarterly events are a great way to show people they can count on you. Whatever your platform or schedule be consistent in how you show up.
Follow up (but don’t be a stage-5 clinger): One email is not going to create a long-term relationship so make sure you have a regular follow-up schedule. But it’s all about balance! We’re all busy and our inboxes are already overloaded so don’t get carried away. A few weekly follow-ups are all you need to remind people you’re there.
By doing this, the goal is to build trust and credibility with your audience, while showing them that you not only understand their needs but have the ability to solve their problems as well. Trust us, this is way more fun (and effective) than trying to just sell your way into their hearts.
Build Relationships That Win Customers
Without Pushing Your Product
Building relationships with your audience is key to creating a marketing strategy that resonates with them but where do you start? If you’re ready to start marketing but are afraid of coming off as a pushy salesperson, don't worry, you can win customers without resorting to old-school sales tactics.
STEP 1: Know your audience like they are your bestie
To get people to buy from you, they have to like you and trust you. In order to do that, you need to know them and what they care about inside and out. By understanding your audience, you can tailor your message to speak directly to their needs (not your sales goals).
STEP 2: Focus on solving problems, not selling products
Sure, you have a great product or service but that's not what people care about. People care about solving their own problems. Start by asking yourself “What's the bigger pain point your product or service solves for your ideal client?”
Are you saving them time, reducing stress, or helping them achieve something else that’s near and dear to their heart? By focusing on solving your audience's problems, you can create a connection that goes beyond a one-time sale and turn those clients into long-time raving fans!
STEP 3: Create valuable experiences (without pushing for a sale)
Now that you understand who you help and what problem you solve, it’s time to start building trust, credibility, and awareness (newsflash, pushing for a sale isn’t the way to get there). Focus on creating valuable experiences for your ideal client that are educational, valuable, and memorable.
Whether it's in-person events, online webinars, or consistent content that inspires and entertains, find ways to connect with your audience on a deeper level. By creating a valuable experience, when people are ready to buy, you'll be the first brand that comes to mind.
The Takeaway?
Forget about closing the deal right now - your audience know you want them to buy from you, we promise! Instead, focus on your flirting game and get to that first or second date. Entice them with killer content, email opt-ins, and a fun, engaging conversation. Once you've got them hooked, that's when you make your move into sales.
At the end of the day, marketing is all about building relationships. So put on your best outfit, get your pick-up lines ready, and show them you are worth paying attention to!
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