Who’s the most important person in the world? – A marketing lesson

December 3, 2020

It’s not the president of the United States, Bill Gates or anyone else rich and famous. The most important person in the world, when you are trying to sell something, is a single individual – one person who is your ideal customer.

Picture this one person in your mind and write everything to speak directly to that single individual. For you and your business, at this point in time, this one individual is the most important person in the world.

This is a revelation very few business owners really grasp

It’s a shame because it means most advertising – particularly online, is boring and ego-centric. If someone visits a typical small business website and takes some form of action, it’s usually despite the sales message, rather than because of it.

Funnily enough, the title of this post was inspired by the fact that I was going to write something completely different. I was going to write a post about a new ecommerce website I’ve recently launched for a Christchurch florist.

Now, I’m very proud of this website because it’s making sales flat out and it’s a great example of a successful online store – using Google Adwords to drive traffic, optimising the checkout experience etc.

So, imagine if I had written boasting about this great online store. Would you have been interested? Possibly if you also have an online store and it’s not making many sales, it might get your attention. But really, the reason I wanted to write that original post was pure and simple, to boast.

It’s the natural human temptation to talk about ourselves , what we can do and how great we are

Boring, boring, boring I’m sorry to say for the person on the receiving end who, presumably, you want to convert into your customer or client.

So, turn things around. Put yourself in the shoes of someone who is a perfect buyer for your products or services. What are THEY interested in? (Hint: like you, they are interested mainly in themselves).

Talk to your ideal prospect as if you were sitting down having a coffee with them, in plain language. Doing this will absolutely transform the way you write your website and all your marketing materials.

Radio does it best

It’s interesting, over the years, I’ve gained a lot of inspiration and ideas from listening to radio ads. The copywriters who write for radio don’t have the luxury of graphic design to hide behind. Every word must actually connect with the listener. That’s why I have the highest respect for radio copywriters.

I worked for 3 years writing for radio and it taught me a huge amount about making every word count.

So, when it comes to marketing, words are all important (as the radio people know). Don’t get blinded by technology and graphics. They have their place. But ultimately remember, it’s the words that communicate your message. It’s the words that sell.

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