subject: youre So Predictable! [print this page] YOURE SO PREDICTABLE! YOURE SO PREDICTABLE!
IT SURE IS HOT HERE IN THE CARIBBEAN!
Yes, but its a ____ ____.
I would give you three guesses to finish that last sentence and you would probably get it right with two guesses in hand. Why, because its predictable.
Predictability. Its what makes marketing sound like marketing, and its one of the biggest reasons marketers fail.
Age old clichs, making unsubstantiated claims, and assuming the customer is willing to believe whatever is said are classic mistakes marketers make.
Most marketers are after smooth, polished, and clever ads. Unfortunately the public no longer trusts smooth, polished, and clever.
You know youre onto good marketing when it doesnt sound like marketing.
Face it, your competitor thinks just like you. He also wants to lead the customer to the same conclusion. Both of you make the same claims and offer the same assurance in your marketing. The problem with this is your customer has heard it all before, and hes not buying it!
To be persuasive, your marketing must be frank, direct, and believable.
Your marketing will become believable only when you relate to what your listener is feeling. Tell her what she already knows or suspects! Remind her of the things she has experienced. Tell her her predictions and perceptions are accurate, and shell probably agree with whatever you have to say. (Who wouldnt agree with themselves?)
Build on a foundation of common perspective. See your customers need the way they do. Feel the experience with her and you may discover how to speak to her felt needs. Walk a mile in her shoes before you talk to her about how her feet feel.
(By the way, its a humid heat here in the Caribbean;)
- Martin
To see just how predictable YOU are, go to www.martinvanzyl.com
