Updated: Apr 10, 2020
Adjusted blogs by Wix and a COVID UPDATE
Here are 7 tips for simplifying your marketing, so you can strengthen the value you offer and prepare for a recession:
Focus on benefits, not features
Speak about customers, not about yourself
Focus on what you do best
Don’t compete, partner up
Keep it consistent
Create a more streamlined experience
1. Focus on benefits, not features
Every product or service has features and benefits. The features are what they actually offer. The benefits are how they enhance the user’s experience. At the end of the day, people care more about what they can do with a product, not all the nuts and bolts that go into it.
Here’s a quick example:
Feature: Phone with 24 hours of battery life.
Benefit: Never worry about charging your phone throughout the day. See the difference?
You need to reshape the way you think about your services, then rewrite the way you communicate, because customers don’t buy fancy features. They buy something that adds value to their life. As the American economist, Theodore Levit would say, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
2. Speak about customers, not about yourself
To be blunt, customers don’t care about you. They want to know what you can do for them. When you make it about yourself, your brand comes off as self-centered and uncaring, but if you make some minor messaging changes, you’ll start seeing more leads.
This is best exemplified by your website’s homepage value proposition. And one of our favorite examples is Airbnb’s: “Book unique places to stay and things to do."
This value proposition is simple and focuses directly on what their target audience wants. Airbnb knows that their users aren’t looking for run-of-the-mill hotel stays, so they drive value at the forefront of their site (along with the immediate ability to start searching).
Use words like “you” and “yourself” to speak directly to your audience.
Company-based: “We have the best marketing services in town.”
Customer-based: “Get the best marketing services to grow your business.”
3. Focus on what you do best
In uncertain times, it’s best to cut out any services that aren’t at the core of what you offer. Whether it be website building, SEO services, or marketing, most (if not all) of your time should be spent on pumping out great results—even if that means taking on smaller budget clients. You’ll continue honing your skill and more importantly, gain valuable clients that will speak highly of you to others. Apply this: Strip down to your essential services so you can focus on what you do best.
4. Don’t compete, partner up
Join a professional community where you can meet other agencies and freelancers. Then work with them to create a partnership that allows both of you to benefit. Let them know you’re in this together and that you’re willing to send clients their way, if they are to do the same for your services.
Tip: We’ve found that this works much better when referrals are rewarded with an ongoing 10% finders fee. This keeps everyone happy if one partner refers more than the other.
In our case, we d