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“From a marketing course I learned how to write my copy by using the hook-story-close model. The teacher showed how important it is to write to ‘the pain of my client’ in the hook part, and that I should even exaggerate the pain, make it like my client is in a dangerous situation (e.g. if you don’t act now, you’ll suffer dire consequences). The idea behind this is ‘The bigger the pain, the quicker the client will buy from you.’” — anonymous newsletter subscriber. Sadly, this kind of mercenary marketing advice is too common. “Just unsubscribed from a group which I had been a member for only 3 months. She was sharing free content, along with a few live videos. Eventually, she posted that people are taking advantage, not hiring her as a coach after consuming her content. Literally she said ‘If you don’t want to move forward, just leave.’ So I left, because I sensed anger and lack.” — a comment posted on my FB page. First of all, I have to say that I can relate to both sides: the client, and the coach. I’ve been there — thinking that just because I’ve shared a lot of free content with my audience, that I’m entitled to have them buy from me. When they didn’t, I was resentful... I’m about to teach a revamped version of my popular course about LinkedIn. For those thinking “I’ve used LinkedIn but it hasn’t worked for me”, this article is for you. You probably have a LinkedIn account. So do most of the people you know who’ve had a professional life in the past 2 decades. Since there are 700 million accounts on LinkedIn, making it the largest, searchable professional networking platform, why isn’t it working for you professionally? There are only 2 reasons:
Let’s discuss both… I used to believe in the conventional marketing idea that if the audience isn’t buying, it’s because they haven’t seen your offer enough times. The rule of 7 is that a prospective buyer needs to see your marketing message at least 7 times before they truly decide whether to buy. From my decade of marketing experience — especially the past 5 years of consistent rhythm of offers — I haven’t found this idea to be true...
The next time you hear about a marketing conversion tactic that “works”… ask this question:
“It might work to convert 10% of the audience… but does it build trust with the other 90%… or does it feel salesy to them?” Years ago, I used to care only about the small percentage of my audience who converted — I was all about the sale… getting the transaction. What about the remainder of the audience, the non-buyers? I thought of them as “illusory clients” or “tire kickers”. Quite a cynical view. |
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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