As a business owner, there will be times when you feel like your business prospects just can’t see the great value you offer. You will wonder why everyone doesn’t understand how useful your products or services are. That is when you will start doubting yourself, thinking that you don’t have what it takes to make the business successful. But the truth is that this happens to everyone. The most important thing is to understand what you are not doing right and how you can rectify it. Here are several reasons why prospects don’t see how amazing you are.
The first question you should ask yourself is: Am I sending the right message to my target audience? More often than not, people interpret messages differently based on their level of understanding and the prevailing circumstances. Therefore, you could be sending all the right messages but the receivers interpret them differently.
Or, you could be sending the right message to the wrong audience. For instance, you could be trying to sell a Mercedes Benz to an elementary student. This often happens when you try to reach a market that is too broad. Marketing experts refer to it as “being everything to everyone”.
Even the most popular brands do not target everyone with their marketing messages. They always have a specific target audience in mind whenever they are creating a marketing campaign. This helps to save money and time, and makes marketing campaigns more effective because the message is interpreted correctly by the target audience.
Hitting the Wrong Spot
Sometimes you could be having the wrong message for the right audience. Consequently, you will be telling your prospects what they do not want to hear. So, when you are sending out a message to your prospects, ask yourself if it will hit the right spot.
Your main goal should always be to hit your audience’s sweet spot with your messages. This requires extensive research on your target market and deep understanding of what your customers want. That makes it easy for you to create a message that resonates with your prospects. This is especially important when you are branding your business.
Lastly, make sure the channel you are using to relay your messages is the right one. For instance, if you are targeting millennials, your messages will be better communicated through social media than traditional newspapers and radio.
Also, choose the right message for the right channel. This is a tough balancing act that requires expertise, tenacity and extensive research.
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