Intentional Marketing

I’m going to ask a tough question that might make some people uncomfortable:
 
“What is your marketing designed to make someone do?”
 
Your marketing is only effective if it is designed to produce a specific action.
Otherwise, you will make excuses like:
 
“We’re getting our name out there...”
“We are engaging with our audience...”
“We’re creating a community...”
“We’re trying to build awareness...”
 
Most marketing fails because of this truth:
 
"If you can’t clearly state what your marketing is supposed to make someone do, it won’t make them do anything.”
 
There are three times during the client journey when you want to change a client’s behavior, and this is most effective with an irresistible offer:

• Acquire a new client
• Get a current client to use a new service
• Re-engage an out of pattern or lost client

 
You want to be very clear with your prospects and clients.
Avoid confusion at all costs.
 
Most drycleaning websites confuse prospects.
You ask them to do too much, and create all sorts of “rabbit holes” they can go down.
What if you created one clear path, giving them the information they need, without all the distractions?
Be clear about the next step they need to take to do business with you.
 
Drycleaners with clear, focused marketing grow.
 
Businesses with confusing marketing struggle to acquire, ascend, and retain clients.
 
Pick one thing you want your prospect or client to do next.
 
One ask. One action. One outcome.
 
You don’t need to work harder to grow your business.
You just need to get clear, and be clear with your clients.
 
Have yourself a great week, friend!
- Dave