So many business owners are SO AWESOME and have no idea how to communicate their awesomeness on their website and through their marketing.
The result: Their audience doesn’t realize that YOU hold the key to their problems. Or you come across like an amateur instead of like a #boss. Or you are so all over the place that people have no idea what you are or what you do!
The main mistakes marketers make that undermine their brilliant awesomeness:
Mistake #1: You water down your essence. You are scared to be “out” there in a big way, so you take it down a notch — or ten. The result? People feel kind of lukewarm about you because you present yourself as lukewarm. And as John wrote in the book of Revelation:
So, because you are lukewarm–neither hot nor cold–I am about to spit you out of my mouth.
Boy, he had that right! Be hot or cold, but go one way or the other.
To use another metaphor, if you hang out in the middle of the road, you’re going to get run over.
Mistake #2: You don’t know what your message is. Your “message” is not WHAT you want the world to believe in general — like “carbs are the devil’s spawn,” “design matters,” or “you aren’t alone in this crazy parenting thing.”
Instead, it’s about YOU and your unique value or offerings as an authority, expert, coach, retailer, whatever, and how it benefits your audience/customer/client.
For instance, if you are a soccer coach your message might be: “Based on my 20 years as an exercise physiologist, I help preteens create year-round training programs that protect against injury.”
If you are an executive coach, your message might be: “As a trained improv comedian and psychologist, I offer programs with a unique blend of humor and human behavior that keep you entertained while training you to be a more effective leader.”
It’s what you do, but it’s also HOW and WHY you do it, and what makes you the ONLY one to offer what you do.
HEY! Download a free “messaging” worksheet HERE. My clients go through a multiple-step process to determine their message, as well as “proof points” to illustrate that message. It’s a more complex process, but this will get you on your way!)
Mistake #3: Your pieces don’t work together. You want all the different elements on your website — your logo, your design, your copy, your images — to work together to create a single cohesive experience (again, some people might call this branding, but I tend to avoid the word because it means different things to different people.)
Remember that visiting your website is the next best thing to meeting you in person. So whatever your clients would experience in person, you want them to experience on your site. Make that experience come through for your audience!
Mistake #4: You don’t have a marketing funnel. A marketing funnel is basically the path people take from awareness through to becoming a client or customer. The farther someone gets into your funnel, the deeper their relationship and, typically, the higher the investment to work with you.
USUALLY (but not always) people need to be guided along this path – not in a hard-sell sense, but in a guided tour sense. Like, when you go to a nice hotel and the bellhop points out the ATM, the 24-hour gym, the pool, and the ice machine on the way to your room. 🙂
Even if you’re new to your business, you want a path for your audience to take. It could be from ad in local paper to website to email list to free consultation to first appointment, but you must have SOMETHING in mind. Because if YOU don’t know where you want your clients to go, they’re certainly not going to be so successful at figuring it out on their own!
Mistake #5: You have too many options on your homepage. Most websites give visitors a lot of choices — too many choices! Simplify so you are taking your visitors by the hand and leading them to the ONE action you would like them to take, whether it’s to subscribe to your list, sign up for a short e-course, or book a discovery call with you.
It’s a common marketing principle that a confused mind does nothing. It’s true. Faced with numerous choices, our default option is INACTION. So make it easy for people by showing the CLEARLY what you want them to do.
Mistake #6: You don’t build the relationship. So. Many. People. do not realize that signing up for your email list is an invitation to connect and build a relationship. They put their email address in because they WANT to hear from you. It’s like the hottie at the bar slipping you a cocktail napkin with a phone number on it.
USE IT… carefully. Once you’ve gotten the thumbs-up, build an email relationship, moving your new contact from “acquaintance” to “friend.”
Build your relationship building email sequence over 5-7 emails, and 1-3 weeks (depending on your marketing funnel) to ensure that you are (1) communicating your message effectively and (2) leading subscribers deeper and deeper into a relationship with you (and into your marketing funnel!).
Each of these stages are easier said than done. There are a lot of moving pieces that need to be aligned — which is why it’s often useful to bring in an outside expert to help sort through the noise.
But anything you can do to create this strong foundation will create a fantastic structure for all your other marketing efforts.
P.S. Want to chat about how I can do this for your business? Step into my marketing funnel and give me a holler!