TCA Newsletters (3/2/23

Alright, I’m about to drop some marketing $auce on you guys today. I want you to think about this… Let’s say you’re outside of a big stadium and a bunch of people are there for a football or baseball game or whatever. If you shout out loud… “HOTDOGS! HOTDOGS! WE GOT HOTDOGS!” What are you going to attract? A bunch of people that want hotdogs, right? Now, if you start shouting… “BURGERS! BURGERS! WE GOT BURGERS!” What are you going to attract? A bunch of people who want a nice juicy burger, right? So WHAT you’re saying attracts a different crowd of people This is all pretty simple, so let’s expand on how this applies to a broader picture of advertising. A lot of you guys are selling some form of advertising for clients… Maybe it’s short-form content, cold emails, email marketing, ads, or so on. What you need to understand is that the nuance of your messaging is what determines the QUALITY of people you will attract to your brand. Because make NO mistake about it… Not all customers are made equal. Let’s say you have a client that sells financial management services. If your core central marketing message is “We guarantee 500% yearly growth on your investment” You’re more than likely only going to attract dummies and brokies. It may seem like that’s a great message but seriously think about your ideal avatar… It’s probably someone sitting on 7-8 figures of liquid capital that would like to park it somewhere. These dudes are extremely skeptical because they have a lot to lose. But someone who only has like $1000 to invest, they’re not really all that skeptical, because they’re not a sophisticated audience. More than likely, the super-rich dudes fell for big claims like that earlier on in their life… Whereas the $1000 investment guys haven’t run into that just yet and are looking for a silver bullet. Now if you were to say something like, “We guarantee a 10% yearly growth on your investment with us, if we can’t achieve that, we’ll pay you the difference.” You’re more likely to attract the right audience. Because think about the dude with $1000 to invest. That 10% yearly growth is only $100. To them, it’s not worth it, so your messaging will push them away. But now think about the guy who just sold one of his companies for $8,000,000. 10% yearly growth means that he’s making $800,000 over the course of a year. Now that’s a REALLY attractive offer to him. In short here’s what you need to understand… X form of messaging attracts X audience. Y form of messaging attracts Y audience. You need to be able to look at your own ideal customer… (Along with your client’s ideal customer) And ask yourself, what message would attract the RIGHT audience? Because shouting “HOT DOGS!” is not going to attract someone who wants a hamburger. So simple.