Your audience is bigger than you think

Over the years I've been online I have been blessed to be around some very intelligent people. I’m grateful for each one.

Here's something I learned from a very good friend of mine who might be the best media buyer on the planet.

This is how he maximizes his ad spend.

NOTE: This applies even if you are not running ads, so keep reading …

All of your marketing materials will benefit from a deep dive into this information.

You might want to print this email out and keep it nearby so that you can refer to it.

My friend discovered something that transformed his entire business.

He kept running his offer same using the same angle. Sales were happening but he knew in his heart conversions could be better.

That’s because he was only marketing it one way.

Pain avoidance.

You know what this type of offer sounds like …

It works. Someone hurting wants relief, they want it now, and they'll pay for it.

But my friend realized something most marketers never see.

Avoidance of Pain is only one of seven motivators that drive human buying behavior.

And if you only use pain-avoidance copy, you're leaving six full piles of low-hanging fruit on the tree.

The wild part is this: your competition probably doesn't even know those piles exist.

Let’s look at the same offer and solution from seven completely different angles.

Pain-Avoidance: "I just need this to stop."

Aspirational: "I want to become the better version of me."

Fear-Driven: "What happens if I DON'T fix this?"

Identity: "This is who I am. This is who I refuse to be."

Optimization: "I'm already doing okay... I want the edge."

Status: "What does this say about me to everyone watching?"

Last-Resort: "I've tried everything. This is my final shot."

Now here's the part that changes everything.

At any given moment, every person who considers your offer is operating from ONE of these seven motivators.

Not all seven. One.

Happily, there are clues we can follow to know which approach to use and when to use it.

Here are three examples …

1 - The person who just found you today? She's likely in pain-avoidance or last-resort mode. Something's broken and she's hunting for relief.

2 - The person who's been reading your emails for months but hasn't bought yet? He's probably in optimization or aspirational mode. Things are fine. He wants better.

3 - The person who shares your content before ever buying anything? Status. Identity. This says something about who they are.

If you speak to all of them using the same approach many will just tune you out.

Not because your product won't help them.

Because your words don't match what they're feeling right now.

The fix isn't complicated.

You don't need seven products.

You need seven ways to describe the ONE product you already have.

Write all seven and watch what happens.

You publish to the same list, social media account or blog.

You promote the same product.

You get a completely different response.

Because for the first time, every buyer on your list hears something that sounds like it was written just for them.

And that’s when your conversion gets better and stays better.

And better conversion is a beautiful thing indeed!

Thanks,
Charlie

If this message connected with you and you'd like to learn how to exponentially multiply your opportunities and take advantage of those opportunities, the very best way is one-to-one consulting.

That's part of Master Membership.

Click here to learn more about Master Membership.

Questions about any of this? Just hit reply - I read every one.