Proof that customers are always right
As a marketing consultant, I have two jobs:
Develop ideas suited to your objectives and audience; and
Reporting what you need to know, not just what you want to hear.
Once, I had a client who received a large amount of website traffic but made very few sales. Having designed and written the website himself, he was convinced it was PERFECT and wouldn’t allow any changes.
THIS BELONGS IN EVERY BUSINESS LIBRARY!
Only he couldn’t understand why so many people abandoned his site.
Obviously, there was an interruption in the sales funnel, and we concluded that his website was constipated. So, we went through the expected exercises, reviewing analytics and seeking to break the logjam.
Several issues were immediately addressed, including replacing bad photos and fixing dead links. Only the mediocre copy was sacrosanct. And then there was the unrealistically high pricing.
Trying to overcome this latter point, I suggested testing contests and discounts for limited audiences. The CEO refused to consider it, fearing we’d damage the brand’s value.
Admittedly, overusing sales promotions can make consumers reluctant to pay full price. The occasional effort, though, does what you’d expect: it promotes sales.
So we sought solutions, unable to touch copy, test promotions, or impact pricing. The CEO’s ego effectively condemned the company to utilize the same game plan permanently.
Does “Insanity is doing the same thing over and over again and expecting different results” sound familiar?
Here’s the thing: the marketplace, not you, decides what works. Your opinion’s a good place to start, but ultimately, control lies elsewhere.
The CEO wasn’t happy to hear this.
His refusal to consider changing anything he had created convinced our agency to walk away. And yes, his business is now closed.
If your firm isn’t generating the revenues you aspire to, take a serious look at your customer journey. If lack of traffic is the problem, examine your offerings and your messaging.
However, if the traffic is coming in but sales aren’t converting, set your ego aside and remember your primary objective: growing the bottom line.
Being honest and open-minded about the challenges you face can easily become the difference between success and failure for any company. Because you may be good at making something, but know little about marketing it.
Finally, don’t just bring in the professionals. You’ve got to actually LISTEN to them!
With that said, I wish you a week of profitable marketing.
Get better branding. https://amzn.to/4hoslft.