I hope you are not yet tired of my rants, but I have a message for those of you struggling with your marketing and communications efforts.
What I am about to describe is something that we ALL have done, and I am actually purposely doing it in this post to help drive home the point.
If you are having problems with conversion, I want to make sure that you understand that this mistake I am going to describe, is more often than not the reason why you are failing.
Are you ready?
YOU DON'T GET TO THE POINT.
People are busy. Before they pay close attention to what you have to say, pitch, explain, market, or share, they need a REASON TO LISTEN.
You have between 10 and 30 seconds to convince your target that you are not wasting their time. Note that the headline to this post tells you what I am going to tell you.
The description after that is an example of what most of us do, not just in our marketing, but in all of our communication. We think we better EXPLAIN ourselves or justify taking up someone's precious time.
Let me ask you; when you are pitching your services, are you not there to help? Why do you feel the need to explain why you want to "help"? How about just start HELPING? The clock is ticking, folks.
If you have something of value to others, why the hell should you be worried about long descriptions, boring explanations, where you literally beg your target for permission to be of assistance to them?
When you explain before assert, you are communicating what YOU think about the strength of your value proposition. If you have something wonderful to say, SAY IT. The clock is ticking.
Some people never learn the value of getting to the point, neither in their business or personal dealings. I receive more than 300 email messages every single day. Messages from clients are auto-routed to a specific folder, but for the rest, I simply do not have time to read them all.
I read the first few lines of other messages to see if there is value or relevance for me or the business, but if that's at the end of the message, I probably missed it and deleted the email.
GET TO THE POINT.
If you market via email, this is of critical importance to understand. That subject line? It better be compelling, or you are wasting time and money while your communication gets deleted without being read.
Yes, this is a pet peeve, and it is a difficult change to make, but you must if you plan to be successful. You have between 10 and 30 seconds to matter, to establish relevance, and to make your audience care. If you cant do that, I hope you are selling candy, because otherwise, you might starve.
Write it on your hand prior to meetings, so that you cant forget this, your target should know why you are speaking with them, almost by the time you let go of the handshake. If they dont, you could lose their attention before you ever get to the point, and your target could even resent you for taking their time away from what they care about.
Right here, on Google+, many of you do not headline your posts, and give viewers a chance to understand what you are talking about. With the new layout, it is crucial to your engagement that you provide a clue as to why your square should be expanded.
MAKE ME CARE.
Dont come at your targets like some Nigerian with a sad tale about needing to make a bank deposit in America, with the requisite half-page tale of woe, and a long explanation of why you can be trusted.
Messaging that says "I CAN SOLVE YOUR PROBLEM" is messaging that gets read. Your targets want to see that before they even know who you are.
You have between 10 and 30 seconds, and after that, nobody cares.