There's a common phrase you likely heard as a child: It's not what you said; it's how you said it. There's a similar phrase in business: People will buy how you sell long before they buy what you sell.
We typically talk about that in sales, but the same thing is true in your marketing!
Think about shopping online. Almost everyone has shopped online at some point or another. And you've likely had an experience where you got frustrated when attempting to go through the check-out process. In fact, more likely than not, you've probably abandoned a purchase at least once simply because the process was too difficult!
Are you guilty of making the process too difficult for your prospects when it comes to your marketing?
Most good marketing has a clear next step, which the marketing industry generally refers to as a CTA or Call To Action. But how easy are you making it for your prospects to take that step or action?
Here's a great example. Years ago, we started being proactive about building up our Sandler of Oklahoma Company Page on LinkedIn. We sent messages to our contacts asking if they would mind connecting with us there.
A handful found the process challenging, responding with something like, "I'd love to, but I can't figure out how to do it."
Did we have direct control over that process on LinkedIn? Of course not! But we made a short video for those people, showing them how to navigate to our page, locate the Follow button, and click it.
Despite it not being directly in our control, we still did something to make the process easier for them. What are you doing in your marketing to make the process easier for your prospects?
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Mike Crandall
Sandler Custom Growth Solutions
Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.
He's also the owner of Sandler Custom Growth Solutions, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.
Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.
Tim Priebe
Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.
Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."
