How you can be sure that your campaign will success or not? And why there is a campaign that performs better than another? Your marketing argument!
A marketing argument is the strategy that draws every piece of your marketing campaign, your emails, sales, Facebook ads, etc. It's not like a marketing plan, which is focused on the “how” of your campaign; your marketing argument focuses on the “what.” What will you say and what you will do.
To start your marketing argument, you have to consider some points:
1. Your Ideal Customer’s Gap
“Your customers don’t care about you, your products, or your services. They care about themselves, their wants, and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.” – Joe Pulizzi
You may already have your customers, But you need to go deeper and tap into your customer’s beliefs, objections, and feelings around their current problems so you can demonstrate how your solution will offer them relief and transformation by bridging the gap between where they are now, and where they aspire to be.
2. Your Value & how you will deliver it
Now that we are laser-focused on the gap that our ideal customer is facing, we need to put a fine point on how we will help them, recognize your value and the way that you will deliver it with is your guide to bridge that gap.
In fact, most failed campaigns can be traced back to either a nonexistent value proposition, or a value proposition that doesn’t match the wants or needs of your audience.
A good value proposition will:
· Communicate how your product or service will solve your customer’s problems (aka bridge their gap)
· Be specific. The more tangible your promise, the better
· Set you apart from your competitors or other options on the market.
3. Proactively Anticipating and Managing Objections
“The aim of marketing is to make selling superfluous.” Peter Drucker
And a large part of creating a marketing argument that makes the sale easier is to proactively anticipate, and manage objections.
Common objections include:
· Will this work for me?
· Is this worth the money?
· Is this the right time?
· Do I have enough time?
· How is this different from your competitor?
· How will that impact my results?
4. Outlining what’s at Stake
outlining what your customers could get from your product and explaining why a product is worth the cost are a powerful addition to your messaging and it connects the dots between where they could be if they decide to buy, and where they might still be if they pass up the opportunity for change.
5. A Guarantee or Trial Period
Guarantees or trial periods help to increase conversions because they reduce your customer’s anxiety around trying your product. This element alone can have a dramatic impact on the success of your campaign.
Creating your first marketing argument will need a lot of work, but it’s 100% worth it. And with a bit of practice and confidence you’ll be able to craft campaigns faster.