The Big Promise – Are you making these Top 3 Mistakes?

The Big Promise are you making the top 3 mistakesThere is a reason why the big promise is known as “the big promise”. It tells your customers, in a nutshell, why you are here and why they should do business with you.  In any business marketing plan, you need to ensure that you do not make a mistake in your promise. In fact, are you making these top 3 mistakes with your big promise?

1 – Making a Vague Promise

According to an internet marketing resource, quite possibly the worst thing you can do is make a generic promise. Businesses that make generic promises cannot differentiate themselves from their competitors. As such, they are unable to provide reasons why their customers should buy from them. This can render even the best business marketing plan rather useless.

2 – Over Promising

If you have any internet marketing resource at your disposal, such as a great help desk, ensure you use it. If you do not have that said internet marketing resource, then you cannot use it. A major mistake many businesses make is overpromising. The simple fact is that people want the truth, the whole truth and nothing but the truth.

For example, if you cannot always deliver on a service (quick help desk), do not promise it. If anything, it will create value for your customers when you do deliver on the service. As such, only promise what you know you can deliver.

3 – A Long Promise

One of the worst mistakes any business can make is making a long promise. Your business marketing plan should include a “big” promise that is not “long” to read. For example, use “30-minute delivery or it’s Free!” rather than “If we don’t make the delivery in 30 minutes, you get your product free.” As such, keep your “big” promise “short.”

We recommend that you take a good look at your big promise and ensure that you are not making any of these top 3 mistakes. If you are, it may be a good time to change your big promise.

The Number 1 Reason Why People Buy!

small business marketingUnderstanding marketing triggers can help you make better sales and find customers who are eager to buy.

It isn’t rocket science though.

It fact we generally use our brains only after we’ve made the decision on an emotional level.

Reason #1: Emotion Drives Purchasing Decisions

Let’s face it.

It’s emotions that make people want to buy things.

Don’t ever make the mistake of thinking that people buy only when they need.

The solid fact-(backed by years of scientific research) is that people buy what they want, when they want it!

Then later on, they justify their purchases with rationales leading them to believe that they really needed those things.

That’s why it is important to nail down what part of your products and services appeals to potential customers on an emotional level.

Wants are driven by emotions, and it is these emotions that you should be connecting with.

…So People Buy Because They Are Emotional!

And what drives these emotions?

Here are “big three”

1. Safety and Security

2. Approval and Validation

3. Control and Freedom

These three things together have an impact on the purchasing decisions for a majority of people.

  • Your product or service should be able to impact one or more of these drivers to become successful.

Include messages around these drivers in your small business marketing campaign to turn passive lookers into active buyers.

So how do you appeal to their emotional side and get them to part with some of their hard earned cash?

Create Demand By Scarcity!

Here’s an example:

Why do you think the big toy companies release limited edition toys right before Christmas and have people chasing them around the town?

The concept is “scarcity.”

Nobody stands in line or drives all over to purchase “traditional” (i.e. easy to find) products!

People buy limited edition cosmetics, toys, perfumes and clothes because of the prestige of having something that many others won’t ever get the chance to!

Think about ways you can increase the “exclusivity” factor of your products or services to drive demand.

Market With A Sense of Urgency!

Next, urgency compels us to take action right NOW!

When a buyer is on the fence about purchasing something, just knowing that it may not be available the next day is enough to send them over the edge!

So create a sense of urgency, necessity and enthusiasm to convince customers that they are indeed making the right choice.

Think about ways you can tap into this concept to motivate buyers to want your product or services now…instead of later.

Offer A Specialized Product!

Finally, don’t try to be everything to everyone.

Figure out who your perfect customer is and create a niche that caters only to them.

Being a jack of all trades will be harmful for you, your products and the health of your business.

These points are a seller’s best-kept secret.

Figure out a way to use them to your advantage.

  • Sell luxury.
  • Sell promise.
  • Sell inspiration!


Lucy Morgan CPA

Lucy Morgan CPA


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