No-One Cares What You Think
Today, I want to talk about what you think and what you believe…because NO ONE CARES!
I’m reading a business book at the moment. It’s a helpful read and there are always one or two nuggets in pretty much every book out there.
But the author starts a lot of sentences with, “I think that…” and “I believe that…” The harsh truth is, it doesn’t matter what you think or believe. Customers and potential customers are only interested in what you KNOW. They want to see conviction. That’s the keyword. Conviction.
Make a statement
In my game, there’s no point in me saying, “I think that print advertising is dead.” OK, some people may give me credit because I’ve been doing this a long time, but there’s a massive difference between saying, “I think that print advertising is dead,” and “Print advertising is dead.” With the latter, you’re making a statement. You’re showing conviction.
Or you take it a step further by backing up your statement with a fact. “Print advertising is dead because revenues are down 50% year-on-year.” Lots of your competitors won’t bother doing this, I promise you. They can’t be arsed, which is great for you.
I made that print number up by the way. I have no idea how much their ad revenues are down. I’m actually a big fan of print ads if they’re used correctly.
A thought or belief is not as persuasive as a statement or fact.
So, if you find yourself talking about what you think or believe in your marketing content, stop and make a decision on whether it’s going to be powerful enough. Or may it be seen as wishy-washy, indecisive or lazy?
Whether they’re aware of it or not, customers and potential customers like confidence. Not arrogance, but confidence. Confidence in what you say and what you know.
Be assured of what you’re saying in your marketing copy. Let’s face it, do you want to give your hard-earned money to someone who has beliefs about their industry or someone who has factual knowledge about their industry?
To be clear, this isn’t semantics. This is marketing psychology.
If you’re struggling with copy that sells, book a Discovery Call with myself or Joel.
Until next time, stay safe, stay hungry.
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