You have a brilliant idea and you need to get it out there. You know that if you can just get in front of the right people, the Ah-Ha moment will happen. That epiphany where your buyer knows beyond a shadow of a doubt that you’re the one…that you have the answer to their biggest, hairiest problem. But, there is so much you want to tell your customer. You just don’t know where to start. What will get their attention?
You need to be ready with the right information, at the right time in order to get your customer’s attention. This is a well choreographed effort that takes planning and flawless execution. Before we head down that path, it’s important to understand what bad marketing is so that we can learn from it and avoid it at all costs.
What is bad hair marketing?
Pretty much anyone can “do” marketing. A quick website, a few images, a data sheet and pitch deck and you’re good to go. But, how many blog posts, websites and pitches inspire you…make you want to jump out of your chair and sign the order immediately. If you’re like me, the answer is, not many. Most of them fall flat. They inspire you to do one thing. Keep searching for the Promised Land.
The messages are all about the company and the features. They don’t connect to you or your issues. That’s what we call bad hair marketing. Why do we call it bad hair marketing? Well, if we ever get the chance to meet, I’ll tell you the story of where that term came from.
How do we avoid bad hair marketing?
The Ah-Ha Movement, of course! Smart entrepreneurs like you don’t want to waste time and money on bad hair marketing. You know that marketing isn’t a thing you can touch. It’s a journey… a movement, really. One that you go on, and one that your customers go on. The magic happens when you hack the journey so that your path intersects with your customer’s at the right time. I’m talking about the planets are aligned, the moon is full and the stars are twinkling kind of experience. The beginning of a long and beautiful relationship that starts with an Ah-Ha Moment. Are you ready?
Have you burned your socks yet? What we’re about to do is awesome. And you can’t do awesome in black socks. I’ll wait a minute while you get your creative socks on…
OK, here we go! Let’s make an Ah-Ha Moment.
A quick history lesson
The year is 2001. It’s a few weeks post 9/11 and the world as you knew it has changed. You’re rocking a brand new pair of Nike Air Force 1s. The sun is shining and you’re about to go out for a run, but the batteries died in your Walkman. Damn. You need a better way to bring your tunes with you. You’ve been hearing a lot about these new portable music devices… what were they called? R2D2s? No, that’s not right…well. Never mind, it’s that new thing that let’s you put 1,000 songs in your pocket. They’re a shocking $400 (a car payment!!), but hey, it’s 1,000 songs in your pocket. You could run all the way across the country and never have to hear the same song twice. That sounds amazing! You didn’t even know it, but you could have strolled into your local Circuit City and put 1,000 songs in your pocket for half the price of that iPod. We all know the story – the iPod, with it’s promised land of 1,000 songs in your pocket disrupted the music industry and crushed the competition in the portable music space. This is the difference between a brand that sold an experience and one that sold features.
But where does all that clarity come from? Steve Jobs understood something (or had amazing instincts) that others did not. He knew that the features didn’t matter to his buyer. He knew that his buyer just wanted to take their music with them. Steve Jobs taught us that buyers are willing to pay double if you just give them what they want.
So, let’s give them what they want…
Steve Jobs had clarity of purpose and was able to build a deep, cult-like following that disrupted whole industries. So, first things, first. Let’s get really clear about why we exist. Sounds easy, right. Sort of, but not really. A lot of people get tripped up by this.
We don’t exist to deliver a superior technology, or the most comfortable shoes you’ve ever worn. We exist to deliver an elevated state of being – a Promised Land.
What is the Promised Land that you can deliver to your customer?
Here’s a hint. The Promised Land is NOT having your product or service. The Promised Land is what life is like thanks to having your product or service.
For example – if you work with Ah-Ha Marketing, you’ll have access to amazing industry experts and a community of entrepreneurs just like you. That’s a fact, but it isn’t the Promised Land.
The Promised Land is… drumroll, please…
Your brilliant ideas connected to the buyers who need them.
Let’s take a breath. That’s a lot to process. There’s a very fine line between what your product does and the Promised Land you deliver. Need a little more inspiration? Check out this Ted Talk by Simon Sinek. If this doesn’t get you thinking about the Promised Land, you might just be doomed to have bad hair marketing.
So that was inspiring, right? Now that you’re in the right mindset, go ahead, write it down.
What is the Promised Land that you can bring your customers? Leave it in the comments. Better yet, tweet it to @Ah_Ha_Marketing.
Getting this part right is they key to eliminating bad hair marketing. Once you know the Promised Land, you can start planning the journey you’ll take your customers on to get there. More about that next week. For now, check out this post on Content Marketing – it will help you get ready for that journey we’re about to go on.
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