Marketing Tip: Stop Chasing the Next Sale

I don’t know which is worse – the entrepreneurs who hire me to write customer acquisition stuff over and over and over again, or the guys who think that’s all copywriters are good for.

There’s a movement in marketing today that would have you believe that customer acquisition is THE ONLY THING that matters. They are constantly chasing the “next” sale. Constantly trying to get that next click on the Buy button. Top of the funnel is where it’s at, baby! get ’em in and they’ll buy, buy, buy. But the trick is to get them in…

Or is it?

In my years of experience, I gotta say, more money was made from REPEAT sales than it ever was by chasing new clients. Sure, a steady rate of acquisition ensures that business never “dries up”. But it isn’t the end-all, be-all that today’s marketing messages and marketing gurus would have you buy into.

Let me explain.

In simple terms, in the real world, you’ve got customers at ALL levels of the buying process. You’ve got the “before” new folks. You’ve got the “during” people who are in the process of making the decision whether or not to purchase from you. And you’ve got the “after” customers who have actually put money in your pocket.

Now, many of you only care about the “after” folks long enough to send a short one-line “thanks for buying my crap” email before you hit them with another “buy from me” message. In fact, MOST of those “thank you” messages end with another offer to buy.

MOST of your blogs and social media posts are the same stuff – buy my crap, buy my crap, buy my crap. Over and over and over again. Chasing the next sale like a hamster in a wheel.

And, if we’re honest, most of you who practice this type of hamster wheel marketing probably NEED that next sale, because you DON’T know where your next one will come from. And that keeps you running like our little rodent friend.

You’re spending so much time chasing the NEXT sale that you’ve forgotten the LAST one.

You do nothing to nurture the customers that have already purchased from you. You do little to encourage them to stick around your communities or email lists. All your content, all your copy, all your videos and blog posts and tweets are so centered on the buy-my-crap, “next” sale, why would they want to?

There’s a fine balance when it comes to content marketing. You can go too far into the content and forget to market, true. Many do. But you can also go too far into the marketing and forget the content. Or rather, forget that there is more than one purpose of creating content.

Take a look at your marketing. A real hard look. Just how much content, how much copy, how much effort is going into that next sale? And how much is going into community building? Customer support (and NO, one page on your website does NOT count)? Showing appreciation and gratitude for the people who are those putting pennies in your pocket?

Content has many uses. Funnels have many levels. Your business has, hopefully, customers in every stage of the purchase process. How well are you meeting ALL their needs? Meet them, and you’ll meet more of your needs. Otherwise, you’ll be left chasing that next sale over and over and over again.

There’s more to marketing than a hamster wheel. Isn’t it time you got off?

(If you feel you need some help with content strategy – using content for more than just making that next sale – you can schedule a free 20 minute consult call here. for those who need serious help, Bloomers Marketing consulting fees are $125/hour, with a 3 – 6 month written, easy to follow content strategy plan for an additional fee.)

What Does Your Copy Have to Say About Your Integrity?

Content MarketingThere was an interesting “chat” on Twitter today about brand integrity. What it is and how you can protect it.How you can present it to your prospects and clients. How you can lose it, and how you can get it back. In short, the following points were made:

  •  Integrity is walking the talk. Doing what you say you will, what you say you can. It’s honesty in action.
  • The best ways to communicate your integrity are through clear messaging – no misunderstanding, no mistrust – and through client testimonials – showing how others trust you.
  • The easiest ways to build that trust and integrity are to build relationships rather than make customers, to treat customers as people worthy of your respect, and to admit fault when you are wrong.
  • The easiest way to lose that trust and tarnish your integrity is to not follow through on what you say you will do.
  • The easiest way to rebuild trust is to simply admit fault, and build better relationships.

I’d say we all pretty much want to be known for our integrity. We want customers to be able to trust us. We want clients to know they are important to us, and worthy of our respect. We want to build families or tribes or flocks of loyal, valued, and therefore valuable, customers. It’s been proven to lead to business success time and time again.

Now, to that end, I want you to pay close attention to the ways to communicate your integrity and trustworthiness…through messaging and testimonials.

How’s your message? What kind of story are you telling your prospects? What sort of customer does your messaging attract?

A misleading message can do just that – mislead the customer. A confusing message will result in confused, unhappy customers (IF they can get to the customer phase.) I audited a couple of websites this morning before the Twitter chat. BOTH had messaging problems. The first had a tab that read “Purchase Product” but instead of an actual purchase page, that tab lead to reviews of the products. I never could figure out how to buy the guy’s stuff. The second one was a simple blog-post-as-landing-page. The headline and introduction of the article promised one thing, but then the body of the article discussed something completely different. In the first, the message was confused and confusing – no wonder the guy gets lots of traffic but no sales. The second was misleading, among other things, and a rewrite is in order before the site goes live to avoid customer complaints and/or a high bounce rate.

How are your testimonials? Are they detailed enough to instill trust in others? Are they current, or discussing services you no longer offer, or prices you no longer support?

Poor, outdated testimonials can hurt you in the trust and integrity department almost as much as poor messaging can. It’s the one place in the customer process where you aren’t speaking for yourself. Where others are actually doing the selling for you. In fact, 88% of consumers trust online reviews and testimonials. And, they don’t have to be “good” reviews, either. But they DO need to be relevant and real. Otherwise, they won’t do you much good.

So, where do we come in? Here at Bloomers Marketing, we specialize in creating clear, concise web copy, whether for a sales funnel or your site. Your customers won’t find your message confusing or misleading. We can express even the most complex messages in clear, easily understood language. And with our testimonial services, you can have current, relevant customer stories to share with your new prospects. (You can find details on both on our Services page.)

Don’t let your integrity and trustworthiness suffer from poor copy. Don’t let another customer slip through your fingers due to a lack of good testimonials or reviews. We can help you and your business bloom. It’s what we do! (And you don’t have to take our word for it, either. You can find testimonials on our site, too.)