Nobody likes marketing.
And with platforms like YouTube Premium having 100 million subscribers in 2024, that hatred isn’t going away any time soon.
But why is that?
In this article, I’ll unveil the number one cause of ad hatred, and how to take any advertising from an annoyance to something that people genuinely enjoy seeing again, and again, and again. Every business owner's wet dream, essentially.
Why Nobody Likes Marketing.
Think back a second; what was the last ad you remember seeing?
How about the last 10?
Do any come to mind?
You know why?
Because marketing, in general, has a history of lying.
Decades of fake claims, and too good to be true offers that everyone and their dog have come to expect from advertising.
And just like the ‘boy who cried wolf’, long histories of lying make it very hard to convince people you’re telling the truth about your product.
Everyone will hate your ads if you do this.
If there is any hypocrisy in your advertising, even about the smallest thing, nobody will want anything to do with you.
Marketing isn’t like politics: you can’t say one thing and do another.
Especially if you’re a new company.
Just the other day, I needed three logos of mine upscaled to a higher resolution.
So I looked around on Google but couldn't find a single website/service that didn’t make you pay half your life savings for a monthly or yearly plan. I just needed three pictures vectorised, not an entire photoshoot!
Anyway, I was about to give up until I found one website with a Google ad saying, “Get your images vectorised for just a one-time purchase of £1.”
Finally! The exact thing I wanted. The website seemed pretty legitimate too. And, without any scepticism, I put my credit card details in and got my three pictures upscaled. Life was all good.
Or so I thought. Two days later, I decided to check my bank balance, and my heart sank:
A completely unknown transaction from the same website where I upscaled my logos.
Immediately, I’m emailing their info address, combing through all their reviews on Trustpilot to see if this has happened before, trying to figure out what the hell is going on.
And you know how they did it?
Well, in the terms and conditions (the thing that nobody reads) it says that the £1 is for a 48-hour trial of their premium product before charging you £25 for a monthly subscription.
Nice of them to mention it.
Now, I will never buy from those guys again because they lied by omission. You need to avoid this at all costs.
Even if it isn’t intentional: If it’s your name and it has one hypocrisy, you’re done.
How to create marketing that people actually enjoy seeing.
Now, here’s the good stuff.
There are two ways you can actually make your advertising work:
Always make sure the reader knows exactly what they are getting into.
Make an irresistible guarantee, and back it up.
First point: You could have the most fantastic product in the world, but as soon as you leave the customer confused, even the slightest, you have lost the sale.
Customer needs to know exactly what he/she is getting into before they click the buy now button.
Don’t bore them with technicalities, of course. But if there is an element of your product that you know is a direct benefit to the consumer, highlight it. And as many of those benefits as you can.
Second point: Having a no-risk guarantee for whatever you are selling will supercharge your lead conversion rate.
Seriously! Very few companies actually have the kind of skin in the game to give full refund if the customer doesn’t get what they want out of their service/product.
You don’t know the kind of confidence that shows.
Not to mention the reputation you’ll build in your local area for having a guarantee that you actually live up to.
So always provide a guarantee. Always give a clear picture of what your prospect is getting. Both don’t take much energy to implement, and the reward you get from them will be absolutely worth it.
Take it easy,
Daniel
P.S. Would you like a marketing agency that actually guarantees results? Why not click here and get in touch with us.
We are so confident that you’ll get the results we promise that we offer full refunds if those results are not met. No hidden clauses or small print in the paperwork: We win when you win.
Sound good? Then click here to get in touch.
Comentários