This is why it is SO important to share MARKET related content with your customers or prospects, not "features & benefits" or PRODUCT related content. 

Only 3% of your audience is ready to buy today, and only another 7% is OPEN to buying today.

 
 Source: "The Ultimate Sales Machine", by Chet Holmes

Source: "The Ultimate Sales Machine", by Chet Holmes

 

That means when you advertise or share content that is PRODUCT specific, you are basically wasting your time. Only 10% of your audience MIGHT buy. AND, if only 10% of your audience actually SEES your ad, only ONE PERCENT gets any value out of it. 

If your PRODUCT related ad is on social media, very few people will click the "like" or share button, so you will get ZERO organic reach.  

Imagine you are a B2B commercial carpet cleaning company and sales are down. You’d like to create an ad that will bring in some new leads. So you decide to run a promotion: "20% off carpet cleaning. Offer is only good today! Our products are the best because they have XYZ features and benefits.”

You will probably sell some carpet cleanings, but only to the small percentage of companies who are ready to buy. AND, to the companies that only buy on price. Probably not the customer you want, right?

This is also a very short sided plan. Once your promo is over, you haven't made any progress on customer acquisition.

Instead, what if you came up with a plan to create MARKET related content to share with your prospects and customers?

Here are a few examples of MARKET related content headlines:

  • “Meet the 5 ugliest creatures living on your office carpet!” (posted with a picture of an ugly bug)
  • “How to clean your office carpet on a budget.” 
  • “5 ways to increase productivity this summer at your office”. 
  • “How carpet has changed in the last 50 years. A fascinating story told by Abraham Lincoln!”

You get the idea- MARKET related content will get more people interested. It will get more “likes” and shares on social media. 

Another way to think about this is to follow Chet Holmes’ Stadium Pitch rule: if you were given the chance to speak to a LIVE audience, filled with your ideal customers, what would you talk about? How could you keep their attention for 30 minutes, or even an hour?

If you talked about a discount or PRODUCT features, 90% of the room would leave immediately.

But if your speech was educational, funny, motivational, and was MARKET related, almost everyone will stick around. 

If you’re going to spend the time to create ads or content, make sure it’s MARKET related, NOT product related. 

Your customers will appreciate it. 


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Brad Telker
Vice President of Commercial Sales at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of Commercial Sales, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys photography, running and spending time with his family.


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