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Why marketing is a zero-sum game
Thu, May 07, 2020
We marketers often get it wrong.
That’s because we swap the two parameters that most influence the call to action – time and money.
We want to make our prospects spend more money on us and buy our offering(s).
But guess what stands in the way?
Our own messaging that often makes them spend more time figuring our offering(s) out.
If we spend less time thinking through our messaging, they’ll need to spend more time to understand our offering(s) and get that decision-making clarity.
The longer they need to figure out our messaging, the longer it’ll take to hit home. With every passing moment, the call to action starts to fade.
If we spend a lot of time thinking through our messaging, our prospects will arrive at decision-making clarity much faster.
The faster they figure out our messaging, the more likely they are to click and convert.
It’s a zero-sum game – us or them.
One of us will have to spend more time so that the other spends more money. It’s us or them.
Do you want to spend more time or money?
If you can't explain it simply, you don't understand it well enough.
Takeaway
- How intentional are you about your messaging and marketing?
- Who should spend time figuring out your messaging – you or your prospects?
- Are you ready to audit your messaging and see if your prospects get it right away?
