When it comes to building a brand and a sustainable business, proper message positioning and interpretation are essential. There is a psychology to how to effectively communicate messaging within marketing. We’re humans after all. It’s important to know what’s appropriate and what works. The incorrect positioning of the “Let Me Help You” approach is not the best practice to establish trust and long-lasting engagement with your audience.
Question: “Well, aren’t we supposed to show our audience how we can help?”
Absolutely! That’s the primary takeaway from any marketing message. The goal is to demonstrate how your brand improves their quality of life in some shape, form, or fashion.
Key things to take from this article:
- You are not the savior in your customer/client journey. They are.
- You are simply the bridge to get them from Point A to Point B. It’s not about you.
- They are utilizing you as a resource. It is up to them to use your resources and instruction to make it a happy ending.
When your company is immediately into placed savior mode, it creates a relationship of dependency that doesn’t end well. However, this is not to get misconstrued with positioning yourself as the best solution and expert (someone who knows what they’re talking about). There are marketing approaches that place the company in the position of “If you don’t work with us, your business/life will be in shambles”. Is that really how you want to invite people to work with you? Keep in mind, I said invite, not convince.
There is a thin line between giving “you need me” vibes. As opposed to “we know what your struggle is, we have a solution, potentially this is what you will continue to struggle with if you do not make a decision”. The keyword here is the decision.
Your messaging should give your audience the power of decision.
There is an art to incorporating FOMO into messaging without bullying someone into a sale. No one should buy scared. The approach should always be collaborative. Proper messaging should give the notion of “We’ve sent you the invitation to work with us (via sales page, sales email, whatever). If YOU decide to work with us, here’s what we’ll accomplish together”. When you market to the right people, there is no need to enforce the “you need us” approach.
You simply inform your audience of what you offer, who your ideal clientele is for that offer, and the cost and process to get started.
It’s that simple. Your messaging should never be in the position of convincing. You are there to inform of a solution so your target audience can decide to collaborate. Allow your customer/client to be the hero of their own success story. Allow them the opportunity to utilize your expertise and tools. Naturally, they will see and share the benefits of what they were able to accomplish by partnering with you. Tweaking the ‘Let Me Help You’ approach increases your likelihood of sales, the likelihood of your customer/client staying with you and continuing to work with you.
Share this with your Marketing Team or your Company Writers. This simple shift will upgrade your messaging to top-tier, elite status and allow you to welcome that same kind of clientele.