5 Reasons Digital Marketing Is In Crisis Mode According To One Copywriter
If you’re like me and if you’re like my most successful clients, you realize that that digital marketing is in crisis mode. And whether you are using:
- AdWords or Facebook PPC
- Content marketing (like blogging, podcasting, YouTube videos, etc.)
- Influencer marketing, or …
- Social Media marketing (LinkedIn, Twitter, Facebook, Instagram, etc.) …
To promote your products/services or digital offerings … the goal attract leads, makes sales and become more profitable, right?
If your digital marketing campaigns are lackluster or if you feel like your digital marketing is in crisis mode, you’re not alone. 91% of our new clients come to us for help with this very challenge.
In fact, over 87% of digital marketers are asking the question: “Is digital marketing in crisis?”
The question is: “Are their multiple reasons for this dilemma or can we narrow it down to a single cause?” There are multiple reasons your digital marketing efforts may not produce, but there’s one mistake that is usually the culprit.
If your campaigns aren’t producing, here’s the likely reason your digital marketing is in crisis mode
Without question, one of the biggest mistakes I find that new clients are making is this: Creating advertising and content that appears to offer value, but when prospects dive in they’re hit with a hardcore sales message.
Advertisements, blog and social media posts and videos that used fantastical headlines and over-the-top promises used to sell lots of stuff. But with the explosion of information online, that approach became less and less effective over time.
Today, it’s considered to be one of the least effective marketing methods, and yet it’s the approach I see business owners and marketers using.
No matter what marketing strategy you use, your ads and content must offer immediate value to prospects
Yes, your ads and promotions have to deliver value (right up front) and when they don’t, it leaves prospects no choice but to look elsewhere. This same principle applies to the content you’re putting on your website as well.
The ultimate goal of marketing has changed little over the last 20-years … but the process for getting prospects to the point where they’re ready to invest in what you’re selling has changed dramatically.
To create ads, content and promotions that attract prospects, compels them to consume, act-upon and then share … you’ve got to adapt and deploy a more sophisticated approach in 2020 and beyond.
So, no matter what you’re selling, be it a product, a service or a combination of the two … your prospects exist in one of five stages of awareness as it relates to what you sell.
This applies to all markets, across all industries … including yours. Your prospects’ awareness of you, your company, your product/service, your product and/or service’s performance and their need can vary widely.
This DEMANDS that you have an intimate knowledge of your markets’ current state of awareness
When your marketing collateral or content is created and speaks to and resonates with the majority of prospects in a specific state of awareness … you’re probably going to sell a bunch of stuff.
But, if you’re marketing collateral and content addresses the wrong state of awareness … your campaign is going to fall flat and your sales are going to dry up.
Being a direct response copywriter and marketer for 22+ years, I learned this over two decades ago. Eugene Schwartz, one of the greatest direct marketing copywriters of all time revealed this to us in his classic book Breakthrough Advertising … back in 1966.
Currently, I have over 1,110 books in my library, and when it comes to marketing, advertising and human behavior … I consider Breakthrough Advertising to be the most valuable book I own.
The FIVE distinct phases of "prospect or market awareness" formulated by Schwartz in his book Breakthrough Advertising
1. The Most Aware:
The prospect knows of your product/service—knows what it does—knows he wants it. At this point, he just hasn’t gotten around to buying it yet. Your headline—in fact, your entire ad—need state little more except the name of your product and a bargain price.
2. The prospect knows of the product/service but doesn’t want it yet.
Here, your prospect isn’t completely aware of all your product/service does, or isn’t convinced of how well it does it, or hasn’t yet been told how much better it does it now.
Here—in the approach to this market—is the great bulk of all advertising. Here you are dealing with a product which is known—which has established a brand name—which has already linked itself with an acknowledged public desire and has proven that it satisfied that desire.
3. The prospect either knows, or recognizes immediately, that she wants what the product/service does; but he doesn’t yet know’ that there is a product—your product and/or service that will do it for her.
HERE YOUR CHALLENGE IS TWO-FOLD:
First, to pinpoint the ill-defined, as-yet-uncrystallized desire that is slowly spreading through great mass of prospects in your niche.
And Second, to crystallize that desire, and its solution, so sharply and so dramatically that each and every prospect will recognize it at a glance.
4. The prospect has—not a desire—but a need. He recognizes the need immediately. But he doesn’t yet realize the connection between the fulfillment of that need and your product.
This is the problem-solving ad. It might be thought of as a special case of the desire ad mentioned above, since the technique of writing it is so similar.
Here you start by naming the need and/or its solution in your headline. Then dramatize the need so vividly that the prospect realizes just how badly he needs the solution. And then present your product as the inevitable solution.
5. And finally—the most difficult. The prospect is either not aware of her desire or her need—or she won’t honestly admit it to herself without being led into it by your ad—or the need is so general and amorphous that it resists being summed up in a single headline—or it’s a secret that just can’t be verbalized.
This is the outer reach of the awareness scale. These are the people who are still the logical prospects for your product/service; and yet, in their own minds, they are hundreds of miles away from accepting that product. It is your job to bridge that gap.
What is the most-important action step you can take now that you understand Schwartz's "Five Levels of Awareness?"
It means that when you create an ad, content or marketing campaign you are NOT going to approach prospective clients with the same messaging.
My suggestion is that you begin by determining where what stage of awareness the majority of prospects in your market reside.
I would then create advertisements, content (such as blog posts, articles (i.e., “trade publications”), Instagram posts, podcast episodes, etc.) that speak directly to these prospects.
Then, over time, as your prospects’ “level of awareness” begins to mature … you will change the messaging in your ads, content and marketing campaigns so that it continues to resonate with them.
Always Deliver VALUE First!
No matter which stage you find your prospect in, your ads, content and marketing campaigns have to deliver value BEFORE you start trying to sell … period!
Wrapping It Up
You can create magnetic, irresistible and highly-effective advertisements, content and marketing campaigns consistently.
To do that, you first have to make the decision to understand what stage of awareness your prospects are in. Once you’ve done that, getting the messaging right is far easier and decidedly more profitable.
Make no mistake about it, however, that requires an investment of effort, time and probably a little bit of cash (for research) … but the benefits and financial rewards you gain as a result will be worth it — in multiples.
In my next article, I’ll cover Schwartz’s “Five Levels of Market Sophistication” … which is the remaining piece of the puzzle you’ll need to create winning ads, content and marketing campaigns that consistently get more clients and makes your business more profitable.
Which state of awareness are your prospects in? What improvements are you going to make so that you won’t have to suffer when your digital marketing is in crisis?