You and I both know your marketing should bring you business.

But that's not to say it happens.

The truth is most marketing fails because -- as discussed in detail in my new book, The "You" Effect (https://www.theyoueffectbook.com) -- attention is focused on the wrong subjects. Messages get ignored because they don't deliver content prospects want.

You don't have to look far to see brands blasting out one-way, ego-based messages about their companies or products/services. "Look at us ... look at us ... we're great and we want to help you," screams their marketing.

Of course, this crappy content kills marketing efforts -- but there's something else that drains marketing budgets like a flushed toilet bowl ...

Targeting the wrong audience.

Your best bet when marketing is to communicate with people who already expressed interest in what you offer. (On a side note, this is why you should never stop delivering information that adds people to your prospect list.)

When you enter the convincing game and try to convert people's beliefs about why they need your product or service, you invite marketing disasters.

Let me give you an example that explains why ...

In an election year, it amazes me how many people volunteer their political views in public with the hopes of seeking support.

When someone pushes their political opinions on you, especially when those beliefs differ from yours, how do you feel?

It's frustrating, right? In some instances, you probably want to fire back with your opinions.

These feelings are due to the consistency principle. Once we make up our minds about an issue, we naturally prefer to stay consistent about that thought. In fact, when that belief gets attacked, the instinctive reaction is to take a stubborn stand and fight stronger for your thoughts.

The greater the push, the stronger the belief becomes.

So when you try to convince people why they need what you offer, you fight a no-win battle.

Now do you understand why trying to convince people in your marketing is so expensive?

Instead of spending time (and your marketing budget) on people who you think need what you offer, direct your efforts toward those who demonstrate desire for the solution provided by your product or service.

Tom Trush is available on his website at https://www.writewaysolutions.com

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© Trey Ryder

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