Why Marketing Fails: And Why Marketers Get Attraction Wrong Time and Time Again

Conversion fails for simple reasons.

Labour pains vs. Baby

Which of the two would attract you if you were a woman?

You're saying baby, right?

But look around you

Every stupid marketer on the planet is selling his product or his service.

They're talking about the benefits of their service or product.

They're talking about the process involved in using their product or service.

Let's get one thing straight

You're not selling a product or service.

You're not even selling the benefits and features.

You're selling the want factor.

The want factor is something that I want

So let's take chocolate.

Am I buying chocolate?

Am I buying the features of chocolate? Or the benefits?

Or am I buying the feeling I get when I eat the chocolate?

And yet, marketers don't sell what people want

They sell their wonderful process.

They sell the 'labour pains'.

No one cares about your process. No one cares about how you have this grrrreat marketing program, this wonderful system to write better, this whatever it is you're selling.

They only, care about the baby

They only care about profits.

They only care about customers.

They only care about results.

They give a damn about your wonderful method.

So how do we know that to be true?

Give them the customers without the 'marketing system'.

Give them the results without the 'wonderful strategy'.

Give them the profits, and watch as they toss you aside, and rush towards the mucho dollars!

But marketers are ignorant. So they continue to sell the 'labour pains'.

They brand their products and services according to 'labour pains'.

They write their copy and put in graphics that emphasise 'labour pains'.

They make their presentations and create their marketing material around 'labour pains.'

And customers don't care. It's not like customers look at you, and think you're a dope. They just don't care about what you're selling.

Emphasise 'labour pains' and you get nothing

Emphasise 'baby' and watch the reaction change instantly.

ŠPsychotactics Ltd. All Rights Reserved.
Wouldn't you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas, on copywriting, public speaking, sales conversion, marketing strategy, psychological tactics and branding. Head down to http://www.psychotactics.com today and judge for yourself.


SecurityMetrics for PCI Compliance, QSA, IDS, Penetration Testing, Forensics, and Vulnerability Assessment

Share/Bookmark


Many of the 1000+ articles on Frugal Fun and Frugal Marketing have been gathered into magazines. If you'd like to read more great content on these topics, please click on the name of the magazine you'd like to visit.

Ethics Articles - Down to Business Magazine - Frugal & Fashionable Living Magazine
Global Travel Review - Global Arts Review - Peace & Politics Magazine
Frugal Marketing Tips - Frugal Fun Tips - Principled Profit
Why The Business Ethics Pledge Campaign
Clean and Green Marketing

Our Privacy Policy



Click here to order Shel's books on cost-effective and ethical marketing

This site is brought to you by Shel Horowitz,
Director of Accurate Writing & More--bringing you marketing,
writing, and career assistance since 1981.
(413) 586-2388

For information on reprinting articles from this site, click here.

You're also invited to visit our sister sites:
http://www.principledprofit.com
(ethical, cooperative, and profitable business success) http://www.frugalfun.com
(How to have more fun and spend a lot less money)
http://www.accuratewriting.com
(marketing, writing, and career services)

Social networking icons by komodomedia.com.

Disclosures of Material Connections:

Site copyright © 2000-2011 by Shel Horowitz