5 reasons you’re missing your revenue targets
We all had revenue goals for 2021.
How did you do? Did you hit your target?
Can you do better in the second half - Q3 and 4?
We are still dealing with uncertainty and incredible challenges but it’s not going to last forever.
Will you be ready to make a lot of money on the rebound?
If you’re all set on your revenue goals for this year, then just accept my virtual high five and delete this email.
But for the rest of us mere mortals, listen up…
Here are 5 marketing mistakes that have been weighing you down and costing you revenue.
1. You aren’t talking about your customer’s problems
For most business owners, their first instinct is to talk about themselves or their businesses on their website.
The problem is you’re not hooking visitors when they come to your homepage. Are they finding something about their problem on your website?
Your product is the solution to your customer’s problems.
You’ll connect with people where they’re hurting and you talk about that pain so that the solution, your product, makes sense.
Print out your website – take a red pen, and draw a circle around the words every time you talk about your customer’s problem. If you don’t see at least two or three red circles on your homepage, you’re not talking enough about your customers problems.
People are only interested in you when you can solve their problems.
2. You’re using too much copy
There are way too many words on your website.
When somebody goes to your website they want a really quick understanding of what you can offer them.
So you’ve got to cut it down.
There are really only 7 different messages or talking points needed on your website. And they can repeated over and over again.
The overall gist of those seven messages add up to this for your client: ‘what’s in it for me?
Even your about page, should say ‘we are all about our customers and here’s why’.
Circle everything on your website that’s not about what you offer and why it matters so much to your clients, and cut it out.
I’ve cut some client websites down by 90%. I just cut out the stuff that didn’t say ‘what’s in it for me’.
Stop trying to be too clever, too much of an expert - and focus on your customer, their pain points and how you can solve the problem.
3. You don’t have a clear offer
You can only be known for one thing in the marketplace.
You can’t be known for two!
You have to decide what it is you’re going to be known for.
I know you may do 25 different things but your customers will only know you for one thing – everything can fit under that.
For example, instead of listing every single discipline or service it offers, a facilities management firm might say ‘We simplify estate management, transforming your estate from a risk to an asset.’
Or a financial advisor who offers financial planning, software to manage your money, conferences, financial advisers, real estate agents - could headline their business by saying they offer ‘financial peace’.
If it doesn’t fit under there it doesn’t fit.
4. You haven’t given customers a path
This one is simple. But not enough people get this right and it’s a massive block on revenue growth.
You might have a website that offers a great product but if it isn’t obvious what you want the customer to do to get it you’re making it hard for them.
If you don’t catch them when you’ve hooked them, they’ll just look around for another offer.
What are the steps you want your customers to take to buy your services?
It might be 3 steps – 1. Call us. 2. Get a plan. 3. Hit your revenue goals.
Make it easier for your clients to envision the path to success.
5. You’re focusing too much on yourself
I’ve saved the best till last.
This is the most important point and it’s a huge paradigm shift…
The hero is the customer, not you.
You or your business is the hero’s guide to success.
Your job is to show your clients how you can help them and solve their problem.
If you need convincing on this point just look at what happened with the European Super League fiasco in April this year.
European football club owners wanted a U.S. style competition, but they failed to account for the passion of their customers - the fans. The blowback against the European Super League can be explained in one word: risk. Fans love it and want it. Owners hate it. Less than two days after the idea was floated, the plan collapsed as most of the soccer league’s would-be founding members pulled out in the face of furious opposition from pundits, politicians, players, and—especially—fans. If the owners had understood what their customers wanted, they wouldn’t have made this mistake.
It’s a major paradigm shift not just for your marketing but for you business. Your customer is the hero and is looking for a guide, not another hero. You are NOT the hero so stop talking about yourself.
What would your business look like if you stopped telling your story and began to invite customers into a story that sees their situation transformed after using your services or products?
Every time a new client visits your website, opens an email from you, see a social media post, reads your blog, hears your elevator pitch, or your keynote speech, they should find themselves listening to a story about themselves and their business and how you can transform it by taking away the problem they’re facing.
People will feel that your brand is really special when they here this and they’ll naturally want to do business with you.
Super charge your revenue in the next 6 months to hit your goals
If you’re struggling to hit your goals, I can pretty much guarantee you’re making one of these marketing mistakes.
Let’s find it, fix it and get your business going.