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The Marketing Paradox: Why "brilliance" isn't so "brilliant"

plus, how the hidden implications of "container envy" may be crippling your business

By John David Balla

Sedona, AZ - Ever heard of “container envy?”

It’s a ubiquitous business obsession that no one wants to talk about because, well, how can you? You are not conscious of it, but in a few moments, you will be, and what’s more, the remedy will unleash the marketing brilliance your online business (offline too) so desperately yearns for.

The Paradox

Brilliance is both highly overrated and misunderstood. As an overused and misapplied oxymoron it is more often located, not in the mind of a genius, but in the benign fundamentals of execution. Quite a paradox, and one for which the truth is mysteriously harnessed, yet sadly overlooked.

Fundamentals of marketing

No surprise, the fundamentals of marketing are simple and yes, brilliant in their simplicity. Just three banal activities that even the likes of Forrest Gump could master.

• Prospecting (Leads)
• Acquisition (Sales)
• Retention (Additional sales/customer loyalty)

The overwhelming majority of online businesses do a gravely poor job at all three. Indeed, the propaganda of “if you build it, they will come” has wedged a very dark cloud between the business owner and reality.

How “Container Envy” is killing your business

Now forget about what I said for just a moment… leads, and sales, and customer retention, and all that stuff.

Forget about your website, or building one. Stop thinking about “the containers” you put your marketing dollars into. After all, websites and newsletters, print ads, and radio commercials, infomercials, and even coupons, are all just that: Containers. And by themselves, they have no intrinsic value. None. Nada.

It’s not the container, but the “content” inside the container

What goes into our marketing containers is 90 percent of what really matters, yet sadly, most businesses pay almost zero attention to this, having been convinced that there is some secret magic to having a really good container, better known today as a, dare I say it, a website.

There is only one skill that bridges all three marketing fundamentals mentioned above, and does so completely. Better yet, anyone can learn it, and it requires no technical skills whatsoever.

I’m talking about copywriting, 90 percent of the content you put into your container. (The rest is just fluff). And in a moment you will see why creating good copy both supersedes and transcends our obsession with the containers we put them into.

Here are a few of the most “tried and true” copywriting elements (container content) that every online (and offline) business should utilize religiously:

The Headline:

Though there are exceptions, the most effective headlines either ask a question that speaks to a prospect’s desires or fears, or alternatively, makes a bold claim. Questions are almost irresistible to avoid reading. Why? Because a question plays directly to our ego by giving us “personal attention” and also implicating our sense of self worth.

Really awesome headlines also incorporate a Unique Selling Proposition (USP). This is especially important in online marketing where research shows that the average prospect will determine within 1-5 seconds whether to stay on a newly visited site. By the way, over 80 percent abandon the site within that time, primarily because there was no clear and concise message that aligned with either their desires or fears.

In other words, a really cool container with nothing valuable inside, at least, according to the prospect, the only one who really matters.

The Unique Selling Proposition

In his classic book, Reality in Advertising, Rosser Reeves introduced the notion of the Unique Selling Proposition, or simply, USP. According to Reeves, a USP must possess three attributes:

• A Benefit (that speaks to the customer’s desires, or conversely, their fear
• Differentiation:  Provide something that the competition cannot, or for whatever reason, does not offer, something that isn’t trivial, but tangible and valuable.
• Boldness: The proposition must be profound, so profound that it has the ability to move the masses to your offer.

Without a unique selling proposition, your product or service stands in the middle of your competition without differentiation. In other words, you provide little reason for them to choose “you” over “them.”

Look at what you offer compared to your competitors, and delineate the aspects of your product or service that are unique or exclusive, or could be perceived that way. Your USP should answer the critic’s question: “So what?” or “Who cares?” When it does, you have successfully differentiated yourself. You are “standing out” as opposed to “standing among.”

Here’s a legendary story from Claude Hopkins’ book, Scientific Advertising…

Sense of urgency/call to action:

If you don’t create a sense of urgency to buy your product or service, your interested prospect will behave in kind, that is, they will relegate your value proposition to the back burner of their priorities, which will whither away into oblivion. The only real exception here is if they already have a “sense of urgency,” which is most uncommon.

Limited time offers work well here. Also, if you are selling a service, indicating that in order to ensure quality service, there are strict limits in the number of new clients you can take on… However, stay in integrity. Only make statements that are truthful. (But for small businesses, the above example is almost always true.)

Other tried and true techniques:

• Order/Call Now or Miss Out
• Act Now. Limited Time Offer Expires […]
• Don’t risk foregoing literally […] of […] ahead.

In any case, if you don’t ask for the order, either in a bold, in-your-face way, or more subtly and indirect, don’t expect any orders. Which style you use depends not so much on your personal preferences, but rather, the preferences and personalities of your customers and prospects. Remember, you are writing for them, not you. But whatever you do, in the very least, put your phone front and center on your home page. Don’t make the prospect have to hunt around to find it. Make the buying process as easy as possible.

List the Benefits:

It’s best to use bulleted lists when laying out your benefits. They are easy on the eye and stand out from the rest of the copy. Also, benefits “should not” be a list of product or service features. Features are important, but typically lack excitement and specifics that make the prospect “get it.” That’s where benefits come in.

Here is an example, using an air purifier product, which highlights the profound differences between features and benefits.

Provide “Proof”

Really, we’re talking about evidence here. Where appropriate, use charts and statistics as your proof, or quote an authority in your field for proof, or use other authoritative facts (It’s so easy to do today with a bit of “Googling”). And of course, the real world examples (testimonials) provide even more proof that what you are claiming is true.

Make a Promise

Simply spell out what you sincerely believe to be true, and do so in a personal way. For example, if your product is made from the highest quality materials, don’t say something benign like “Great Quality.” Instead consider saying, “I personally guarantee that [the product]  is made from the best available materials with impeccable attention to quality…”

If you are selling price instead of quality, try the Walmart approach: “Best prices, always,” or something like that.

Other important copywriting elements that remove prospect objections:

• Money Back Guarantee: Research shows that on average, about 5 percent off all purchases are returned, but sales growth can exceed as much as 50 percent by using this provision alone
• Free Shipping: Everybody loves free. If you can afford to do it, your sales will benefit.
• Free Anything: It’s hard to go wrong with a free offer, but you can, and I’ve seen it happen.

Free offers, to be effective, must show (prove) that the item actually has high value. In fact, if the item is regularly sold for $25, say it! “This product regularly sells for […] Dollars, but you can get it now for free, but only through this promotion, and only until […]. See the tactics being used: 1) “Special offer discount” = A Call to Action; 2) “…only through this promotion” = Exclusivity; and 3) “and only until” = “Sense of Urgency.”

*   *   *

After all, whipping up a great stew depends on the substance of the ingredients, not the quality of the kettle.

So take back control of your online business and start cookin’. When you’re done, you will still have all those wonderful containers at your disposal, but for the time being, all you need is a pen and paper, and the willingness to work on your message… the lifeblood of your business. 

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