Have you heard of the “Google Marketing Slap”?
If you haven’t heard of it, it’s likely robbing you of a significant amount of new customer sales.
Here’s how it works:
Step 1: A prospect enters your marketing funnel.
Step 2: They watch your video sales letter.
Step 3: They hear you mention one of the “trigger” words or phrases.
Step 4. They immediately press pause on your video… and go over to Google to search for where they can get a cheaper, more convenient version of your product.
Step 5: You lose a sale.
Step 6: Your competitor gets what could have been your new customer.
This is happening to you over and over if your marketing message isn’t properly designed to prevent prospects from viewing your product as a generic, commoditized solution.
For example:
Let’s suppose you’re marketing and selling a powerful fat burning supplement.
It has great branding, a great name, a great website, and great testimonials and case studies.
But, in the middle of your marketing message you tell prospects the reason why your fat burner works is because it contains the amino acid L-Carnitine – a “nutrient” which can be obtained in a variety of different products from a variety of different sources.
On the surface, this may not seem like a big deal.
I mean, you’re just explaining how your fat burner works to help your prospects lose weight, right?
Wrong!
Now, because of the way your marketing message is constructed, there’s no longer anything unique, different, or special about your fat burning supplement.
Boom… Google Marketing Slap.
Your prospects press pause on your video, go over to Google, and do a quick search for L-Carnitine.
What comes up?
Dozens, if not hundreds of different options for where to get it cheaper, faster, etc.
This is why you must, MUST make sure your marketing NEVER positions your product or service as a generic, commoditized solution.
Instead, you want your marketing message to present your prospects with a “proprietary solution”. Offer them something exclusive and different.
That’s what having a Unique Mechanism™ at the heart of your marketing does for you.
Ok, that’s enough for today.
Keep your eyes peeled for Part 2 where we dive deeper on how to create the powerful Unique Mechanism that fuels your marketing.
Talk soon,
Todd