When I first moved into the shop we are in now, I had a huge wake up moment.
Its January 2021. Its not a super fun winter and its pretty nasty, bitter cold.
I had booked a client with a used Porsche 911. He had come in for a consult on this black, 40,000 mile, 10 year old car.
It should have been my first red flag that he brought it out in the crappy weather….
It had been run on the track, it needed some work. I had done a test spot for him to show him that there was going to be a massive difference on the other end.
He loved how I erased all the years of abuse this thing had.
He had originally came in asking for a detail and I immediately wanted to sell him a coating.
He walked out on me! Literally didn’t say a word to me, turned around, got in his car and left the shop.
I stood there, stunned like a deer in headlights staring down an F150 on a Georgia Backroad in the middle of June.
I got a message from him later apologizing for it - he felt obligated to tell me what was going on.
He told me that my website and advertising wasn’t clear.
He had seen a standard auto detailing ad (when I was still running them) and when he clicked it, it dropped him onto a ceramic coating landing page.
When I got the lead, I could see what page it came from.
he didn’t understand what he was looking at it - but filled the form out anyway!
People are very stupid. They don’t read things. They don’t pay attention. They flat out ignore what you say.
But it told me one thing.
MY MARKETING WASN’T CLEAR OR ORGANIZED!
CAN’T SEE A DAMN THING - boomer
Clarity. Its what I was missing.
Clarity in marketing is being crystal clear about what you do, who you do it for, and what the benefits are, so your customers can easily understand what you do.
After all, when you think about how people shop, that’s exactly what they do.
They want to know who you are, what you do, and why you should care. Seems pretty basic right?
Why it Matters
Clarity matters because the more clearly you define what you do, the easier it will be to gain traction. The key word here is easier.
If you look at human nature, your strategic go-to-market leader, you’d know that anytime someone has to think, there’s friction.
So you HAVE to be easy to understand… your business depends on that.
Think of it like shopping.
Let’s say you’re in a busy mall with one goal: buying a new pair of shoes. Hopefully not some dumb shit like yeezys or something.
You’d be on the lookout for the first sign of a shoe store, reading signs, staring at windows, and bobbing your head up and down like a mother who lost her child.
But at this mall, there’s a problem…every store kind of looks the same. And after a quick lap, you think…
“Wow, they don’t have a shoe store, let me go somewhere else….”
Guess what: YOUR ADS WORK THE SAME WAY!
If you don’t immediately make it clear what you do, chances are, your future customers aren’t going to stick around to find out.
“Marketing For Dummies”
The one thing I do is, I work with a ton of Tesla owners.
I was inside of one of my blogs that I frequent and I came across this and I have been saving it for this.
To sum it up, I have only one thing to say.
It’s less about what you say & more about how you say.
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“Marketing Memes”
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