Doing Nothing Is Your Worst Enemy
Marketing Mistake: Not recognizing your most formidable competitor: the decision to do nothing
Do you know what one of the biggest marketing mistakes is that we make? Not recognizing our most formidable competitor: Our decision to do nothing!
While traditional marketing training and education provides focus on how to analyze and thwart competitors, not enough attention is spent on how to overcome our most formidable competitor: the decision to do nothing. It’s vital that our marketing efforts are designed not simply to promote our solutions or services as superior to our competitors’—but to make it also clear that doing nothing is a poor decision - posing significant potential risk and consequences.
Many companies fail to consider this very significant “competitor” in their marketing. It’s easy to become focused on positioning and messaging designed to show that our products or services are superior to others available on the market. But it’s not as often that we truly think about how to also ensure we’re addressing peoples' potential decision to do nothing or to significantly delay any purchase action.
By not proactively addressing the very real option of doing nothing, we run the risk of spending significant time, money, and energy proving to people that we have superior products or services—but not convincing those we're engaged with that doing nothing or delaying purchase until next year is just not an alternative worth considering. Similar to peoples' decision to do nothing is the decision to do it themselves. While some product companies need to be aware of this, service companies are particularly vulnerable to this sales opponent—and must similarly address this decision option straight on with solid messaging.
Let's talk about some steps to avoid this...
Highlight the risks of doing nothing (or the decision to do it themselves).
We have to evaluate our current marketing messaging to ensure that it clearly communicates to customers the significant risks involved with not purchasing our product or implementing our technology or services. What risks are involved for the prospect if they attempt to do it themselves with their internal resources? We need to identify all the risks involved with these bad choices—and use them in our pitch and our marketing materials.
We must treat the decision to do nothing as if it’s one of our largest competitors. Because it is.
You need to study it, know it, and be prepared to address and combat any benefits the decision to do nothing may be perceived to offer. These could be saving money in the short term, avoiding the hassle of introducing a new technology, closer control of the project, etc). As with any of our major competitors, we should be prepared to perform a quick assessment to quantify the true, long-term costs of doing nothing when compared to implementing our solution or services (for instance: total cost of ownership over time).
We must create a sense of urgency in our outbound marketing campaigns.
It’s vital to thwart any potential decision to either do nothing or delay a decision. Don’t be afraid to use fear in our marketing and advertising — it’s still one of the most effective sales incentives. However, don't fabricate it, abuse it or overuse it. Fear is like salt, a little goes a long way.
Our job is to help our prospective customers understand that while doing nothing (or significantly delaying any purchase decision) may seem an easy, money-saving decision, the risks involved are far too great to overcome those short-term savings.
That's it. Now, I have a quick favor to ask.
As I make this video, it's the beginning of 2019. After being on YouTube since 2007 I'm starting over here. Why? This is going to seem weird to a lot of folks, but it's a way for me to test myself... you know - to keep the saw sharp, so to speak.
Several years ago, I stopped using facebook. Last year I stopped using instagram. I still manage accounts for clients, I just don't use the platforms for myself. Long story short - I don't like how facebook does business - that's all the tea that needs to be served about that.
Along with that, but for completely different reasons, every year, for several years now, I've been deleting all my followers on twitter in December and starting over. I do this because it forces me to eat my own dog food as a social media marketer if I want to stay relevant.
This year, I've decided to add Youtube to the mix. How? I deleted the previous Youtube account I had for 12 years, and I'm starting over with this new account - from zero.
So now I'm in full "get more subscribers" mode to kick off this new channel and I need your help.
If you have a few extra seconds - please subscribe to my Youtube channel - that would help me out a lot. I won't even beg you to turn on notifications - but you can if you want.
Thanks again! I hope you learned a thing or two in the last few minutes and that you'll come back for more videos as I release them on a very unpredictable schedule - which is exactly what I tell my clients not to do.
The music for this videos are provided by the following artists under their creative commons licenses.
burner (birocratic) - https://soundcloud.com/birocratic