Clarity: Be ruthlessly simple in your messaging.
In the last quarter of the year, email marketing volume always increases as the holidays approach. With all the noise, you’ve got to be incredibly clear in your company messaging.
Otherwise, people will ignore you and forget you.
Most of the time, companies try to communicate TOO much of what they do. And like a toddler mixing too many colors, they end up with a muddy brown mess. That confusion costs you. If customers don’t understand what you do, they’ll leave your website and go buy from a competitor.
You have to be ruthlessly clear, especially on your website. Here’s how: Focus on the most important problem you solve. Say how your product or service solves that problem. Then say how that solution makes someone’s life better. That’s it.
Authority: Show how you help -- don’t just tell.
Whether you’re selling to businesses or consumers, you can bet budgets will be tighter this holiday season.
To combat price resistance, you can slash prices and offer deep discounts. Or you can stand by your pricing and show why it’s worth it.
To do that, you need strong customer testimonials. Let people see for themselves that you have the authority and experience to solve the problem they have.
Reach out to your existing satisfied customers. Ask them to share specifically how your product or service made their life better.
Then, use those testimonials freely throughout your holiday marketing campaigns. It’s real-world proof of your messaging that gives customers the confidence to buy.
Certainty: Don’t be afraid to ask for the sale.
Here’s a common concern my team and I have heard over the last few months: “But isn’t it inconsiderate to ask people to buy right now?”
I understand that hesitation. You’re trying to be mindful of the difficult position some people may be in right now.
But remember this: if your product or service will truly solve a problem your customer is facing, it’s your duty to confidently call that person to action.
Because you’ve done everything else on this list -- demonstrating your empathy, authority, and clarity -- your confident calls to action won’t feel smarmy or pushy.
Finally, let me just say: you’re doing great. You’re adapting to the wildest of times with excellence, tenacity, and humility.
You deserve a hug. And a donut. And a raise.
Now, it’s time to finish 2020 well. With these four strategies, I know you can do it -- and you’ll carry incredible momentum into 2021.