How To Sell In Crowded & Sophisticated Markets
How To Sell In Crowded & Sophisticated Markets
ISSUE #83
Sometimes it feels like every market out there is oversaturated.
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Sometimes it feels like every market out there is oversaturated.
Competition is high, ads are everywhere in our digital experience, and the barriers to enter most markets is low.
How can you stand out or have a unique value proposition when the people you are trying to attract have already seen and heard it all
Today’s deep dive will share a couple of strategies to help you reach your market more effectively in 2024.
Let’s dive in 
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DEEP DIVE –
Part 1:
Don’t Bury The Lede
Consumers are becoming more aware, conscious, and sophisticated with each passing day.
We’ve all seen marketing messages of every flavor. We know how to search for alternatives and do research on a company’s reputation before buying.
And beyond the noise of “just” the competition directly in your market, we all have an endless number of options for where else to give our attention in any given moment.
There is less patience and attention span that we can count on to carry people through the content and messages we put out into the world. There is less novelty and therefore less curiosity that will keep people engaged with your brand the moment they begin to get distracted.
The solution is not in your next long form webinar or VSL or sales page or piece of authority content.
Yes of course it is great to have the time and space to set a strong frame, overcome all the main objections, stoke desire, and make a full pitch…
…but the world’s best crafted message won’t deliver new customers if no one takes the time to consume it.
While direct response marketing has traditionally leaned on hype, curiosity, initial misdirection, and bold claims — there is a growing number of examples of businesses succeeding through hyper transparency.
If you haven’t tested the approach out, give short and transparent messaging a go.
A simple and clear message that lays out how your offer promises to get a person results where they may have struggled in the past followed by a simple call to action can succeed where traditional marketing strategies are failing.
Not only can this approach attract people who value their time, energy, and attention but it generates quality leads because they are taking action because they want your help with their problems…
…as opposed to moving forward because they’re trying to get some clarity or some free information.
Part 2:
Scale Through Human Contact, Not Automations
The marketing world is filled with automated sequences and messages.
Those who got in on it early were able to scale faster than their peers but now everyone’s inboxes are overstuffed with automated marketing messages.
In a world of automation, non automation actually stands out.
An ever growing segment of the population wants to feel that they are cared about as an individual as opposed to being treated as one of many who go through the exact same automated sequence.
Especially if your current automations are performing worse than they used to, simply talking with prospects and people in the market can be incredibly enlightening.
In the 1:1 context, you can figure out together if you can help & tailor a call t o action around their situation.
When there is a real human connection involved even before they’ve paid you any money, you build more trust, gain more insight, and close sales at a higher rate.
In fact, the pursuit of automation is often fear or laziness that is covered up by the “good reason” of building a scalable system.
But you can scale a manual process. Sure it is more costly but if it ultimately brings better results, it is worth it.
Especially as the effectiveness of automated sequences continues to decay as people crave authenticity, transparency, and connection in all areas of life.
The great marketers of all time have always known that customer development, market development, offer development, and messaging development never stops.
The more leads you talk to directly, the better your marketing will perform.
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