Have you noticed the massive shift in the market too?
If you’ve been in our crew long enough you’ve probably heard us say “your customers are smarter than you” many times over the years.
Here’s the thing: it’s truer than ever before.
With the rise of competition and business owners screaming from the rooftops how they can get you “1000x return” or “sharing their secrets” or that this is “the only product that can achieve their desired outcome”…
…well your customers are probably over it.
The internet has wisened up to funnels, webinars and ads and organic and email and “only chance” kind of marketing. I’ve talked to many business owners saying “results just aren’t the same as they used to be.”
✅ An increase in touchpoints are needed in the sales cycle
Across the board we are seeing an increase in needed touchpoints for customers before they buy.
Gone are the days of putting a sale ad/email in front of customers and they just instantly buy. For the most part we are seeing more questions of “is this product right for me?” across industries and businesses.
➡️ What this means for you:
Personalization and increased accessibility will help you continue to see success in sales and also create a better experience for your customers. More touchpoints (supported by ads to automate it) supports this deeper sales cycle. It’s no longer linear. You need to follow the new way of running ads:
With increase in competition not only online but in virtually every market the power is in the consumer’s hands. It’s our job as business owners to create relationships with our customers, ensure they feel heard and are making the right choice.
📌 GOOD NEWS for you: we built the Have Them At Hello philosophy on this exact premise years ago and it’s the reason why our members deploying at are having success with ads at higher rates than ever.
✅ Choose Your Own Adventure
📷Picture this: your ads and funnel need to mimic a “choose your own adventure” game for your customers now.
What we mean by that is you need to offer up multiple next steps at every stage of the buying cycle.
Here’s an example we see often for our clients ads:
🏃♀️➡️Consumer A: comes in from a lead magnet then they want to listen to a podcast episode then goes to a sales page to investigate then comes back 7 days later.
🏃♀️➡️Consumer B: joins your world via a low ticket product. Starts consuming and opens your emails for a month. They then take action 30 days later to the next offer.
These are just two examples of consumer patterns that could be happening in your business.
Neither consumer is better or worse.
What you do need to do is start to know these patterns and build ads around how individual people work.
This can all be set up for less than $3/day for each step!
➡️Have your online assets as a “checkpoint” for people to validate your business and offers.
On a call last week with a new client they mentioned that they are now treating their Instagram account as more of a “validation” check point.
What does that mean?
Well, it means they are building their content less for engagement (something that is unreliable and doesn’t correlate to sales) and more for when people come from ads, click through for validation and then go back to the ad to take action.
This is exactly it.
You want your digital assets to be ready to roll to handle authority, objections, desires and make the user experience easy for them to understand the next step while building trust.
❓Did You Know: The research phase is crucial for brand trust: 70 per cent of Gen Zs and 69 per cent of millennials only trust a brand after carrying out their own research.
✅ So what really works now?
The same thing that’s always worked: good, solid foundations and adaptability.
That’s really what this email is to simply remind you of.
To help remind you to cut past the noise and the shiny objects that you will undoubtedly see today on the internet.
When you focus on getting the right message, to the right person at the right time and do that consistently, with integrity, your customers will choose you over and over again.
We built the Have Them At Hello method six years ago before running your ads this way was a necessity.
If you’re just starting to run your ads this way – welcome! You’re in the right place.
Focus on your customers.
Study them and learn what they truly want.
After all, they are smarter than you at truly knowing what they want less of and more of in their lives.
