Sometimes we make a marketing mistake in our message that pushes people away rather than draw them in. This is one of those times.
Did you find it yet? It’s a common problem that shows up in many different ways. It’s what I call a ‘mixed marketing message’.
I’ll give you a hint… it’s in the copy on the phone.
If you look at the phone, you’ll notice the header of the signup page on the phone says “Daily Nutrition Tips”, but the copy below says, “Sign up for weekly tips!”.
Which leaves me confused and with a couple of questions. Am I signing up for weekly tips or daily tips? Maybe I’m signing up for weekly tips, but you are going to trick me and email me daily? I’m not sure. As I said, I’m confused.
Which is the last thing you want your people to feel when they are engaging with you or your marketing!
Confusion leads to indecision, which leads to a lack of action. Confused people don’t sign up for things and they certainly don’t buy things.
This obvious mixed message stood out like a sore thumb to my eye.
This example of a mixed marketing message is from Aweber, my email service provider. On their log-in page they rotate various ads and promotions, and this particular ad showed up recently. I’ll be honest, I didn’t even glance at it the first few times it showed up. I already use their Atom app, (which let’s you add people to any of your Aweber email lists right from your smartphone, and which is great for live events and workshops!), so I didn’t really pay attention to the ad.
But then the other day I actually paused before logging in and read the ad.
I was a little surprised to see Aweber making this common marketing mistake in their advertising, but on the other hand, I know that identifying a potential mixed marketing message can be difficult.
But a mixed message can really hurt your marketing efforts.
In this case, I’m already a loyal customer, so I’m not going to leave Aweber just because they made a marketing mistake. They just made a poor choice in the opt-in example they chose to use in their ad.
The bigger lesson, and the one that applies to you and your practice, is the opt-in itself.
Imagine that same opt-in offer on a website. Imagine it on your website.
Take out the word nutrition and substitute it with a word from your modality. Maybe you don’t offer nutrition tips, maybe you offer exercise tips, or wellness tips, or meditation tips, or energy clearing tips.
The result is the same.
It doesn’t matter what you put there in place of nutrition, because the mixed message comes from the words ‘daily’ and ‘weekly’. They don’t match, which interrupts the flow of the message. And anytime you disrupt the flow of the message you are trying to communicate to potential clients or customers, you are putting roadblocks between you and your desired outcomes, as well as between your clients and their desired outcomes.
Mixed marketing messages show up in many ways.
In this example, the mixed message is in the form of the words, or copy, that is being used. But it can also show up in other ways too. Here are a few of the more common ones.
- Broken promises. Integrity is everything when it comes to growing your practice. It will make or break you. If you tell people signing up for your list that they’ll receive x,y, and z, but you only give them x and y – that’s sending a mixed message.
- The tone of your message. If you come across as friendly and down to earth in your emails and postings, but then when you try to sell your services or products you find yourself speaking in an entirely different way – that’s sending a mixed message.
- Inconsistencies in your website appearance. If different pages of your site have a different look and feel than the others – that’s sending a mixed message.
- Social presence. Mixed marketing messages show up here quite a bit, especially when your social persona – the image you put forth through your profile, pictures, and postings – doesn’t match the image you present through your website and email.
If you want to grow your practice, avoid sending mixed marketing messages.
There are people out there who want and need your special gifts and talents. The best way for you to reach them and help them learn to trust you enough to hire you or buy from you, is to be super consistent in all that you do.
In fact, your marketing should be so consistent that no matter where people find you, whether they stumble across a post of yours on Facebook, or they visit your website, or they follow your Instagram feed, or they attend a class or workshop with you, the image they have of you is the same.
The more consistent your message is, in all the many forms that your message takes, the less likely it is that you’ll make this marketing mistake in your practice – and the more likely people will be to jump into your world!
I’ve created a free checklist that will help you get your message out there in a big way. It’s packed with tons of ways that you can use to reach your ideal clients – powerfully and consistently. Just enter your name and email below and I’ll send your “Thriving Practice Marketing Checklist” to you right away.