How Two Words Saved This Real Estate Company
Recently, I stumbled upon a remarkable story that highlights the transformative impact of just two words in a small business owner's marketing message. It's a testament to the fact that every single word matters when it comes to effectively communicating your offerings to customers. This story sheds light on the power of customer research and the pervasive influence of the curse of knowledge.
Buying Some, Paying Rent On the Rest
Picture this: a small real estate agency providing an opportunity for home buyers to purchase 5% of their desired property while the company finances the remaining 95%. The initial marketing message was straightforward, "Buy some, rent the rest." However, despite the seemingly clear offer, it failed to convert prospects into customers.
Through diligent customer research, the business owner discovered an astonishing misunderstanding. Potential buyers interpreted the message as an indication that they would become landlords and rent out the remaining portion of the house to strangers. This misperception hampered their willingness to engage with the company.
Two simple words, strategically inserted, altered the entire narrative: "Buy some, 𝙥𝙖𝙮 rent 𝙤𝙣 the rest." Instantly, the intended message became crystal clear, resonating with prospective buyers who understood the true nature and problem the product solved. The impact was profound and immediate.
3 Key Lessons to Take Away From This:
#1. Every Single Word Matters:
This story reinforces the fundamental truth that every word in your marketing message carries weight and can significantly impact how it is perceived by your audience. It highlights the importance of carefully crafting your messaging to eliminate ambiguity and ensure clarity. Take the time to scrutinize each word, evaluating its potential implications and how it aligns with your intended message.
#2. The Unbelievable Power of Customer Research:
Understanding your customers' perspective is paramount. The business owner's breakthrough came from conducting thorough customer research, unveiling a misconception that had been hindering their success. By investing in customer research, you gain invaluable insights into their perceptions, needs, and pain points. These insights allow you to refine your messaging, align your offerings, and bridge any gaps between what you intend to convey and how your audience interprets it.
#3. Beware the Curse of Knowledge:
The curse of knowledge refers to the difficulty of imagining what it's like to lack the knowledge we possess. As experts in our field, we may unintentionally assume that our audience understands our offerings as clearly as we do. However, this assumption can lead to misunderstandings and missed opportunities. By recognizing and combating the curse of knowledge, we can ensure our messaging is accessible and relatable to our target audience.
Wrap Up
This captivating story reminds us of the profound impact that every word can have on our marketing efforts. It underscores the importance of customer research and the need to continuously seek a deep understanding of our audience. By eliminating ambiguity, leveraging the power of words, and challenging our own assumptions, we can refine our messaging and connect more effectively with our customers. Let this tale serve as a valuable lesson in the art of crafting compelling and clear marketing messages that resonate with our audience and drive meaningful engagement.
Contact Your Marketing Consultant at Indispensable Marketing
If you’re a small service based business that needs help with developing a powerful marketing message and showing up on the first page of search results on Google, Bing or Yahoo at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.
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