I recently hosted a LIVE 2-hour workshop with a beta group of entrepreneurs on how to use Instagram DM to get more clients and close sales on autopilot.
I was thrilled at the feedback because no matter how many times I share my expertise, I always want it to be of the highest value.
As I workshopped the concepts and attendees created their blueprint, there was something that kept resurfacing.
It’s an issue I see way too often with other entrepreneurs.
It shouldn’t be that way.
Do you know what I see?
Lots of clever.
A little less clear.
When it comes to marketing, clear over clever wins every time.
Clear on who you serve.
Clear on what you say.
Clear on what you offer.
Unfortunately, I often see ‘clever’ and not clear.
While clever can be cute, if it doesn’t lead to sales, you’ve missed the mark.
The thing is, a confused mind never buys.
That’s why it’s crucial we are very clear when it comes to our MMO:
✅ Market
✅ Message
✅ Offer
Why?
Let’s start with your market.
In order to serve your market well, you must be able to answer these questions:
✅ Who are they?
✅ What they want?
✅ What’s their pain?
✅ Who are they influenced by?
✅ What language do they use?
✅ What makes them take action?
When you have deep knowledge about the people you serve, your message becomes very clear.
This is especially true when there is so much noise in the marketplace.
Let’s take a look at a few real-life example of companies that do this very well.
1. Oatly: “Milk, but made for humans”
If you are not familiar with Oatly, they are a Swedish oak milk company that offers a variety of oat based products – from ice cream to spreads to yogurt.
Oatly is known for it’s quirky and irreverent messaging with an emphasis on the health benefits and the ethical consideration of choosing a non-dairy milk alternative.
Here is what their Instagram Profile says: “We exist to make it easy for people to eat better and live healthier lives without recklessly taxing the planet’s resources in the process.”
Clear or clever?
2. Canva: “Empowering the world to design”
Who doesn’t love Canva? The message is clear and that’s why it has resonated with small business owners, entrepreneurs and individuals who want to crat high quality designs without expensive designers.
Their message? Empower everyone in the world to design anything and publish anywhere.
Clear or clever?
3. Drizly: “Beer, wine and liquor delivered to your doorstep”
The message couldn’t be any clearer. Simple and straightforward: If you want beer, wine or liquor delivered to your doorstep we are the ‘Go-To’ for alcohol delivery.
Clear or clever?
Don’t get me wrong, I am not suggesting you eliminate creativity.
Far from it.
If you can pull off humour or be tongue-in-cheek. Go for it.
I actually love it when done well.
Using the real-life examples above, let’s look at how these said companies are clear about their offers.
- Oatly
By emphasizing the health benefits and ethical considerations of choosing a non-dairy milk alternative, Oatly appeals to consumers who prioritize health and environmental sustainability. - Canva
With the emphasis on high quality designs accessible to everyone, Canva creates a sense of inclusivity and taps into our desire for self-expression and creativity. - Drizly
By creating a sense of ease and convenience, Drizly positions itself as the solution to the hassle of going to the liquor store. Who among us doesn’t want instant gratification and the idea of being able to enjoy a drink without leaving the house.
See how easy it can be to attract your right-fit clients when you dial-in your MMO?
