David T. Fagan: Make-Sense Marketing — Stop Confusing People

There is an expression that goes something like this: “A confused buyer is not a buyer.”

Simply put, stop confusing people.

Now more than ever our proposals, offers, and promotions need to make sense. They need to pass the sniff test or the smell test.

How many of you have seen the “package” that was sold for $25,000 and is now $1? Or how about the “I only have 4 products left” scarcity tactic? Who do they think they are fooling? Who actually believes that? No one I know, that’s for sure.

Now, you must know I am going to take some real heat for saying all this. My speaker and marketer friends are going to be sending me some nasty emails for sure. I may have even lost a few.

But even if those tactics are true (there is such a thing as true, sincere scarcity and really good deals on products that once sold for more money), things nowadays need to really make sense. This is called Make Sense Marketing, and you must enter the “NO HYPE ZONE.”

The fact that we must tell the truth is a given, but are we also making sure our marketing message is one that makes sense? Here are some examples of how I use Make Sense Marketing in my business:

1. I might put on a free event but I always explain I am recording the event so that I can have video to sell and use for future marketing. The fact that I am getting something out of the event makes them feel less skeptical about my motives. I will even say something like, “Now before you think I am a real nice guy, let me explain why this event is free.”
2. I might give pretty big discounts after the first 1 or 2 projects I do for a client, but I always explain that once I know more about a clients business or objectives the next projects are much easier. Notice that not only is it the truth, but it makes sense.
3. I might not have a limited number of packages to sell, but I tell people that I do have a limited amount of time. When my calendar fills up, it fills up. I explain that if they want to get going, then they should move fast. I also explain that we are always finishing projects so worse case scenario it might be a month or two. So yes, there is a sense of urgency, but there is not an insincere scarcity scare.

Look at all your marketing. Think about what you are saying and review your proposals and offers because they need to make sense. Your ideas and communication must be congruent with what people see in the world. It’s not enough to just be truthful or authentic. Make sure you make sense. This is Make Sense Marketing. Remember, a confused buyer is NOT a buyer.