Many business owners have a set idea not only of what their business should be about, but also about how others should perceive it. The issue is, though, that it is not about how you perceive your business but how the public perceives it. Acknowledging a simple truth such as that can lead to a breakthrough in your marketing strategy. Some businesses believe they are selling a high-end product when they are not. Some businesses think they are selling a low-end product when they are not. As a marketer, it is your job to care less about your idea of how the product should be sold, but focus on what the consumer’s reality is. What do your customers think about your product? Call me old school, but I still believe the customer is still king.
I see many businesses run digital ads with copy leaning towards savings, drilling down the fact that their product can help customers save money. Then, weeks later, the same company is now marketing their product not as a way to save money, but as the most convenient product in the market. Some people will perceive this lack of consistency as a failure. The company tried to position its product as a relatively inexpensive object at first, and now seems to have suddenly changed its core message to be around convenience. What a mess.
But I see something much different. There were many times when I ran ads with multiple sets of varied copy (remember A,B, and even C testing is king in digital marketing) and was surprised by the fact that what I hypothesized to be the weakest variant actually turned out to be the top performer. See, it is not about what I believe in and put my bets on, but it’s about what truly resonates with the customer. Relating this to our previous example, the company that had to pivot away from savings to convenience is being smart. They tested their theory and realized convenience sells better than savings. I would add that they would’ve gotten extra brownie points if they were A/B testing their ads from the beginning. That would guarantee faster, more efficient, and more cost-effective results.
This is all easier said than done. To be a business owner, you need to be resilient, hard-working, and detail-oriented, amongst other things. People who are savvy enough to start their own businesses must have thought about every nut and bolt of their operations. So it’s natural that they are hesitant to walk away from what they believe is the right way to position their product. But there is a perfect middle ground. Good business owners are also data-driven, so if the data proves they need to pivot, you bet your horses they will.