The gap between turning a prospect into a customer is huge.
Their default response is "no, thanks" rather than "yes, please".
Convincing someone to take a leap of faith happens when you establish trust, confidence, credibility, and believability.
As marketers, we need to blatantly show prospects that our product delivers value and meets their needs or interests.
And sometimes, we need to dangle a carrot to get them over the finish line: an extended free trial, exceptional customer service, a seamless signup process, or members-only perks.
This reality jumped into the spotlight when I saw an email ad for a standing desk that I was considering.
This desk may be awesome but the "carrot" - a 5% discount - was far from compelling. 5%? That's your best offer?
How about free delivery, a beautiful 2021 day planner, or a great deal on a chair from a partner?
It's a tough market out there. Customers are watching their dollars. Getting them to commit is an uphill battle.
As marketers, we need to make it easier by being smarter, more creative, bold, and, of course, customer-friendly.
Final note: On the Marketing Spark podcast this week, I talked with Shiv Narayanan from How to SaaS. We talked about how B2B marketing has emerged as a powerful revenue driver. LINK