How Much of My Content Should be Sales Focused? (Hey A! Series)
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Hey A!
I recently heard someone say when sharing content, 20% of it should be sales focused. What does that even mean? Isn’t all marketing content sales-focused? Is this something I should should even care about?
Sincerely,
100% Over Marketing Rules
Bend, OR
Dear 100%,
My best guess is the person was referring to the 80/20 Rule, which (when in the marketing realm) is simply the idea when sharing content 80% is focused on building the relationship while 20% is sales oriented. And yes - it’s a good rule to follow.
Here’s an example: imagine you’re at a car lot you’ve never visited before. A salesman approaches you and starts spouting off various elements about the car you happen to be standing next to - how fast it goes, safety features, mileage - and goes on and on and on… basically pushing the sale, but not once pausing to ask what you need or want, let alone why you’re there in the first place. And as he drones on, your attention drifts, you start wondering where to stop for lunch, and… you’re out of there.
Now imagine the same car lot, but this time a saleswoman greets you and asks, “How can I best help you?” Listens to your answer - you’d like a used SUV for product deliveries because your car isn’t able to carry enough to meet demand. She responds, “Let’s see if we have something that will fit your needs. How about we grab a coffee inside then walk over to our used car lot?” And as the conversation progresses, she listens carefully and educates you about the options, and helps you find exactly what you’re looking for; or she may recommend another car dealer who may have better options to fit your needs. At the end, she gives you her card, and while there is no pressure to buy, she reminds you of the three top elements that makes a specific SUV ideal for you.
Chances are you’ll buy a SUV from her, not him.
Why? Because she’s building trust through your time together; she is listening to your needs, set an expectation while educating you, and - let’s face it - getting something for free, even a hot coffee or iced beverage while at a car lot, is a nice touch.
“And your brand, even if solely based online, operates in the exact same way. Understanding the difference between marketing and sales is just as crucial as mastering when to pitch services vs build a relationship with your audience.”
The difference is sales is about driving the customer to the purchase (at the extreme end, think Glengarry Glen Ross’ ABC acronym). If someone feels like every newsletter, post, tweet - basically every digital interaction is a sales-focused pitch, you’re playing the role of Salesman #1. And generally speaking: people don’t like the idea of being sold to, especially if they have no idea what your service is or why/how it will make their life “better.”
Marketing on the other hand is about building brand awareness while showing how the brand helps solve a problem. If your content attempts to make a genuine connection to build a relationship, continues to earn a customer’s trust by becoming a resource, this is marketing. Essentially the Saleswoman #2 in the above example - taking the time to understand your client’s needs while knowing not every interaction will lead to a sale. It’s creating brand awareness and putting forth the effort to create community.
And your brand, even if solely based online, operates in the exact same way. Understanding the difference between marketing and sales is just as crucial as mastering when to pitch vs build a relationship with your audience. Hence the 80/20 rule.
Are there times you have to have to push the sale? Absolutely. That’s the 20 of the 80/20 rule - make the pitch why your customer or clients should book with you, how product or service fills a need or solves a direct problem. (Before we get too tangled in the literal: you should include a ‘learn more’ CTA in your posts and newsletters as it fits - just don’t continuously shout “buy-Buy-BUY” in every. single. one.)
To pull from Field of Dreams, “if you build it, they will come.” Build the relationships to form a community, earn your audience’s trust and respect as a go-to resource, and show how your product, or services, helps solve a problem. And they will come.
x - a
bottom line:
People don’t like to be sold to, no matter what it is being pushed. With that in mind: for every 10 posts, have 2 posts directly push your services. For every 10 newsletters, 2 focus solely on booking services. Those other 8 posts or newsletters? Share your expertise, how to DIY with your products or services, show off your products while creating a conversation, a client testimony, amplify BIPOC brands within your industry, show how your service solves a problem, and so on. Definitely throw in a CTA but those 8 should build the relationship while showing your expertise.
