Pi-cture This: 5 We’re Not Buying What You’re Selling (or Are We?)

As advertisers, marketers, and individuals alike, we’ve all been there – presented with a product, service, or idea that claims to revolutionize our lives, only to find ourselves feeling underwhelmed, skeptical, or even frustrated. "Pi-cture This" is about more than just spotting the obvious discrepancies; it’s about understanding the art of persuasion, the psychology behind brand messaging, and how to create a compelling narrative that resonates with your audience.

In today’s fast-paced digital landscape, it’s easier than ever to bombard our audience with messages, but what’s the key to getting them to listen, engage, and ultimately, buy in? From the perfectly crafted ?Lorem Ipsum? to the most stunning visuals, we’ll explore the 5 things that get in the way of truly connecting with our audience – and how we can overcome them.

1. Misaligned Messaging

"When we’re selling the dream, but not delivering on the reality." – Neil Patel

Message alignment is the first and most crucial step in creating a compelling narrative. When your message is fragmented, vague, or plain wrong, it’s like trying to draw a puzzle with missing pieces. The result? Confusion, frustration, and a dwindling audience.

Consider the following:

• Are you still using buzzwords and jargon to impress?
• Is your product/service genuinely addressing the needs of your target audience?
• Are you actively listening to feedback, rather than simply paying lip service to it?
• Are you treating your message as a static entity, or do you adapt and evolve it in response to changing circumstances?

2. Lack of Authenticity

"Authenticity is the new integrity." – Jay Shetty

In a world where trust is hard to come by, authenticity is the single most effective way to establish credibility, build rapport, and get your audience to buy in. So, what’s the problem?

Think about it: are you showcasing the ‘real you’, or the ‘public persona’? Are you transparent, or do you prioritize spin and gloss?

Case Study: The Inconvenient Truth About Authenticity

Even the seemingly authentic can turn out to be a facade. In 2019, Facebook’s internal research lab, Building8, conducted an experiment to gauge how people reacted to inauthentic social media profiles. The result? 47% of participants reported feeling more certain in their trust of a brand posting separate, shareable storylines versus one that showcases a single, overall story.

3. Overemphasis on ‘Features’

"When you sell features, not a solution." – Marc Benioff

Features, benefits, or solution? Take your pick. It’s an age-old debate, but let’s be honest – at the end of the day, people don’t care about features; they care about how your product or service makes their lives better.

• Do you prioritize highlighting the ‘what’ over the ‘why’?
• Are you speaking to the pain points, or are you just reciting a scripted sales pitch?
• Does your audience understand the context, the VALUE you bring to the table?

4. Ignoring the ‘Why’

"Storytelling is the most powerful way to inspire, to influence, and to engage" – Seth Godin

The 5 W’s (who, what, why, when, where) are a staple in journalism; it’s equally crucial in sales, marketing, and, especially, storytelling. But, where’s the ‘why’?

• Are you recounting the history of your brand, or the story behind it?
• Does your story resonate with your target audience, or is it a tale for the sake of it?
• Do you tie the ‘why’ to the ‘what,’ or is it an afterthought?

5. Not Measuring, Not Improving

"Inspect what you expect." – Jimmy Treem

Measurement is the authoring process of making data actionable; it’s not just about tracking numbers, but understanding what they mean and adapting to What We’ve learned.

• Are you using vanity metrics to gauge success, or meaningful, action-oriented KPIs?
• Are you analyzing data, or simply focused on distributing it?
• Does your analysis shift the way you upstream, or is it mere lip service?

Now that we’ve taken a closer look at the 5 "pi-ctures" (get it? 5 things we’re not buying) – it’s time to reframe the narrative. How can we turn these potential roadblocks into stepping stones for success?

Pi-cture This: The Turning Point

Here’s the thing: while identifying what’s not working is crucial, the real game-changer is understanding how to adapt, refine, and pivot.

• Memorize and internalize the 5 Ws: ‘Who’, ‘What’, ‘Why’, ‘When’, ‘Where’
• Own the ‘why’ behind your brand, product, or service, and communicate it effectively
• Prioritize featuring benefits over specifications and bling
• Listen, adapt, and evolve your message to stay aligned with your target audience

By reframing the conversation, we can shift the focus from what’s not working to what’s working wonders – that is, if we let it.

Frequently Asked Questions (FAQs)

Q: How do I ensure my message is aligned with my target audience’s needs?
A: Conduct thorough market research, engage in real-time feedback, and continuously adapt your message.

Q: What’s the difference between authenticity and sincerity?
A: Authenticity is being true to who you are, whereas sincerity is showing genuine effort but not necessarily being authentic.

Q: How do I create an engaging story that resonates with my audience?
A: Tell a story that highlights the emotional connection, the ‘why’, and the value behind your brand, product, or service.

Q: How do I keep my message fresh and relevant in a rapidly changing landscape?
A: Monitor industry trends, adapt to customer feedback, and continually refine your message to stay ahead of the curve.

By embracing the power of reframing, we can turn the ‘pi-ctures’ of doubt into clear, compelling, and convincing narratives that truly resonate with our audience. Instead of being sold what’s being presented, we’re purchasing what’s genuinely valuable, authentic, and meaningful.