“We want to attract young women into STEM, have tried for years with a frustrating lack of success. And it turns out part of the problem is in the ads.
Most of the ads focussed on the hard skills you’ll learn, how they build on each other, and the career opportunities that will open up.
Young women, it turns out, are more interested in the impact their work will have; on their industry (and its purpose); the wider communities they care about, on other people.”
> Completely different appeal and motivations.
A live chat app, which delivers much higher conversions than bots, pitched the cost of what businesses are missing out on – conversations, conversions and sales. All within a competitive context – the first one wins.
> Classic fear-pain based selling, and it worked okay.
They tested another approach: “here’s what the high performing businesses in your industry are doing.”
And it won hands down, by a factor of 4 to 1.
A cyber security pitch focussed heavily on the data – the prevalence of cyber-crime, the costs, the impacts on people and businesses – and compliance. Resulting in polite nods from the audience and two half-hearted enquiries.
A reframing to “What price your reputation?” and a similar audience of professional service business owners leaned in, wanting to know more.
Two months later – six new clients for the broker.
The success of your marketing lies in how you present your product or service
The specific appeals and motivations that matter to your audience – that attract their attention and drive behaviour – and how you frame it.
If your business could do with a fresh pair of eyes on your messaging and communications, book in for an initial conversation (or give us a call). We’d be happy to chat.