I was thinking about cookies this week. Mmmmm. Fresh-out-of-the-oven chocolate chip cookies. The ones where the chocolate is melted and they are so warm and soft and yummy that they practically fall apart in your hands.
Our businesses are like these delicious, amazing freshly baked cookies. So what happens if we put our cookies on a plate and don't alert anyone that they are ready to be eaten?
If we eat a few cookies ourselves, maybe share one with our spouse, but then just let them sit? If no one knows the cookies are there to be eaten, they won't come running from upstairs, downstairs, or outside to say, "Thank you! These are amazing!"
Similarly, if we have guests in our house and we offer a plate of cookies while mumbling, "Here. I have cookies" the guests may reply politely, "Oh, no thank you. I don't need one today."
But if we enthusiastically say, "Please take a cookie! I made them fresh just for you! They are made with gluten-free ingredients" OR "This is my grandmother's recipe! It's to die for! You have to try one!" then we will get a completely different response, won't we?
If we compare marketing to cookies, we can learn a lot:
1. Be clear on what you are offering.
2. Tell the consumer WHY they should try your amazing cookies.
3. Tell the consumer HOW to get a cookie.
It's pretty awkward when you're at a friend's house and there are cookies on the counter. You're thinking: "Are those for now? Later? Will they offer me some? Should I go get one? No, that's not polite. . . I'll keep listening to what they are saying. . . I really hope they offer me a cookie!!"
You have to offer your business services to your prospects, community, town, city, etc, and tell them WHAT you have and HOW to get it! "Just call. Stop by. Text me. Fill out this form. Request more info."
All of us (myself included) do a pretty poor job of being clear on social media. Maybe our website messaging is clear, but on Facebook, we hold our cookies and mumble, "I have some cookies." We think if we stand there long enough, someone will ask, "Can I have one?" But we need to be VERY CLEAR and shout above all the noise, "Come get a cookie! Just take one! I made them for YOU!"
Being available isn't enough. Opening your doors or buying a sign isn't enough. Having a beautiful website isn't enough.
Look through your prospect's eyes. What would make them excited to reach out their hand and say, "Thank you! I'd love a cookie!"
How can you apply this to your business today?
About the Author
Hi, I'm Jen Hickle!