Why Does Your Company Need to Talk About What Failure Looks Like?
The Importance of Talking About Failure
Firstly, most marketing companies are going to point you in the direction of sunshine, unicorns, and rainbows. They want to make sure that the message that you are providing is as happy as possible. Though, one of the things we have found is if you’re not talking about what failure looks like, you probably don’t have the full attention of your audience.
A Critical Component to Your Message
People do not like to fail. Failure is a really touchy topic. This is because you don’t want to get a customer in a position where they’re paranoid about failing. We want to make sure that we’re putting them in a positive light. However, if you are selling particularly to business owners and not talking about failure at all, you are missing a critical component to your marketing message.
Clients in the Real World
Business owners want to make sure that they succeed. When they are at a stage where they are comfortable or they think they have it all figured out, you need to very clearly paint the message of what failure can look like to get them to act. By pulling out a few elements of failure from what we call the “failure bucket”, you can catch the attention of someone who might otherwise just bypass all of the sunshine, unicorns, and rainbows stuff, because that’s not where they live. They live in the real world with the rest of us, and they want to make sure that they’re getting taken care of.
The next time you’re putting together a message, make sure you have failure addressed somewhere in that messaging.
At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.
