“I feel like I have to train my audience all the time,” she stated with a disheartened tone.
“Is your service the first one of its kind,” I asked.
“No, of course not. People have been developing websites for years,” she responded.
“Then the problem you’re struggling with is not training your audience. It’s your message.”
The need to “train your audience” is a common misconception many entrepreneurs have after launching a new product or service.
They believe that since their offer is new to them, it is also new to prospects, which could not be further from the truth.
Take the real-life example at the beginning of this post.
Websites are not new. They have been around for years; dare I say; everyone understands the purpose of a website.
- Capture leads
- List your services
- Show your portfolio
- Host your sales funnel
Websites are ubiquitous. You should never need to train your audience on what a website is or how it can help.
BTW, I’m using websites as an example here, but the same applies to other products and services – leadership development, fitness, social media, ads, etc.
The blessing, and the curse of the internet, is that everyone has access to information on any topic. Therefore, they do not need you to train them on why they need a website.
Instead, they need you to help them understand how your product/service helps them overcome obstacles or achieve their goals – using their words not yours.
This is where your message comes into play.
When your message is off, you will feel like you have to educate your audience constantly. However, the right message directly communicates how your product or service enables your audience to achieve their goals or overcome obstacles.
It’s not your role to help them realize they have a problem.
Your role is to help them see how your solution will solve the urgent needs or frustrations they are experiencing, and using comparisons is a great way to help them “see” this.
Comparisons pit your solution against your competitors.
Painting a picture of the pain people have to go through with their current “solution” not only stimulates their emotions and agitates their pain but also primes them for a new and better way of doing things.
Humans are driven by feelings, which is why 95% of purchase decisions are based on emotions.
If you want your audience to remember your product over the competitors, you must find the emotions behind the obstacles.
It might be true that their website does not do all the things mentioned above, but they probably already know that, so instead of reminding them, your role is to get to the real reasons your audience needs a new website.
- No longer be embarrassed by their website.
- Gain a sense of pride that comes from showing off their new website.
- The feeling they get when their website reflects their essence and voice.
- They will save time by not constantly “fiddling” with their website – only to change it later.
These are the reasons behind the reasons. And it’s your job to find and talk to these deeper reasons, so you no longer have to educate your audience on the true value of a website.
So the next time you feel like you need to train your audience, take a step back and review your messaging. Chances are, it’s focused on “your thing” vs. their needs, problems, or desires.
Switch it, and you’ll never have to train your audience again.