Trust Potential – The first M = Message
Peter Brissette • Mar 01, 2017
Peter Brissette here at Digital Marketing Dude. Have a message for you this month in our monthly marketing message. I want to go back and talk a little bit about a concept called “trust potential”, and focus on one small aspect of the trust potential.
What is trust potential? Trust potential is the idea that each area of your marketing has a built-in amount of trust inherent to it. It recognizes that not all marketing has the same impact, because not all marketing is trusted to the same degree by the consumer. It’s a framework that I came up with to better understand what parts of your marketing will be the most effective, how can you increase your conversions, and how do get a better return on your marketing dollar.
I’ve identified four main areas of trust potential, that I call the four “M’s”. Those four are: message, medium, moment and measurement.
What I want to talk about today is just the message. Now, message could be broken down into a lot of different areas, but I just want to keep it simple today and talk about three main elements of the message.
Number one, who’s the message for? This brings up the conversation that you need to be thinking about of, who’s my target audience? What is that persona? What are the demographics of that market that I’m trying to go after? Do you really understand them? This could even be your niche. A lot of times, early on businesses will focus too broadly, rather than going really narrow. Being narrow helps you actually grow faster than if you’re too broad. Who’s the message for?
Secondly, why do they want to hear it from you? I ask that question that way because you need to think about what is the problem I’m solving for this target audience? What is the problem that they have that I solve? Are you communicating that in the message? Do they understand that you know their problem, that you know exactly what their challenges and issues are, so that you’re able to definitely help them? It helps you to connect with your target audience better.
The third thing I want to talk about is, how are you at least a little bit different in your messaging than your competition? If you look like, sound like, act like your competition, it’s kind of like the saying, “It looks like a duck, sounds like a duck, must be a duck.” Right? How are you at least a little bit different? How have you done something that makes you stand out a little bit from your competition? I have great service. I have the best service. That’s too generic. Anybody can say that. How are you actually different from your competition? Think about that and include that in your marketing messages. When you go to work on your next advertising campaign, stop– think about the message, who is it for? What is the problem that I am solving? Am I communicating that? What makes you at least a little bit different from your competition? If you do those things you’ll get much better results from your marketing efforts.
I’d like you to take some action on this. If you have a message that you want me to look at, just put it in the comments, wherever you find this video, and I’ll be happy to respond to that. I’ll give you some thoughts and ideas on how to improve that message. Please like, comment, and share this video. I really would appreciate that.
That’s been this month’s marketing message. The first M of the four Ms in the trust potential framework. Thank you, and have an awesome month.
The last question that should we follow our competitors on social media? Sure, why not. You know, you want to see what they're doing and see what's happening there. You know if you're going to be active and you're really trying to use social to build your business then having a good idea what's what your competition is up to is probably important. And you know sometimes what I find with so called competitors is that we you know often times find people that we can collaborate with. It doesn't necessarily mean they are competitors so we work with a number of other marketing agencies and provides some services for them for their clients that they don't necessarily do, but they hire us to do it for them. So like I work with other marketing agencies, so they're not necessarily, you know, your competitor and everything. So but yeah, see what's going on you know, investigate, read up on them, see what they're doing, check out their websites, see what they're ranking for. You know, the more you understand the competitive landscape, the more you know what you should be doing and what you need to do.
And the last question that we have is, can you say more about running a test on TikTok yeah, I so I'm not on TikTok I'm not using tiktok. I wind up watching a lot of TikTok videos on Facebook and the Facebook reels. I think it's fascinating. I find it very interesting. But it's not a platform that I've taken the time to jump on at this point. Again, based on where I'm at with strategy and so forth, it's not a fit for me. But anytime you're using any platform, if you're going to do something, you want to come up with some means of measurement. How am I going to measure success? What does success look like? Is it I, you know, posted a video and I got a thousand views. Is that success you know or is it actually driving traffic and are you tracking how much traffic and then are you tracking what happened to that traffic? Did they fill out a form, did they make a phone call? Like what's the, where do you want that to go? So we really need to step back and think about that whole process. Of creating content, I'm pushing this through to, you know, to my website. And this is what I want to have happen. This is what I wanted the results to be. And then how am I going to track it? How am I going to measure it and do that so anytime you're spending, anytime you're doing something new in particular. Or you're spending any money you need to track it all the way through. All the way through.
The next question that we have is if you have a GoDaddy web page already and are having some issues, are you able to switch over somehow? You can build your website on any other platform and then just you just change the domain where the domain points. So yeah, you can do that anytime. Thank you, Peter.
Next question is how powerful are paid plans to things like Google Adwords or whatever it is called now regarding driving traffic, how can you possibly compete when you don't have the cash to put towards such programs? Yeah, so that's where you gotta get creative. So again we're small businesses and we don't have you know, unlimited funds to you know, just throw a bunch of ads up and you know compete with some other big companies so. Again, this goes back to what are the things I can really do better, because chances are your website is getting some traffic and it could be getting good traffic, but if your messaging isn't clear on your website, you're not getting them to take the next step. They're not making a phone call or filling out a form. So where I can put energy and effort is in that messaging and that and being very clear about who I'm working with, the problem I solve, how I solve it. So that whoever does come across my radar, I have a much higher chance of converting that person then someone else. So you know it's not the best product that always wins, it's who's the best communicator. And so that's why I talk about what you own and what you can't can control and making sure that is dialed in. And doing what it's supposed to do so that if you do go I, if I'm dialed in and I know everything is working well with my website and it's communicating clearly now, I can spend a small amount on ads and drive a small amount of traffic knowing that I'm probably going to get a decent amount of conversions because my messaging's on point and so I don't have to spend as much as the big guy. But I can be more effective because I've spent time working on the stuff that really matters. Thanks, Peter.
The next question is, we have a couple more here. What is your choice for a website hosting platform? So if you're going to host WordPress, my number one choice would be sitegroundsiteground.com That would be my top choice for WordPress hosting that, great support and all that. And again, you can have your. Domain on GoDaddy and it can point to wherever. It can point to Squarespace. It can point to site ground wherever it needs to go. But yeah, for WordPress site ground would be my top choice.
The next question is, can other businesses similar to mine attach to my website and then their ads show up on their Facebook page? No, I don't see how that can happen. Thank you.
The next question that we have is I used to utilize local provider gizmo to be able to personally update my website due to its ease of use. If you knew word you could do gizmo. Do you know of a website editing platform that would be as simple. I don't need an online store so our website just needs to be simple clean design that I can update content. So any of those platforms we talked about we believe with Squarespace can do that. Our platform that I mentioned can do that as well. So that's something that I know someone that was asking about that, I'll just give you my contact info. You guys you know can provide my contact info. If you're interested in looking at that, we can we can talk about that one-on-one Thanks, Peter.
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