The Runaround: What You're Not Understanding About It.
- Writer for DDI on Medium
- Apr 7, 2021
- 3 min read
Updated: Sep 25
It’s quite possible to post a flyer of services people want and be subjected to feeling like “something else has preeminence over their purchasing decisions".
FISHING WITH THE WRONG BAIT!
Business owners of local bootstrap businesses often fall into the trap of feeling “set up” by someone they assumed to be a potential buyer because they don’t take the time to consider the criteria someone needs to meet first in order to be considered a good fit to do business with. So, they’ll duct-tape a few images together courtesy Canva and spam as many social media groups as possible, only to painfully learn that that approach has nothing to do with how someone connects with their services or the quality of those leads.
When your advertising isn't being fueled by an understanding of the needs of those you serve, it veils the value of what you do, and you end up in the runaround:
Undecided buyers who create false expectations. That, between getting the third degree and stalking them, wastes a lot of your time to only set you up in the end!
ARE YOU A VICTIM OF THE RUNAROUND?
I received a message from an acquaintance “advertising” their services on Facebook some time ago. “Those students set me up!” She said, and sounded desperate to find money.
Being overzealous and eager to call someone a client when they have not paid you and signed a contract is a setup unto oneself.
In the end, she went right back to spinning-top-in-mud with another flyer. This time, more hopeful than before that her results would be different.
Break the cycle.
It’s said that the definition of madness is doing the same thing over and over again, expecting different results. To achieve real change, you need full commitment to change. It’s not enough to feel frustrated with the results you’re getting — you have to rethink your approach and pursue a new path intentionally.
I should add that prior to our conversation, by virtue of her images, on the surface, it appeared like things were going pretty well. But...
THERE'S MORE TO FISHING THAN JUST COUNTING HOW MANY FISH YOU'VE CAUGHT!
Once you’ve engaged in the process of exchanging your services for money, it’s OK to find evidence of places that can be improved.
This can show up in the form of someone having a wrong concept about your industry and what you do, which can be addressed via content, so the next experience is more seamless.
It could be a more authentic brand story to connect quicker. It can be better trust-building content to eliminate clients ghosting you because your price is “too high.” Or, it could be repositioned packages so your value is clearer, or the up-sell or down-sell seamless.
The aforementioned are critical areas that, on a deeper level (like with my acquaintance), subject you to the runaround when the prospect is left in limbo about why they should care about the services being provided over the next guy.
Design that’s disconnected, inconsistent, or an inaccurate reflection of the purpose it's created for is dead and just the type of story I labor to get people (who have worked with me) to distance themselves from to strengthen their impact because you go fishing with real bait, not a picture of bait.
I am the Founder and Visual Brand Strategist at The BrandTUB **Get online in one day with The One-Page™ **Schedule a call lets see if you're a good fit **Sign up to receive these weekly articles in your inbox if you’re not quite ready to work with me yet.
And please share my article if you liked it
