Client Magnets Official Blog

When you think about advertising and marketing campaigns for your business, you are likely focusing on all the positive aspects of your offer. You probably focus on giving potential customers all the positive reasons they should use your services.

Instinctively, that’s what most of us think we should be doing when we’re talking about marketing.

And, yes, prospective clients can make a connection with you and your business through positive stories of personal achievement and financial success. Sharing the stories of attaining your own goals, and how you can help others do the same, helps to create logical and emotional bonds with your audience.

But, the realization of your goals is only half of your story. When you share the entire quest, the ups and downs, the hardships you’ve encountered, the pitfalls you’ve stumbled upon along the way –  this is how you can truly relate to your audience. And don’t hesitate to share the potential damage your customers could face by not paying attention to what you have to offer,

On the other hand, it takes guts to talk about what went wrong and the things that didn’t work in your own business. And, you may not be comfortable pointing out the negatives of someone not using your business. But actually, these are both good marketing techniques  that can work very well.

You don’t need to only promote the positive case studies and positive stories. You could also tell the negative stories. Like the stories of people that you were too late to help. Or you can tell the stories of people who didn’t take your advice, and how things turned out for them.

I did this with a marketing campaign that I had completely messed up. I used it as a means to make a solid connection with my audience by sharing my own negative experience. I shared how it was the one time in my life that I got a zero response. But, by using it as an example to show people what I did wrong so they could hopefully learn from my mistake, I created a strong bond with my audience.

You don’t necessarily have to threaten potential customers with doom and failure if they don’t follow your advice or use your services. But if you do have a relevant negative story – one that highlights the advantage that your business and your experience could have been to someone if they had only used it – don’t be afraid to incorporate this in your marketing.