Why do 100% of people take out their trash, but only 60% recycle?
The Stink Factor!
And no, this isn’t some corny joke. When the trash stinks up the house enough (even if it isn’t full) you take it out. End of story.
On the other hand, recycling is widely accepted as something that is “important” but – it’s not painful enough for 100% of people do it. In the trash world, recycling is a luxury. It makes you feel like you’re doing your part for the environment, but it is less convenient and in many cases costs extra to do.
Many – dare I say most – small businesses are missing The Stink Factor in their marketing. They are focusing on the “feel good” reasons that customers should buy from them – and missing the real pain. The kind of pain that makes their services a non-negotiable must-have.
Of course, this may because no one really likes to focus on pain. When I hear marketers talk about “twisting the knife” I too cringe. Finding the pain or Stink Factor doesn’t need to feel icky though. You can do it by answering a simple question:
Why does 100% of your market NEED a service like yours?
That’s your Stink Factor. And when you know what it is, you can weave that message throughout your marketing and use your brand to position your services as the best way to eliminate the stink.
Eliminating the stink will certainly create all the feel good results you already talk about in your marketing, but they’re more like icing on the cake. The real reason people will pull out their wallets to hire you is because you’re going to help them eliminate that non-negotiable pain.
So what’s your stink factor?