Incongruence in marketing

I have encountered big problems in marketing communication many times. And the worst part is that those problems are caused by marketers themselves because they are the ones who make things happen.

What is this incongruity?

Well, in short: you say one thing and show another.

For example:

You make an ad where you want to get leads for a business that provides X services. In the ad you communicate something and when the person clicks on the ad they see something else, that is:

The message of the ad: “We offer efficient services for the installation of photovoltaic panels. Go to the website for details.”

Landing page message: “Buy photovoltaic panels with us and we’ll help you install them.”

The man entered the page because he wanted services, not panels. Of course it’s just a fictitious example based on what I’ve seen many times in the market.

The most important thing is to make the message clear on both sides.

Make the process simple and easy to understand.

Imagine having to talk to a 7-year-old. He from that message must clearly understand what you want from his life. They need to understand what you offer, why they should choose you, and why they should act now, not tomorrow.

Incongruence is one of many factors that influence a sale.

Be careful with communication and don’t expect people to know what you know.

I’ve seen this problem many times with entrepreneurs: they think potential customers know what they know. But it’s impossible.

How would you like a stranger to know everything you know about your business, product or service?

That’s not how it works. You have to understand what is point A where your future customer starts from. To understand what his needs are. What problems does he have? What are they currently facing? What frustrations he has. What desires does he have? What are his worries? The better you know these aspects, the easier it will be to communicate in his language.

Then all you have to do is make sure you have the right messages to take them in the direction you want. In the above case, the ideal would be to make them aware of your services and get them to contact you now, for free. You have the conversation with them, see if they’re qualified for what you’re offering, and if yours, you’re on your way to the sale.

So watch out for the incongruity!

Don’t say one thing and do another.

Don’t make a presentation where you have an offer with price X and then show price Y.

Don’t do clickbait.

Don’t put a visible www link. websitename . ro and when you press it it takes you to something else.

I hope you get the idea.

Success!

– Andrei Isip