As you sit here reading this you probably already understand the importance of time.
Time is money. Time is power. Time is freedom. Time…is IRRELEVANT.
(Unless, of course, you are focusing on marketing on a ICU low marketing budget, then things “cost too much”. Just imagine how much you’d profit if you were driven by results?)
Here’s my beef with time (and length for that matter). I have had several clients say, “I want a hypnotic video script that is 1 minute and 30 seconds”.
Of course, those of you who know me well, and understand why I’m internationally ranked in the top .001%, already know what my next question is…WHY?
Why the time limit? Why the page limit? Why kill yourself over this idea that people will suddenly “click off” if your video runs to 2 minutes and 30 seconds or you create ten pages. People will stop listening when they are convinced, and every one of them has been proven to scroll down to the end of the page to buy when they decide that they need your product NOW.
Listen. Whether it takes you 2 minute, or 15 minutes to convey exactly why clients should allow your product to jump off the digital shelf into their shopping cart, your focus must be the same…RESULTS.
Leads. Profit. Following. FUN?? (Yes, everyone who has worked with me fully agrees that I love what I do!)
Someone, somewhere said that “explainer videos convert best at 1 minute and 30 seconds”. Guess what. I challenge that. I’ve created videos that are 35-60 minutes long, literally explainer video webinars, and guess what? They convert!
I’ve created 30 second commercials in explainer style, and they converted too!
Stop and think about this for a moment. Your first point of reference should never be to follow someone who says, “It has to be XX time”, or “yy length” because the truth is that people are just looking for another way to feel right.
Have you ever heard an engineer say that people won’t enter a building that is too short, or too tall?
Intelligent marketers know that the most crucial element is getting the customer to buy-in as a reflection of an offer that is perceived as more valuable than the cost. Maybe that takes awhile. Maybe it takes seconds.
The best piece of holiday and New Year advice I can offer right now is to just allow your instincts to rule, your creativity to flow, and worry about “Cutting out Time” later.
You can capture more people (profits) by spending time targeting their needs (fears), building rapport, and anchoring your new customer to your brand, than you ever will trying to cold sell according to your latest here-today, gone-tomorrow marketing guru.
So I have a goal for anyone who strives to excel beyond just “marketing” and actually build a following that wants to eat everything you produce out of your hands…
CONNECT. Resonate. Build Rapport. Give them what they want and close the sale!
Remember why you fell in love with your own products and services and convey that with warmth to your clients. Make it a point to get inspired, and share your passion with your clients.
If you flop, you can always go back to delivering the same generic, burnt-out marketing that everyone thinks they should ask for, but never wants to read!
From our small family of four (soon to be 5) we wish you the happiest of holidays and a thriving, successful, and passion-driven New Year!
Diane Boerstler, M.NLP
Philip Boerstler, C.NLP
Addy, Tucker, and (Soon to Be Arriving) Lilianna Boerstler