Why your marketing does not work as well as it could and what to do about it

INTRO

Steve (Host):
Welcome to the RESULTS Mastery podcast, the show where we focus on helping you grow your business, master your marketing, and achieve the results you deserve. I’m your host, Steve, and with nearly 30 years of experience helping small businesses succeed, I know how frustrating it can be when your marketing efforts just don’t seem to work.

In today’s episode, we’re tackling a big question: Why doesn’t your marketing work as well as it could—and what can you do about it?

Grab a notebook because we’re going to break down common marketing mistakes, the psychology behind why people buy, and actionable steps you can take to turn your marketing into a powerful results-driven system. Let’s dive in!

SEGMENT 1: WHY YOUR MARKETING ISN’T WORKING

Steve:
Let’s start by addressing the elephant in the room. Why isn’t your marketing delivering the results you want? It usually boils down to a few key reasons:

1. You’re Trying to Speak to Everyone.
   When you try to appeal to everyone, you end up appealing to no one. Generic messaging doesn’t connect with anyone on a deep level.
2. You Lack a Clear Value Proposition.
   What makes your business different? Why should someone choose you over a competitor? If you don’t know the answer to this, neither do your customers.
3. Your Marketing Focuses on Features, Not Benefits.
   Listing features like "free shipping" or "24/7 service" doesn’t create an emotional connection. Customers want to know how your product or service solves their problem.
4. Inconsistency in Messaging.
   If your marketing feels disjointed across platforms—social media, emails, your website—it’s confusing for potential customers.
5. You’re Not Measuring What Matters.
   Are you tracking clicks, conversions, or customer lifetime value? Many businesses focus on vanity metrics that don’t tell the full story.

SEGMENT 2: WHAT TO DO ABOUT IT

Steve:
Now that we’ve identified some of the reasons your marketing isn’t working, let’s talk solutions. Here are the steps you can take to fix these issues and start getting better results:

1. Get Laser-Focused on Your Ideal Customer

Create a detailed profile of your ideal customer—what they want, what they need, and how they make decisions. The more specific you are, the more your marketing will resonate.

Action Tip: Write down your ideal customer’s biggest pain points and how your product or service solves them.

2. Develop a Clear Value Proposition

Your value proposition should answer this question: Why should someone choose you instead of the competition? Make it concise, memorable, and focused on the customer’s perspective.

Example: Instead of saying, “We sell the best running shoes,” try, “Our shoes help you run faster, longer, and injury-free.”

3. Shift from Features to Benefits

Don’t just list what you do—show how it improves your customers’ lives. Instead of saying, “We offer 24/7 support,” say, “We’re here whenever you need us, so you can focus on what matters most.”

4. Create a Consistent Brand Voice

Whether it’s your social media posts, website copy, or email campaigns, your brand should feel cohesive. This builds trust and makes your marketing more effective.