Why is your offer not taking root?
Lots of folks moving to Florida with a penchant for gardening are in for a rude awakening. Even if they adjust their plantings to the different seasons, their favorite varieties of fruits and vegetables are doomed.
Why?
The soil is different.
In Florida, they pretty much suck. Everywhere.
Sand.
Sandy Clay.
Myakka Fine Sand.
In South Florida, there is no soil. Farmers literally invented “rock plows” to crush up the limestone as a medium to do what is basically hydroponics at a massive scale.
Generally rich in phosphorous, but lacking in Nitrogen, Potassium, and a lot of micronutrients, the soils have to be conditioned with various types of soil amendments.
Add some organic matter and some types of mineral fertilizers.
But how do you know what amendments to add?
You do a soil test.
Either on your own or by bagging up a sample and sending it to the Cooperative Extension service. (I will also be in trouble if I don’t mention that my grandmother worked in that very office for the University of Florida Institute of Food and Agricultural Sciences for many years).
You find out exactly what the soil is missing and what needs to be able to support the crop you want to grow.
Branding is no different.
Branding is all about building familiarity, trust, and credibility.
Your audience/target market needs these to be able to make an informed, confident decision not only to use your services but to even inquire about them.
But what will build trust and meaningful familiarity and credibility?
How much is too much?
Spreading excess or the wrong kinds of fertilizers can lead not only to poor growth but also to a lot of negative side effects, too (think algal blooms).
That is why you need to test your messaging.
There are old, traditional, and slow ways to do this, but there are also fast ways to test messaging within audiences to tap into their actual desires and frustrations.
And once you have resonant messaging, you can craft the offers that best serve that market (viable seeds).
That messaging can also be used in a variety of ways, like the client that we created high-converting ads and landing pages for, which was also able to generate THIRSTY opportunities just with how she introduced herself at networking events.
So many times, we get stuck wondering what kind of content to create. What does our market want and need?
Well, test it.
Why is your offer not taking root?
