After helping hundreds of merchants time and time again I’ve noticed the most popular success “strategy” be hope marketing.
What is hope marketing? It’s exactly what it sounds like, it’s all about hoping that success will happen somehow, eventually, with wishful thinking.
The strategy doesn’t imply taking any action towards achieving your goals, but rather hoping that anything you do is going to achieve the results you want. It’s not a plan, it’s a way that replaces a real marketing and conversion strategy and what could be blocking your store’s success or growth!
For example, there is a new dropshipper named Josh who has opened a general store. He’s passionate about everything so he’s got watches, beauty products, general kitchen stuff and women’s clothing. He hasn’t done any research about the products or the audience but he really likes it a lot so he thinks others will too. Josh sets up his store and waits… nothing happens! He gets frustrated so he thinks about quitting.
Then he sees someone who has made a sale from running a Facebook Ad so he thinks, why not, he’ll run one too! He runs a Facebook Ad and targets 10 million people, women and men, every age in the United States because someone must like these products as much as him. Then he sits back and hopes that using his wishful thinking the sales will roll in. Not surprisingly they don’t, he gets frustrated and quits. This is not a new story!
Simply put, hope marketing is putting in the bare minimum effort and then hoping it will work. Although there may still be a lot of effort going on, there is no strategy and no plan behind it. Because of this exact reason I have personally seen so many failures.
Rather than get discouraged it’s important to address this and fight your way to success with action. Even if sitting back and hoping for sales might lead to one or two orders, this is not a sustainable growth method for your business. To achieve consistent results and grow your business you need to plan, work hard and find the exact path between your product and the customer purchasing it at the checkout.
It’s important to note there is not one single path to success. Various marketing channels and discount strategies work better for certain businesses than others. Your business might find more success using Pinterest while another business may find it’s audience best through Instagram Influencers. It’s important to research and try everything to check off what’s not working and focus on what is. Here are some questions you can ask yourself to make sure you’re not stuck using hope marketing:
1. Is your sales funnel clearly defined on your store?
2. How are you converting your leads into a purchase?
3. What are your most profitable channels to explore?
4. What are you doing to engage existing clients and find new ones?
There is nothing wrong with hoping for the best, however to achieve the best results you’ll need to partner that with a tangible strategy. Have you ever tried hope marketing? What were your experiences? What did you learn and how did you change it? I’d love to hear in the comments below!