Exact Match: How Search Engine Expectations Changed Buying and Marketing Forever


“I know it’s here, somewhere, and if I keep refining my search phrase, I’ll find exactly what I want.” It’s the “search engine mindset” of buyers today, and it has changed marketing forever. Unfortunately, almost all marketing content has not caught up. In this article, I will quickly describe the situation and outline the solution.

As buyers, when we are looking for something specific (and when do we not are you looking for something specific?), we will pay no attention to “marketing blah blah”. This is the copy that you can see on the majority of websites around the world. It is a copy that promises that the product or service is:






These are old, tired promises. Why? They have been made and broken billions of times; they are made by everyone; and they do not answer customer questions in any way.

When starting a search, buyers don’t think, “I need more efficiency in my life!” “Or” I need more comfort! Or “I need to buy a profitable solution!” Instead, their need is very specific. “I need new black rubber floor mats for my 2014 Mazda Miata Convertible.” They’ve measured the mats they are replacing, they know they want a rubber mat and not a carpet, and the mats need to have holes to accommodate the holding tabs that protrude from the floor of the car.

This is just one example; I’m sure you can think of dozens (hundreds?).

This is how buyers now search for products. It’s an “exact match” mentality. But marketers are still marketing like they were in 1993 (before the web) and making all those vague, nonspecific promises.

How can marketers synchronize with the search engine mindset of their buyers?

The objective is always to facilitate the purchase of the customer. For this to happen, you need to understand their state of mind when deciding to buy. Their state of mind is made up of their wants, concerns and questions. You have to know:

Examples of wishes:

Exactly what they are looking to buy and the very specific words they use to describe it.

• The specific problem they are trying to solve or the need they are trying to solve.

• The desire is that the purchase meets exactly the need and that they have no regrets.

Examples of concerns:

• There is no such thing as a “blank” purchase situation. Every buyer has had a negative personal experience with your competition or has heard of negative experiences that others have had. While they are evaluating you, they think, “Are these people going to disappoint me like everyone else?” They will be on the lookout for any red flags that make them think you might disappoint them like others have.

• They fear making the wrong decision, settling for something that is “OK, but not perfect,” so they keep looking until they find something as close to perfect as possible.

• What if they have a problem with the order, delivery, or product? Will you do it right?

• Will it be worth what I pay for it?

Sample questions:

• Will it fit – physically – into the space I have allocated?

• Will it work with [other stuff that I already have]?

• Will this be reliable?

• What are others saying? What were their experiences?

The wants, concerns, and questions will be very specific to your product or service. I know, I keep using that “specific” word, but that is precisely the point. “Generalities” are unnecessary. They do nothing to respond to the buyer’s mindset.

So here is what you need to do to catch up with the buying habits of your buyers.

1. Don’t guess. Question. Find out exactly what their wants, concerns and questions are by interviewing customers who have already purchased from you. As I mentioned before, step by step instructions on how to do this are in my delivered, in Chapter 3. You will ask them open-ended questions over the phone, and you will get the precise words that will resonate with your new customers.

2. Completely ignore the “generic” marketing copy. Don’t even bother writing general texts – those vague promises, everyone says that – that you and one of your competitors could make. Instead, write a copy that at once address their mindset, at the top of your website and wherever your product descriptions appear. Don’t say, “This is the best [whatever] on the planet! ”Say,“ Fits any [whatever], installs in 5.6 minutes and lasts [some specific amount of time or uses]. “Make a list of all their questions and be sure to answer them wherever your product or service information appears. And be sure to answer the most basic questions. I shake my head every time I try. to buy a physical item and the description does not include the measurements Breaking the habit of “blah-blah” will be very difficult, but it is worth it.

3. Become good at writing for research. Know which keywords make customers click on competing sites. Determine which posts and pages appear on the first page of Google search results. Understand the difference between “search” keyword phrases and “intent” keyword phrases, and use both appropriately in your articles and pages. Your search engine optimization efforts should be driven by actual customer perceptions and competitive data.

4. Analyze reviews and discussions about your products and services and those of competitors. List the wants, concerns, and questions expressed in these buyer communications. There is gold in these conversations.

At the start of this article, I described what they were thinking: “I know it’s here, somewhere, and if I keep refining my search phrase, I’ll find exactly what I want.” »Have you ever spent an hour trying to find a particular item, an item that only costs $ 25 or less? Time that you couldn’t really afford, but still thought you were almost there and would find it any minute?

This trend has transformed some “scrutiny” purchasing processes into “average review” purchasing processes. The site or listing that answers ALL of the questions buyers have – and addresses their concerns and wants – is much more likely to close the sale than a competitor who doesn’t.

So it’s not so much about “how” you say it, but rather about “what” you say. You are so close to your product or service, there are surely some questions you don’t even think of answering. It’s “obvious” to you. This mindset will cost you sales. Potential buyers can easily go elsewhere to find the “obvious” answers to their questions.

Personally, I think more sales have been lost because of this mistake – not providing specific information – than any other mistake made by marketers.

You are going to write content about your product or service in any case. You might as well write it down so that it pleases your customers and brings in income!

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