You need to be on social media. Why? Because your customers are on social media. It’s not enough just to open an account. You also have to be active on social media – actively posting content and actively engaging with other people’s content. Why? Because that’s what your customers are doing. That doesn’t mean you need [...]
No one cares about your solution ... until they know they've got a problem. So bang on about the problem in your marketing. If you're a dentist and your patient doesn't know how seriously their gum disease will affect them later in life, why would they pay for your treatment? If you're a financial planner and [...]
People often praise me for the content I share in these videos. In one respect, my content is special, because I know more about marketing and communications than most people. But in another respect, my content is not special, because everyone knows something that most people don‘t know. Whatever your profession, you’re in the same position. [...]
Just as the best time to fix a leaky roof is when it’s sunny, the best time to start networking is before you need a network. Don’t wait until you lose your job or start a business – because then it’s too late. When you network from a position of weakness, you network with the wrong [...]
"Casanova spent much of his time asking questions and listening carefully," according to Laurence Bergreen, author of Casanova: The World of a Seductive Genius. "He made the woman feel valued. He touched her heart before he touched her body." If Casanova were alive today, he’d probably be a chief marketing officer somewhere, because that’s also the [...]
A lot of small businesses find it strange they’re not succeeding on social media. After all, their business is acting all businessy, so why wouldn’t their business be kicking goals on social media? Here’s why: your customers don’t want your business to act businessy – because they find that sort of behaviour stuffy and boring. What [...]
Following up with a potential client is a great form of marketing, because the more potential clients you get in front of, and the more often, the more sales you’ll make. There was a time I was scared of this form of marketing, because I used to tell myself a false story: I’ve given people the [...]
Your customers have problems. And they want solutions to their problems. That’s why they’re contacting you. And that’s why your business exists. Your customers aren’t contacting you to get a bargain. And your business doesn’t exist to give bargains. So why do you keep talking about bargains in your marketing? Of course, if customers can get [...]
I’ve got some scary news for you – if you want to attract attention, you need to be different. You might be different in the way you talk, in the way you dress, in the branding you use or in the prices you charge. It doesn’t matter – just find at least one way to be [...]
Your marketing will become more powerful the moment you can prove your claims: If you say you’re good, prove it with testimonials If you say you can solve problems, prove it with case studies If you say one of your products is effective, prove it with statistics Consumers are sceptical, because there’s a lot of exaggerated [...]
