Would your small business make more sales if more people knew you existed? Would your small business make more sales if more people trusted you? Would your small business make more sales if more people recognised your expertise? Then why aren’t you doing more marketing? The more times you get in front of your existing customers [...]
I make cold calls. I’m not very good at them. Sometimes, though, one of my calls goes really well. Why? Because I make an emotional connection with the person on the other end of the line. If you’re wondering how I make that emotional connection, it’s by putting myself in their shoes, by seeing the world [...]
You may have heard that marketing is a lot like fitness. If you’re overweight and out of shape, you can’t do one exercise session and eat one good meal and think you’re magically going to burn all that fat. You need to do a lot of exercise sessions and eat a lot of good meals. And [...]
Have you ever seen footage of people camping out overnight so they can be one of the first to get their hands on a new Apple product? Why would customers do that? It’s because they don’t consider themselves customers – it’s because they consider themselves members of the Apple tribe. Customers rarely feel loyalty to a [...]
Let me tell you about a really cool marketing idea I learned from a business owner friend of mine. Send books to your customers and referral partners. Not ebooks – actual print books. And not just any books – but books that reflect that person’s interests. So if the person is interested in personal development, you [...]
You’ve probably heard of ABC, Always Be Closing, but have you heard of ABCD? Always Be Collecting Data. The more data you have on your customer, the more personalised you can be with your marketing. If you know your customer’s age, gender, background, the more personalised your marketing is going to be. And the more personalised [...]
You should usually avoid talking about price in your marketing. But there are some exceptions to this rule. One of these is when you’re marketing a clever freebie. A clever freebie ticks three boxes. It’s of low value to your business It’s of high perceived value for your customers It showcases your expertise Ebooks are a [...]
“If you confuse, you lose” is a great principle to apply when you do your marketing. Don’t put out marketing that your customers have to work really hard to understand. They won’t bother and instead will just move on to your rival. You know, the rival that puts out clear, simple marketing. Don’t make people work [...]
Some small businesses think that the best way to success lies in getting more customers through their doors. So all their marketing is devoted to winning new customers so they can keep making new sales. But you don’t need a million new customers. All you need is a thousand true fans. Once you’ve got your thousand [...]
As a small business, you need to turn your relationship with your customers from that of strangers to that of friends. Why? Because the more customers regard your business as a friend, the more sales you will make. Marketing is a great way to turn customers into friends. The more times you get in front of [...]
