There are no quick wins in marketing, as I explain in this episode of 3MinuteMarketing. Just as you can’t do one gym session and expect to become fit and toned, you can’t do one burst of marketing and expect customers to suddenly know and care about your business. Instead, you need to do content marketing every [...]
People buy the hole, not the drill, as I explain in this episode of 3MinuteMarketing. So when you’re doing marketing, you should focus not on the features of your product but about the benefits the customer will receive. The great thing about benefits-based marketing is that it forces you to put the spotlight on your customers. [...]
Humans are more likely to take action to avoid pain than they are to achieve pleasure, as I explain in this episode of 3MinuteMarketing. That’s why marketing aimed at helping your customers avoid something bad can be more effective than marketing aimed at helping them achieve something good. So you don’t always need to tell your [...]
“Stopping advertising to save money is like stopping your watch to save time,” Henry Ford famously said. Ford, who was one of the 20th century’s greatest entrepreneurs, knew what he was talking about, as I explain in this episode of 3MinuteMarketing. If you’re doing good marketing, it should be making you money, rather than costing you [...]
A lot of businesses regard marketing as something that costs them money rather than makes them money, as I explain in this episode of 3MinuteMarketing. That’s true if you’re doing bad marketing, because then the amount of money you’re putting in is less than the amount of money you’re getting back. However, if you’re doing good [...]
Good marketing focuses not on the business but its customers, as I explain in this episode of 3MinuteMarketing. “But what should we talk about in our marketing?” you might be wondering. Well, the moment you start thinking about your customers is the moment you start answering that question. Talk about your customers’ hopes, fears and values. [...]
Ditch the business mumbo-jumbo in your marketing, because it’s a turn-off for customers, as I explain in this episode of 3MinuteMarketing. Instead of using complicated words and sentences, speak to your customers in plain, simple, everyday English. You can’t expect customers to connect with your marketing if they can’t understand it. Some businesses have a mistaken [...]
Even though we live in a digital age, print marketing has never been more effective, as I explain in this episode of 3MinuteMarketing. The reason is that the letterbox has never been emptier. Before the internet, you would return home from work or school to find your letterbox stuffed full of print marketing – which meant, [...]
The fastest way to build trust with potential customers is face-to-face, as I explain in this episode of 3MinuteMarketing. The obvious way to do that is to actually meet, because there’s something powerful about shaking someone’s hand, looking them in the eye and getting to know them as a person. But there’s another way – publishing [...]
Facts tell, stories sell, as I explain in this episode of 3MinuteMarketing. So look for ways to inject stories into your marketing. Good stories go straight to the heart – which is perfect, because although we like to think of ourselves as rational creatures, humans are emotional creatures. That’s why story-based marketing works better than marketing [...]
