We’ve all heard the story… An unknown artist sells a painting for $1,000. Later, she becomes famous. At that point, the owner of the painting resells it for $1 million. How is it possible that the exact same painting could fetch two very different values – $1,000 and $1 million? The reason is that people are [...]
Success attracts success. Would you rather get your hair done by the busy hairdresser or the quiet one? Would you rather get your home designed by the busy architect or the quiet one? Would you rather get your teeth fixed by the busy dentist or the quiet one? The more successful you seem, the more customers [...]
When you do marketing, are you working with your customers’ psychology or against it? People don’t like to be sold to … but they do like to buy. That’s why your marketing needs to be focused on your customers’ needs, rather than yours. Don’t publish “Buy my stuff!” marketing, because your customers don’t want to be [...]
Humans are not logical, we’re biological. Thanks to brain coach Jim Kwik for that gem. We don’t think with our heads. We think with our hearts – and then use our heads to justify our emotional decisions. So don’t aim your marketing at people’s logical brains, because that’s not what they’re using to make their buying [...]
Fear kills sales. Not confident about the ethics of that business you’re researching? You won’t spend money with them. Not confident about the quality of that product you’re thinking about buying? Well, you won’t. That’s why you need to make your customers confident about your business and its products. How can you inspire confidence? Education is [...]
The more predictable you make your marketing, the more effective it will be. Why? Because predictability equals trust. There are two ways your business can be predictable: do regular marketing and use consistent messaging in your marketing. Here’s why predictability works: When a person or organisation is predictable, you feel you know them The more you [...]
Your customers are scared. Your marketing needs to reflect that. No matter what your business or industry, your customers are scared: If you sell clothing, your customers are scared of being unfashionable If you sell financial advice, your customers are scared of retiring poor If you sell content marketing, your customers are scared of losing sales [...]
The more social proof you can inject into your marketing, the more effective your marketing will be. With that in mind, one way to demonstrate that your small business is in demand is to ask your customers to photograph themselves using your products. You can then publish these photos on your website and on your social [...]
I’ve had conversations with potential clients where I’ve said all the right things – but still not made the sale. Why? Because the client didn’t trust me, probably for one of these reasons: They didn’t know if I was honest They didn’t know was knowledgeable They didn’t know if I would provide good service And why [...]
There are two approaches you can take to getting testimonials from your customers. You can hope for them. Or you can ask for them. The second approach is much more effective. Don’t be afraid of asking, because if your small business has made a customer happy that customer will generally be glad to acknowledge your work. [...]
