The messaging you use in your sales pitch should tie in with the messaging you use in your marketing. Why? Because if you run a campaign and customers respond to that particular messaging, you know that's how they want to be sold. After all, if they weren't interested in that type of messaging, they wouldn't have [...]
This video will make you rich! This video will make you irresistible! Sure, we used false claims to get your attention – but that doesn't matter, as long as we mention that in the fine print, right? Wrong. False claims may be a violation of the Australian Consumer Law. And all the asterisks and fine print [...]
Have you ever noticed how big brands like McDonald's, Coca-Cola and Nike do non-stop marketing? Why would they do that? After all, everyone already knows who they are. So all that marketing they do must be a waste of money, right? Wrong. Even if you're a famous brand, tastes change and customers can forget about you [...]
If you like marketing and you like US presidential politics, keep an eye on Democratic candidate Andrew Yang. Yang’s big idea is a universal basic income. But Yang isn’t calling it a universal basic income. Why not? It’s all because of marketing. After testing his policy with focus groups, Yang discovered that it polled more strongly [...]
“If people like you, they’ll listen to you. But if people trust you, they’ll do business with you.” That wonderful quote from Zig Ziglar gets to the heart of marketing. When we do marketing, we’re trying to get people to trust us. Why? So they’ll do business with us. But here’s the bad news: building trust [...]
Marketing is a marathon, not a sprint. Sadly, you're not going to see results overnight ... or even after a week or a month. It takes months or even years to build trust, credibility and brand recognition. That's why you need to play the long game with marketing. How? By producing quality marketing day after day [...]
Every small business should have something free to offer potential clients. That's a great marketing tip from Michael Port. Your freebies need to be something of low value to you as the business, but which is considered high-value by the potential customer. A free 30-minute phone strategy session, for example, or an ebook full of valuable [...]
Change is uncomfortable. Whether that’s changing your marketing or changing your business strategy. It’s easy to get comfortable and set in your ways. But the problem is, things never stay the same. What worked for you yesterday, won’t work for you tomorrow. That's why you've always got to be open to new marketing messages, channels and [...]
People do business with small businesses they trust. If your small business can win the trust of customers, that will translate into sales. Trust equals sales. But trust isn’t established overnight. It takes time to build. So how do you win their trust? That's where marketing comes in. Provide your customers with helpful, interesting and relevant [...]
Want to grow your small business? Then you need to dump your clients. That’s the message from Michael Port’s wonderful small business book, Book Yourself Solid. To clarify, Port isn’t advising you to dump all your clients – just your bad ones. The idea is that once your small business culls its soul-sucking clients, it will [...]
