You care about your products … but your customers don’t. What they care about is how their lives will be improved after using your products. That’s what you need to focus on in your marketing. A lot of small businesses make the mistake of going into great detail about the specifications of their products. That would [...]
Successful marketing and short-term thinking do not go hand in hand. When you're thinking short-term, you make two mistakes. First, you do only a limited amount of marketing; but it takes time to build trust, credibility and brand recognition. Second, you try to take money rather than give value; but if you want to become a [...]
What do you think of when you hear the word 'teacher'? Probably a trusted authority figure. What do you think of when you hear the word 'marketer'? Probably an untrustworthy person who will say or do anything to get your money. The mistake a lot of small businesses make with their marketing is they position themselves [...]
The dream of any small business is to evolve from being a hunter to an order-taker. When you're a hunter, you have to constantly chase customers, which can be expensive, time-consuming and exhausting. But when you're an order-taker, they go to you and ask to place orders. So how do you evolve from hunter to order-taker? [...]
I’ve met plenty of business owners who don’t like marketing … which is a shame, because we’re all in marketing whether we like it or not, just as we’re all in sales whether we like it or not. If you’re one of those people who dislike marketing, you have two options: pretend it doesn’t exist or [...]
"Business is a bit slow at the moment, so we'd love you to give us some money." Does that sound like a good marketing slogan to you? Obviously, it's terrible. But that's the message many small businesses send their customers in their marketing. Not directly, of course. But clearly enough for customers to understand. 'Give us [...]
If you don’t give your customers what they need … your rivals will. Sad but true. That’s why it’s so important to produce marketing that’s focused on your customers, not your business. Your customers aren’t interested in your business; they’re interested in themselves. And if you don’t take the time to answer their questions and solve [...]
Boxers sometimes win fights with one big knockout punch to the jaw. Mostly, though, they slowly wear down their opponent with a succession of body shots over a succession of rounds. Marketing works the same way. You might get lucky with a post or a campaign that magically goes viral and delivers you a shower of [...]
This is the 500th marketing video I’ve published in 500 days. That’s video after video after video, designed to promote my content marketing agency, Hunter & Scribe, and build my personal brand. Why have I published so many videos? Because when it comes to marketing, quantity is vital. Don’t let anybody tell you otherwise. Showing up [...]
Send the message that your business and your customers are all in it together. It’s not ‘you and us’ – it’s just ‘us’. You’re all in together. You have the same values. You speak the same language. You care about the same things. If your customers believe that you’re part of their tribe and they’re part [...]
