Are you yelling at your customers? Or are you listening to them? The second approach is a much better marketing strategy than the first. Business that yell at customers talk about what’s important to their business. But businesses that listen to their customers talk about what’s important to their customers. If you want your marketing to [...]
Which business is more credible? The business that shows up every day? Or the business that shows up every now and then? Which of those two businesses would seem more knowledgeable, more passionate and more trustworthy? That’s why you need to do daily marketing. Yes, every day. Forever. If you do that, you’ll send a message [...]
There’s a common misconception about marketing that you can tell the truth or you can generate sales … but you can’t do both. In fact, the opposite is the case. As William Bernbach said: "The most powerful element in advertising is the truth." Customers won’t be fooled if you talk about fake fears or nonexistent problems. [...]
I recently had a discussion with a new client, and I asked him a key question. “You’ve told me you want to focus on high-net-worth customers. So does that mean we should exclude everyone else from your marketing?” There was a few seconds of silence, and then he replied… To my delight, he confirmed that he [...]
You know those annoying people who talk only about themselves? Well, it’s possible that customers think of your small business as self-obsessed. If your marketing talks constantly about how wonderful you are, they probably do. Instead of talking about you, talk about your customers. Instead of talking about how amazing you are, talk about how amazing [...]
The stronger your brand, the easier it is to make sales. When you’ve got a great brand, more customers walk through your door When you’ve got a great brand, they’re more likely to heed your advice When you’ve got a great brand, they’re less likely to question your prices So how do you get a great [...]
What’s the number one reason why small businesses fail with marketing? It’s that they expect immediate results. Businesses that expect quick wins have a tendency to hop wildly from one marketing plan to another, before concluding that marketing doesn’t work and giving up. Meanwhile, their rivals, who keep following the same path day after day after [...]
The best marketing doesn’t feel like marketing. So here’s a question for you: is your marketing interesting or boring? If your marketing is interesting, that’s wonderful, because your customers and referral partners would be happily consuming it. If your marketing is boring, you need to make it interesting. How? By discussing things your customers care about. [...]
I often get asked: “Nick, how often should we do marketing?” “Ideally, every day,” I reply. “But Nick – won’t that annoy people?” they counter. Daily marketing will only annoy people if your marketing is annoying. In that case, your marketing will annoy people whether you give it to them once a day, once a week, [...]
“The best time to plant a tree was 20 years ago. The second best time is now.” Did you start doing daily marketing off in the distant past? If so, congratulations, because you’d be cashing in right now. If not, you have two options: Feel sorry for yourself Start fixing your problem today But if you [...]
