Tag Archive for ‘Marketing’ rss

Your Privacy vs Being Accessible

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Eric Schmidt quote on privacy

The new world is I’m Googling you the second you email me. I’m going to find everything I can about you. Google can find almost anything these days. I should be able to search your name and contact information and find all relevant information about you. I mean it’s 2014, you have to assume everyone is going to Google you at some point, right?

Now the privacy pundits will tell you to stay as anonymous as you can, as Lloyd Christmas once said, “lot of bad drivers out there!”. But REALLY, really?  How many people do you know who have been stalked?  Is that even still a thing?  We’re too concerned about privacy that we’re losing out on business opportunity.

I had a meeting booked with an organization, the night before the meeting I search the person I was meeting with on Google (I do this with a lot of people surprisingly) the only site other than LinkedIn said she was in Swift Current not Regina. I sent an email asking about her whereabouts, I receive nothing in return. I Googled the organization to find a phone number but there’ only a Regina contact. The “Contact Us” page
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No One’s Listening, Get Over It

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No one's listening, get over it

If you’re not selling as much as you think you should be, or your business isn’t doing as good as it should be, stop trying to tell more people about yourself. Stop trying to yell louder than everyone else, stop trying to make more commercials about yourself. No one cares about your business.

Your business isn’t growing, not because people don’t know about your company, your business isn’t growing because you’re not willing to sacrifice what really matters to make your organization what it could be.

If you think all you need to do is tell more people about what you’re doing you’re missing the point. If you have to tell people about what you’re selling it’s not going to scale and you aren’t going to experience the growth you want. If you can change your product or service to make it SO incredibly valuable that other people want to share it without you there, you’ve done it.

The new marketing is changing your service offering based on the feedback received from customers and employees to cater to them more effectively over time.

No one’s listening, get over it. Start creating a better message.

Stop trying to shout louder
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What’s Really Stopping Your Company From Being Great?

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It’s easy to assume what your problem is, it’s hard to take an intimate look at what’s really stopping your company from being great.

A $20,000 logo isn’t going to fix your branding problem.

A commercial isn’t going to solve your awareness problem.

A newsletter isn’t going to solve your customers not caring problem.

Sending a flyer in the mail isn’t going to solve your no one orders from us problem.

Taking an ad out in the phone book isn’t going to solve your no one’s calling problem.

Interrupting your customers with more e-mails isn’t going to solve your they don’t buy enough problem.

The first step is admitting you have a problem (this is the hardest part).  The second step is defining what the problem actually is.  The third step is a realization that you aren’t going to solve the problem on your own.

You’d be surprised at how many people and businesses can’t get past the first step.

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The Paradox of Your Target Market

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idea-diffusion-curve

The larger your target market the more customers you can service and a better chance to make a lot of money. Service a large number of people and you’re sure to be a success, you don’t want to leave anyone out or exclude anyone do you?  Create a product that the average person would like.  You’re sure to make a lot of sales selling an average product to average people, right?

(targeting the early and late majority is the largest, most profitable chunk of the curve but they are a difficult group to market to, for the most part they follow what the innovators and early adopters are doing.  As well you have much more competition in the early and late majority)

Or

Pick the smallest possible niche you could possibly target and focus on them and them only.  Relentlessly seek feedback from your best customers and constantly figure out new ways to delight them.  If you consistently exceed expectations they will have to talk about you to others.  Never worry about the people who aren’t in your target market, you must exclude others to allow yourself time to treat the select few customers you do want to work
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Before You Begin Advertising…

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Remember, your “brand” is what we think it is, not what you tell us.  We form our opinion from what you do, not from what you “say” you do.

cigarettes-luckies-doctors

controdictory-ad-placement

Old Ads Start Cola Earlier

Old advertising-blow-it-in-her-face

shell-ad

This Lamb Sells Condo

dream-holiday-bad-advertising

 

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What Will Inevitably Happen To Your Business…

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This will inevitably happen to your business, start preparing now.

Competition increases.  Growth stops, your business begins to flat line.  The CEO sends the marching orders “we need more sales!  Send out more newsletters, lets get on the Radio, lets have a sale this weekend, lets start advertising in the Sunday post AND Metro.”  To the CEO’s surprise, nothing changes.  No one opens his “more frequent” newsletter.  We tune out his quirky but generic radio spot.  And anyone who’s reading Metro, Fine LifeStyles, Business Magazine, The Sunday post, won’t be next week when the newest magazine or newspaper gets our attention.