Marketing tips Marketing help

Why lists dominate content marketing. And why you should use them!

April 19, 2018 by Jim Connolly

Ever wondered why so many articles, blog posts, videos and newsletters are based around the idea of a list?

Yes, you’re right. It’s because they’re extremely popular. People love them. And it’s easy to see why.

Lists = Lots of ideas. And fast!

List-based content promises a number of bite-sized ideas or suggestions. And fast! So when we see “10 habits of highly successful business owners“, we’re not expecting an in-depth examination of commercial success.

No.

We’re expecting ideas. And we hope that at least one of those ideas will help us in some way. If it does, it will repay the 3 or 4 minutes we invested in reading it.

This begs the question: Does your marketing mix contain list-based content?

If not, I suggest you give it a try. Lists are perfect for sharing, which makes them ideal if you want to expand your reach on social networks. New readers who discover your work through list content, will then get the chance to see your more detailed work. Others will follow you on the networks, where they see your lists shared. Almost all of my most shared blog posts are lists. This list-based page has been shared over 50 thousand times.

Lists can also be very powerful, when it comes to increasing your email marketing open rates. Email marketing that has a list in the subject line, can result in massively increased open rates.

Here’s why.

Most small business owners are not expert copywriters. As such, the subject lines they use for their email marketing tend to under-perform. And poorly written subject lines result in low open rates. This means no matter how good their marketing message is, very few people will see it.

Using an average list title as the subject line of a marketing email, will always out-perform an average, regular subject line.

So, Should I focus exclusively on lists, Jim?

No. No you shouldn’t. Seriously. Don’t!

Allow me to explain.

True, there are YouTubers making a fortune from creating only list-based videos. And yes, there are sites that attract millions of readers, who rely very heavily on list-based content. However, relying exclusively on lists is a bad fit for most small business owners. They should be used sparingly.

For example, I could have written this post as a list.

It would have taken me half as long to write.
It would have been shared a lot more on social networks.
And the email version of the post would have been opened by a lot more people.

However, I wanted to dig a little deeper into one thing… the marketing effectiveness of lists. I didn’t want to weaken that focus with “15 Reasons why lists dominate the internet”.

Here’s the thing: Sometimes, you need to offer more substance around one subject. Other times, an issue could be impacting your readers and you need to address it. And there are times when you want to share one really useful idea, which wouldn’t work if you broke it down into a list of sub-ideas. In other words, that same surface-level approach that makes lists so popular, renders them useless for anything that requires depth.

So mix it up.

Test and measure

If you haven’t already used list-based blog posts, articles, videos, podcasts or newsletters, give it a go. Experiment. Test different types of list. Measure the feedback. Check things (metrics) including; sales, leads, open rates, social shares and new subscribers.

In short, if you’re not embracing list-based content, you’re missing out on a huge opportunity.

The step by step guide to marketing your business

April 17, 2018 by Jim Connolly

Lawrence from New Jersey emailed me with a great question. He wanted to know why I don’t provide any step-by-step marketing guides.

Here’s my answer. It contains an exceptionally valuable marketing tip, which I hope you find useful.

The thing about cookie cutters

Cookie cutters are extremely effective when you’re making cookies. They let you produce lots of identical looking cookies, very fast.

Conversely, a cookie cutter approach to marketing is of very little value.

Why?

Because by using the same marketing approach as your competitors, your marketing becomes identical to theirs. You become camouflaged. This makes it very, very hard for prospective clients to find you. And when they do find you, you’ll seem way too similar to your competitors, so there’s no reason to contact you. Oh, and if they do contact you, they’ll be price sensitive.

Throwing away the cookie cutter

Successful marketing is about standing out. It’s about being noticed by the right people and giving them a compelling reason to hire you or buy from you. And for that you need an individual approach.

You need marketing that sets you apart from your competition, so you are the one who gets hired.
You need marketing that gets you noticed for all the right reasons, by all the right people.
You need marketing that’s specific to you; your unique business, your unique situation and your unique goals.

However.

The marketing guides available via blogs, websites, seminars, webinars, and books, etc., are designed to be used by a wide range of business owners. This means you end up with the same generic marketing ideas as everyone else.

That’s the recipe for how to be ignored! It’s also the total opposite of what you need. And it explains why I don’t provide step-by-step guides.

Instead, I strive to encourage you to stand out. To get specific. To take your marketing seriously. Because that’s the only way to get the attention you need, the sales you need and the results you need.

There’s only two ways to grow a business. You need to choose one

April 15, 2018 by Jim Connolly

It’s becoming harder and harder to sell the average product or service.

Why?

Because when something is average, the lowest price wins. And there will always be someone lower priced than you. Plus, your prospective customers can find these lower priced alternatives, on Google or Amazon, in seconds.

There are only two, proven ways to build your business today. Here they are.

Option one

You can decide to try to cut your costs back to the bone and undercut the competition. Lower prices attract attention. Lower prices get people talking. Average products or services do neither.

And if you can get the efficiency savings right, with a significant increase in sales, you can make a very nice profit. This guy sold a UK retail outlet where everything cost just £1, for £50,000,000.

Option two

Alternatively, you can decide to turn your back on average. There are more, wealthy customers out there than ever before. And they want to be treated differently. They’ll very happily pay for that premium difference, too.

That’s why luxury brands thrive in every industry and profession.

The important thing my friend, is to decide.

Either aim for low profit, high turnover or aim to be a premium provider. Then market your business accordingly. Don’t position yourself somewhere between the two. Because it has never been harder to succeed in the middle-ground, than it is today.

I’m getting enquiries from idiots

April 10, 2018 by Jim Connolly

I was emailed by a service provider recently, about a problem he has encountered with his marketing. It’s something a lot of business owners struggle with. So, I’m sharing it with you along with my reply.

Here’s part of his email, published with his permission.

“I needed to boost traffic to my web site and the number of people who read my newsletter. […] I was advised to start using attention grabbing headlines and dumb down my content so it was more inclusive. It worked in a way because I get more traffic but now I’m attracting enquiries from idiots!”

Before I reply…

Enquiries from idiots?

Up front, let’s deal with his use of the word idiot. I’m extremely uncomfortable about the use of that word, in this context. If your marketing attracts the wrong type of people, this doesn’t make them idiots.

It means your marketing sucks!

That kind of inaccurate labelling of people disavows your responsibility. It passes the blame from you, to them. It’s extremely unhelpful.

Okay. Now we’re free to look at the actual problem.

The cause

In order to increase the reach of their work, build their list or get more social media shares, many people swap meaning, for clicks. Before they know it, their message is no longer resonating with the right people.

It’s being seen, sure. But by using mass-appeal, clickbait headlines, their marketing is no longer attracting the right people. And when you combine that with a message that’s “more inclusive”, you end up with a toxic mix of the wrong people and the wrong message.

In short: Poor targeting + Poor content = Poor results.

A better approach

Focus on the right thing.

If you want to get more traffic or build your list, there are thousands of places offering ways to do it. Most use a version of what the guy who emailed me described. And if you’re selling ads on a website based on clicks, this may prove (somewhat) useful.

However.

If you want to attract more clients, you need a strategy designed to attract more clients. First, you determine exactly who your ideal client is. Next, you focus like a laser on being as useful as possible to this niche. Then, make it extremely easy for them to hire you or share your work. It works. Really, really well.

Just don’t confuse the two. Because those 2 different challenges require 2 very different strategies.

How to crush the competition!

April 6, 2018 by Jim Connolly

Joe emailed me with a very direct question. As lots of you may have a similar challenge, I’ve shared the question below, along with my answer.

Hi Jim. What’s the best way for me to crush my competitors? I’m going to lose my business soon unless I turn things around and I’m sick of missing out to competitors that are no better than me.

I think crush is a strong word, but it certainly gets Joe’s frustration across.

How to beat the competition

There are a couple of proven options. I’m going to highlight them, then offer a more powerful alternative.

1. Most business leaders will tell you that the best way to beat the competition, is to outsmart them. This means spotting or creating opportunities before they do. This is a very effective approach.

2. Some enlightened business leaders will tell you that the best way to beat the competition, is to out care them. This means focusing heavily on customer care. It means truly going the extra mile. It means showing the marketplace that you care enormously about what matters to them. This is also very effective.

However, I’ve uncovered a 3rd and massively more powerful alternative. You can out manoeuvre your competitors by doing both of the above!

By outsmarting them and out caring them, you leverage 2 enormously powerful strategies. You set yourself apart from all the rest. This makes you a lot more visible. Moreover, it makes you more visible to the right people; those who value what you do. And as my clients can confirm, it’s a spectacularly effective way to build a high-profit business.

Is the out manoeuvre approach easy? No. It takes a little additional effort.

Is it possible? Yes. Of course it is. I do it every day.

Is it worth it? Absolutely. You see, this approach not only helps you attract great clients or customers. It helps you retain them. And a business that’s regularly winning great new clients, and seldom losing any, is pretty-much unbeatable.

[P.S. Here’s a recent interview I did with the team at The University of Northern Iowa. I hope you find it useful!]

The Fine Print: Home of lies or a powerful marketing tool?

April 5, 2018 by Jim Connolly

Have you noticed something about the fine print we find in marketing and on packaging?

It’s printed really small. And there’s a reason for that: They would rather we didn’t see it. So they don’t draw our attention to it. It’s one of the reasons I hate marketing.

The fine print is where they hide caveats. It’s where they bury disclaimers. It’s where they tell us that the promises in their marketing are grossly inflated. Or that their product doesn’t look as good as it does on the packaging, etc.

This got me thinking.

How would you feel, if you read the fine print and discovered that it actually confirmed the product to be just as good as they said, in the LARGE print?
How would your prospective clients feel, if your fine print confirmed your marketing claims and reiterated you were being totally honest?

By itself, using the fine print as a way to build trust is far more effective, than using it to back-peddle.

However, there’s a powerful additional benefit

If you use the fine print to confirm you’re being honest, you’ll need to improve the reality of your service. You’ll need to improve it so much, that there are no exaggerated claims to hide. No back-peddling. No caveats. Because your service really is that darn good!

Could this have an amazing, positive impact on your business?

Yes. Yes it absolutely could.