Successful marketing leaves clues

success leaves clues

When it comes to marketing, success leaves clues. By following these clues and learning from them, it’s possible to significantly improve your marketing.

For example, spend a few minutes thinking about the following:

  • The last marketing email, which you were motivated to open because it had a powerful subject line.
  • The last marketing email you read, which persuaded you to take action. [To ask for information, pick up the phone, make a purchase, etc.]
  • The last blog post you read, which you were motivated to bookmark, save or share.
  • The last advertisement you saw or heard, which led to you making a purchase.
  • The last service you experienced, which impressed you so much that you wanted to tell your friends about it. Read this. It will help.
  • The last newsletter you received, which you forwarded to¬†your friends.

Turning clues into results

Each of those examples contains a clue. To uncover the clue, you need to answer this question:

What can I learn from this example of marketing success, which I can adapt and apply to my own marketing?

By studying marketing success, it’s possible to make better marketing decisions. The good news here is that there are examples of successful marketing all around you.

Bonus: You can also learn a great deal by studying terrible marketing and uncovering why it was so ineffective. Knowing what to avoid is enormously valuable.

How easy would it be for your clients to replace you?

easy replace

It’s easy to find another service provider. The marketplace is flooded with them. They’re out there right now, offering a commodity service and fighting for attention.

It’s hard, really hard, to find an excellent service provider. These valued professionals are rare. Their clients love them, stay with them and recommend them.

No service provider sets out to be average

Most average service providers truly believe they are excellent. That’s why there are so many average [or below average] providers in every industry.

What happens, is they underestimate the services offered by their competitors and overestimate their own services. They fail to accept the passion their competitors have… how hard their competitors work and how dedicated their competitors are to serving their clients.

How replaceable am I?

It’s worth asking ourselves the following, difficult question from time to time: How easy would it be for my clients to replace me? By being totally honest with our answer, we get an invaluable insight into whether we’re an average or excellent provider.

This may help you. Think about your competitors and consider your answers to the following questions:

  • How average are your fees?
  • How average are the range of services you offer?
  • How average are your opening hours?
  • How average are the guarantees and promises you provide?
  • How average is your client retention?
  • How average is the number of client referrals you receive?

If your business seems a little too similar to what your competitors are doing, I very strongly recommend you read this. It has lots of useful advice on how to turn things around. It’s maybe the most important post I have ever written.

If your service provision is truly excellent, you need to make sure that this comes across in your marketing. An excellent business with average marketing is a travesty. It means you’re achieving a fraction of what you deserve. Don’t worry, I know a guy who can help you. Guaranteed!

Whatever your answer is, there’s important work to be done. So, what are you waiting for?

Marketing Tip: Seek out the dissatisfied

marketing tips, marketing ideas

Here’s an important fact of business: People who are happy with the service they get from one of your competitors, are not looking for whatever your business is offering.

Satisfied customers and clients are exactly that… satisfied. They ignore marketing messages, because they’re not in the market for a new (whatever).

So, even if you’re providing amazing value. Even if you are less expensive. Even if you are faster or more reliable, your value will be virtually invisible to those who are not interested.

Focus on the dissatisfied

Of course, it’s important to build an awareness of how great your product or service is. This is essential, so people know who you are and where you are, when they become dissatisfied.

However, if you want to have the full attention of the most motivated buyers, [people ready to make a purchasing decision right now], seek out the dissatisfied.

It’s far more rewarding than trying to convince the disinterested. It’s also a a faster and more sustainable way to build a successful business.

Tip: Here’s some free advice on how to build a successful business, which includes lots of ideas and examples.

Reach out, pay it forward and watch your whole world improve!

pay it forward, invest people, human business

Here’s a suggestion: When you connect with people today, leave them in a better position than you found them.

The temptation is for us to treat people with respect, but not to invest in them. Sure, we say please and thank you, but seldom look for an opportunity to invest in them.

The thing is, a few words from you can have a genuine, positive impact on someone who needs it.

For example:

  • Your words can boost their confidence, when they were starting to doubt themselves.
  • Your words can help shift their focus from negative or neutral, to positive.
  • Your words can encourage them, when they were beginning to lose faith.
  • And your smile may be the only sunshine they see today. Many people outwardly look happy, yet inside they are hurting. Something as simple as a smile or a sincere “thank you” can make a huge difference.

So, why did I refer to all this giving as an investment?

A non typical Investment

Many businesspeople fail to understand that some things are hard to measure immediately on a spreadsheet. If they can not see an obvious financial reward for doing something, they don’t do it. Investing in others fits into this category.

Business is all about people. Running a business with the kind of mindset I have just shared, improves how people feel about you. I have lost count of the times that someone I encouraged, has later been of just as much help to me… sometimes more.

You know what though? The sceptics are wrong!

Ironically, when we look back and, as Steve Jobs said, “join the dots,” we find that these hard to measure acts often end up having a direct, measurable impact on our own success. Oh, and if you want to start paying it forward immediately, why not share this message with your friends.

How stories help you to make more sales

business development topics r

Last week, I bought 3 boxes of chocolate chip cookies. The thing is, I really don’t like chocolate chip cookies. My wife and son are not fond of them either.

So, what was it that motivated me to buy them? And… what can you learn from this, to improve the effectiveness of all your marketing?

People buy the story

When a kid from our village school comes to my door selling cookies, it feels different than when a shop is selling them. Even if the product is the same, the story behind the product is what we pay for. In this case, I wanted to support the school, so I am now the proud owner of 3 boxes of chocolate chip cookies.

My friend Karl recently spent $4,000 on an Apple Mac Pro for his office. Sure, it’s a nice looking computer. However, he could have got an equally powerful computer for around $1000 less. So, why did this savvy business owner spend all that extra money?

Apple’s story about design and innovation resonates with people like Karl. They enjoy the way they feel about owning Apple products — and the way they feel being seen using Apple products. They would rather pay more for an Apple product, than pay less for a brand whose story means nothing to them.

Your story

Your business already has a story. The story is being told right now, through; your marketing, your prices, your promises and guarantees, your website, your social networking updates, your decision to use professional photos and images [or not], etc.

In order to work, your story needs to resonate powerfully with the world view of the clients or customers you want to attract. This is exactly what happened with the cookie seller and why I now have 3 boxes of cookies.

It’s also how Apple inspired Karl to pay $4000 for a computer. On a larger scale, it’s why Apple were able to achieve record breaking profits, selling high priced goods, throughout the last recession.

If you want to know more about how a story can transform your marketing results, here are some ideas and examples to help you.

5 Extremely powerful questions to help your business thrive!

business development topics r

Today, I have 5 questions to help you and your business thrive. Each question comes with a suggestion, to point you in the right direction.

1. Are you earning trust by setting self imposed deadlines?

A great way to build trust is to deliver on a promise.

Think about it: Telling a client that their project will be ready “by the end of the week” is way less powerful, than telling her it will be ready “by 9am Thursday”.

Set deadlines and then deliver. When a client trusts you to deliver on your promises, they are extremely unlikely to seek out another provider. They are also massively more likely to recommend you to their friends. I wrote about this here.

2. Are you running your business?

If not, your business is running you. Unless you are working to a plan, you are simply reacting to whatever circumstances arise.

Tip: Never take business planning advice from someone, who has not achieved what you want to achieve. For example, be extremely cautious of marketing consultants who have to attend networking groups, because their own marketing doesn’t generate enough leads. There’s a powerful signal there.

3. Are you attracting daily sales or client enquiries from your website?

If not, you’re needlessly missing out on a wonderful opportunity. My blog generates over 100 emails a day — often twice that. Your site can be a sales generating machine too. However, it needs to be optimized correctly and you need to have the right strategy behind it. Invest in getting this right or you’re leaving money on the table every day.

Tip: Don’t copy what you see other sites doing. Almost every small and medium sized business blog or website I see, is poorly optimized.

4. Are you associating with the right people?

We tend to grow in the same direction as those we associate with. Mix with the wrong people and one day, everything they have will be yours. Think about that for a moment.

5. Are you learning from past business mistakes or repeating them?

If you are facing the same old frustrations, it’s because you’re repeating the same old errors. For better results, you need a better strategy. Old ways won’t open new doors.

I hope you find these ideas useful. More importantly, I hope something here inspires you to take positive action.

Don’t let this decision destroy your business

Pro development topics r

In many cases, business owners are missing out on massively better results because of an avoidable, sometimes fatal, yet tiny error.

How small? Just 5%!

Here’s what you need to know, including how to stop this error from crushing your business.

The marketing power of 5%

If you give a project 5% less than it needs, the cost to you is way more than 5%.

That’s because 5% less than good enough will achieve almost nothing. If it’s not good enough, even by 1%, you lose. It’s not good enough. That’s it.

If your marketing falls 5% short of what it needs to be, your sales or client acquisition numbers will be poor. You’ll be relying on repeat business and word of mouth referrals.

The challenge here, as you may already know, is that word of mouth referrals come when they come. In other words, they tend not to come when you need them, instead arriving when you’re too busy. This is such a common problem that it has its own name: the famine and feast cycle. This leads to cash flow problems, which cause more small businesses to go broke than any other factor!

Most small business owners are more than 5% away from what’s needed for their marketing to work. These hard working business owners wonder why their results are so erratic and why their lower quality [but better marketed] competitors are thriving.

It’s a decision — It’s always a decision

The decision to work hard, work long hours and make too little progress is exactly that. A decision. A deliberate decision, to be precise.

Why is it a deliberate decision?

Because you will never meet a small business owner, who doesn’t know when their marketing is under performing. They know better than anyone. They are totally aware that their efforts are not being rewarded. They are fully aware that their business isn’t developing the way they want it to.

Knowing this, they still decide to repeat the same errors.

Until one day, something changes

Sometimes it’s driven by the realization that things don’t just magically get better. Other times it’s a wake-up call, as they see that a landmark birthday [one with a zero at the end] is approaching. Occasionally the naked truth smashes them in the face — that they deserve more. So they make the decision to start growing their business correctly.

Some make the decision in time. Many will wait until it’s too late. These are the “let’s wait until next year” crowd. They become a casualty of their casual approach to business.

I have no idea where your business is right now. If your business is thriving, kudos to you.

If you want more from your business, the best time to do something about it was years ago. The second best time to do something about it… is today.

Are you commanding attention or demanding attention?

command attention, demand attention, mean, difference

There’s a big difference between commanding people’s attention and demanding people’s attention.

Allow me to explain.

Demanding attention

Most small business marketing is based on demanding attention. Think about it:

  • They send us emails we never asked for.
  • They pester us on social networking sites.
  • They call us in the office when we are busy. They call us at home when we are relaxing with our family and friends.
  • They interrupt our TV and radio shows with their sales messages.
  • They pester us at business events.
  • In short, they do everything possible to demand that we listen to what they have to say.

Demanding attention is all about interrupting people, by pushing messages at them. The problem with that approach is that our natural reaction is to push back. Just because they demand our attention does not mean we are going to be receptive to them.

For example, if a marketer walks up to you in the street and pokes you in the chest, he will get your attention, but it’s not the kind of attention he wants!

Commanding attention

A smarter approach is to command our attention. This is all about earning attention. People command our attention when they do something that attracts us and then either informs or entertains us; sometimes both. Sure, commanding people’s attention takes more creativity than demanding it, but the upside is huge.

That’s because we treat information that has commanded our attention very differently, from information that is trying to demand our attention.

Think of 2 things you will read today. For example, a spam email and this blog post.

  • The spam email is something you will delete the second it arrives. That spam message may be in front of you, but there’s no desire on your part to engage with the content.
  • However, you are already over 300 words into reading this blog post. There’s clearly a lot more engagement and trust here.

As a business owner you have the option to either demand attention or command it. You can either pester or attract. Interrupt or engage.

Yes, there’s a place for advertising and with very few exceptions, ads are forms of demanding attention. However, it pays to command attention, to attract the interest of your marketplace, whenever possible. And it’s almost always possible.

Here’s some useful, free advice to help you develop marketing that works for your business.

How to make your content marketing more compelling

content marketing, compelling content, traffic

Which of these approaches do you find the most compelling?

  1. I wrote this blog post, now I need you to read it.
  2. There’s an idea I believe you will benefit from, so I wrote about it.

And which of these 2 do you prefer?

  1. I made this audio program, and now I need you to buy it.
  2. Small business owners needed help with this challenge, so I made an audio program about it.

Most people are far more attracted to the second approach in those examples. Despite this, almost every marketing message I see from small and medium-sized businesses, is based on the first approach. They come from a self-focused mindset, rather than being focused on the needs [or wants] of the other person.

Smarter marketing

Your marketing needs to be smarter than that if you want people to embrace your message and hire you or buy from you.

Telling someone that you know there are competing products, but they should buy yours, because you made it, won’t work. The prospective client or customer doesn’t care what you want. They care about answers to their problems. They care about their wants.

When you create your marketing based on what the other person wants, what’s important to them… it immediately improves how your marketing is received. It also improves how the prospect feels about you. This is the cornerstone of all effective marketing.

What next?

I recommend you spend some time reviewing your marketing. Shift the emphasis of any self-focused copy, from what you want to what they want.

The worst that can happen is that your marketing will be focused on the wants and needs of your marketplace. Get it right and it’s also likely to significantly improve your client acquisition / sales numbers.

If only they knew how amazing your business is


Small business owners lose out on sales or new clients all the time, because of a common and costly marketing mistake. In today’s post, I want to show you how to stop this error from hurting your business.

A common and costly problem

Think about it:

  • If only they knew how amazing your business is, you would have more great clients.
  • If only they knew how amazing your business is, you would be able to charge what you are worth.
  • If only they knew how amazing your business is, you would escape the feast and famine cycle.
  • If only they knew how amazing your business is, you could look to the future with confidence.

The challenge here is that in the vast majority of cases, small business owners are lousy at getting that message across. You need to avoid making the same mistake.

Here’s a great place to start.

It’s time to get specific

Explain what makes your business stand out. Highlight the benefits of working with you, rather than an ‘average quality’ alternative provider. Showcase your unique strengths.

General marketing claims like, “we try harder”, “we go the extra mile” and “our service is second to none”, don’t work. Everyone makes those generic promises. By repeating similar claims, your message gets lost in an ocean of predictable marketing.

If you want your marketplace to know how truly superb your business is, you need to transition from generic — to specific. A powerful way to do this is to provide supporting information for your claims. Show them, specifically, what makes your business a better proposition for them.

For example, almost every business claims to offer great customer service. You can rise above the noise and get noticed, by showing prospective clients how you invest in customer service training. You can show them the additional opening hours you provide. If you have customer service awards, showcase them in your marketing.

When people finally see just how amazing your business is, you will find you attract the best clients, the best fees and the most rewarding projects.

The best kept secret

You don’t want to be the best kept secret in your industry. It’s frustrating to know you are better than other providers, who are more commercially successful then you. This is why you need your marketplace to know who you are AND that hiring you or buying from you makes perfect sense.

This is a function of marketing… effective marketing, to be exact. It’s about knowing who your ideal client or customer is and then crafting a powerful message, which you motivate them to read or listen to.

If you make that message [or story] remarkable enough, they will tell their friends about you too.

Tip: You may find this useful: Be the first. Be the best. Be remarkable.