Jim's Marketing Blog

Marketing ideas to help you grow your business

Category: Email marketing & mail Shots (page 1 of 15)

How to get your marketing noticed

marketing 101

Today’s post is all about how to attract more sales or enquiries.

Their are 2 types of marketing that get noticed:

  1. Marketing that is hand crafted or personal. An example of hand crafted marketing, would be a letter sent to you, which has your name and address handwritten on the envelope and a message tailored to your exact requirements, signed with a handwritten signature.
  2. Marketing that is highly polished and professional. An example of polished marketing would be a website or blog, which is expertly designed and where the content was produced by a copywriting professional. The quality builds trust and the content motivates people to take action.

Almost all small business marketing is outside of those 2 categories. It’s neither personal or spectacular. It’s neither memorable or impressive. It’s neither thoughtful or motivating.

Different approaches lead to different results

The successful minority of business owners invest in expertly produced, motivating and highly personalized marketing. It’s no coincidence their results are so impressive. Cause and effect.

Conversely, the typical small business will go broke within a few years or struggle on for years, working long hours and making little real progress. That’s because a casual approach to marketing causes casualties. Cause and effect.

No business owner sets out to struggle or make little meaningful progress. It is, however, a choice they have made, albeit an unconscious one.

At some point, the struggling business owner decided to relegate marketing to an low-level task. They did this unaware that everything their business does is marketing. As a result, they are dabbling with the development of their business. This produces predictably poor results.

How to turn things around

If your business is not growing the way you want it to, it’s time to take heed. Because whatever you believe about the quality of your marketing, it’s clearly not working.

The great news here is that by adopting the same attitude to marketing as the most successful business owners, the law of cause and effect comes into play. You can have the business and financial security you have always wanted, so long as you do the right things, correctly.

Read this, it will help: Everything your business does is marketing.

4 Inspiring reasons to write regularly

There are many compelling business reasons to write regularly. For example, blogging can be massively valuable as a marketing tool. The same is true of newsletter writing.

Here are 4 less obvious benefits to writing regularly, which seldom get mentioned. In many ways, these are just as valuable.

  1. Writing makes you a better observer. As a result, you notice more of the world around you. You experience more from life.
  2. Writing helps you think with greater clarity. The process of getting ideas out of your head and onto the page, is a wonderful antidote for foggy thinking.
  3. Writing is a powerful development tool. To write effectively on any subject, you need to know about that subject. Even better, to write about a subject regularly, you need to constantly learn more.
  4. Writing is an act of contribution. When you share your ideas or stories with others, you invest in them. You also connect with them. How might that help your business? Think about that for a moment.

PS: Here are 25 reasons to write a business blog.

Does email marketing work? Part II

email marketing

If you want to massively increase the success of your email marketing, [better open rates AND higher conversion rates], these 2 quick tips will really help you.

By the way, this is part 2 of a 2 post series. You will find the link to part 1 at the end of this post.

1. Increase your email open rate

Look at the recent emails you’ve opened, which were from people or companies you didn’t know.

I’m asking you specifically to focus on emails from those you don’t know, because these are the emails that you’re least likely to open.

Now, ask yourself why? What was it that motivated you to open that email, rather than delete it. After all, it was from a stranger.

  • Maybe it contained some compelling words in the subject line.
  • Perhaps the timing was right.
  • It could be that the subject line made you curious… curious enough to open the email.

Once you’ve had a think about what inspired you to open those emails, look for ways you can adapt that strategy, to increase your email marketing open rate.

2. Increase your email conversions

It’s great to have more prospective customers or clients opening your emails, but it’s if no value to you unless they take some kind of action.

This time, I want you to look at the last 20 emails you received, [regardless of who they were from], which motivated you to take positive action. By action I am referring to things like:

  • Making a purchase.
  • Clicking a link.
  • Replying to the email.
  • Calling the sender.
  • Subscribing to something.
  • Following the sender on a social network… any positive action whatsoever.

Now, look for ways to adapt the approach they used, into your own email marketing.

That simple 2 step process is a useful way to quickly discover valuable tactics, which can be incorporated into a wider, super-effective email marketing campaign.

But that’s not all…

Important

Here’s something you really should read. It’s how I helped Irene make over $32,000 in 9 days, with email marketing.

How to get people to respond to your marketing, in just 2 steps!

Are you tired of prospective clients or customers, who don’t get back to you when they say they will? If you are, then the following short post is just for you.

The biggest lie in business

When that person said they didn’t have the time to meet you, return your call or consider your offer… they were lying.

They had the time! They had time to do all the urgent or important things. They also had time to do the things that interested them or captured their attention. What they lacked wasn’t time.

What they really lacked was the motivation to do whatever you requested. It wasn’t important enough to them. It wasn’t a priority. So, it didn’t get done.

2 Steps to get people to take action

To get your prospective clients and customers to take action, you need to do the following:

  1. Make your offer as attractive as possible. Look at what you’re asking people to do and make it more captivating. More interesting. More motivating. More curious.
  2. Give them a deadline. Deadlines focus the mind. This is why so many kids do their assignment the night before it’s due.

Nothing inspires people to take action more than a highly compelling offer with a deadline. Get those 2 steps right and you’ll find the marketplace will always have time for you.

Stop using buzzwords in your marketing. Really. Stop it.

There is no shortage of buzzwords or people who feel the need to use them.

Intersection.

Ruckus.

Disrupt.

Paradigm.

… these buzzwords and many others, are used by people in an effort to appear informed, fashionable or relevant. Interestingly, buzzwords do neither of these. In fact, they have the exact opposite effect when people read them or hear them.

Here’s how buzzwords work against you:

  • They make informed people cringe. Not a great idea, if you want your peers to take you seriously.
  • They confuse the uninformed. A bad choice, if you want people to understand your message.

In either case, buzzwords work against you. When it comes to marketing, write your copy in a way that your ideal client will find easy to understand.

Always aim for clarity.

Why?

Because clarity sells!

PS: Here’s how to develop effective, clear, compelling marketing.

Marketing 101: Make it more attractive, not more annoying!

spam

Around 20 or 30 people email me every day with some kind of terrible sales pitch. They spam me because they think that their email is somehow special. They think that it’s only spam when other people do it.

It isn’t.

The rules apply to all of us

No matter how ethical, important or valuable we believe our message is, the rules of effective marketing still apply to us. Spam is spam, even if we do it.

If you want people to take notice of you, do something worthy of their attention and make it easy for them to share. When your message is genuinely of use or interest, the first 10 people who hear about it will get you another 10, who will do the same, and so on. That’s how every successful product or service spreads.

If you constantly need to pester people, either with spam, cold calls or at networking events, it’s time to improve your strategy.

A better approach

It’s as simple and as challenging as this — focus on making what you do more attractive… not more annoying.

Marketing Tip: Be where their attention is!

cellphone train

The next time you’re on your way to or from work, try this.

I want you to take a look at the people around you; car passengers, bus passengers, train passengers or pedestrians. Notice what they are paying attention to? No, they’re not looking at billboards.

They’re looking at a phone or a tablet.

Be where their attention is

There’s a huge opportunity for you here. That is, so long as you’re willing to publish useful information, such as blog posts, podcasts, videos or newsletters, which your prospective customers will want to consume, to combat the boredom of a dull journey.

There are a couple of things to remember, before you invest your time and effort getting onto their mobile device.

Firstly, make sure you publish something that’s useful to them. If you do, they’ll share it. Your audience will grow. Your name and reputation will spread. Soon, you’ll be a familiar advisor to your marketplace. Don’t publish thinly veiled advertisements and offers. If you do, people will ignore you. No one shares a newsletter, blog post, video or podcast, which is basically a sales pitch.

Secondly, make sure that whatever you publish is mobile friendly. Most small business blogs still look like crap on mobile devices and that’s just not good enough. If you want to engage readers, give them a great reader experience. If you want to engage viewers or listeners, make the audio-visual experience crisp and clear.

The payback?

When you have earned the attention and trust of your audience, and you have a business announcement for them (a new product, offer, service, event, book etc.), they will listen. And because they know your work and trust you, the response rate can be off the charts.

The opportunity is here. The financial cost of reaching all those prospective customers is tiny. The question is, what are you going to do about it?

Tip – If you want to know what your website or blog looks like on various phones and tablets, read this.

The secret to marketing that spreads AND sells!

junk mail

I have a very effective marketing idea to share with you today. You’re going to love this!

I’m going to show you how to create marketing, which people will value and that’s powerful enough to inspire them to hire you or buy from you. It’s based on the work I do with my clients and includes a brief case study, which you can learn from.

So, let’s get started.

Receiving or paying attention?

It starts with understanding that there’s a huge difference between someone receiving your message and someone paying attention to it.

For example, TV viewers are sent targeted marketing messages (commercials) during TV shows. What do most of us do? We fast forward through them or if watching the show in real-time, we go and make a coffee. Just because they send their messages, doesn’t mean we are paying attention.

For your marketing to work, you need to get a great message in front of the right people. In order to get this correct, here’s the key question we need to ask ourselves:

If I stopped my email marketing campaign or I stopped publishing my blog posts, newsletter etc, would people really MISS them?

As a quick look at the marketing you receive every day confirms, for most people the honest answer to that question is NO! We get bombarded with dull, uninspiring sales messages all day and see them as an intrusion, rather than something of value.

Of course, for that tiny minority of small businesses who DO produce marketing, which people genuinely value and would miss if it were to stop, the sky is the limit.

I’m going to share the process required to make this work for your business later in this post.

First, we need to understand why there’s so much dull and ineffective marketing out there.

Dull is cheap. Dull is fast. Dull is simple!

It’s cheap, fast and simple to create dull marketing and get it in front of a lot of people. As a result, there’s no barrier to entry today.

Things were very different a decade ago. Back then, if a small business owner wanted to send a mail shot to 50,000 people, she’d have to spend some serious money.

  • She’d have to cover the cost of the mailing list.
  • Then she would need to pay for all that paper and the printing.
  • Next she would need to pay a company to get the letters folded and inserted into the 50,000 envelopes.
  • Then there’s the huge postage costs for those 50,000 pieces of mail.

All in all, it would cost many thousands. She would need to think long and hard about the value of what she put into those envelopes. Get it wrong and she would pay a hefty price!

Today, everything has changed

That same business owner today can hit 50,000 people using cheap email software and her laptop. It costs just a little of her time. If it fails, maybe tomorrow’s one will work. It’s never been cheaper or easier to push dull, uninspired, poorly thought out, uncreative marketing out the door.

So, that’s exactly what a lot of people are doing. This is why there’s so much junk in your email inbox and on your social networking accounts.

Here’s what you need to do to get it right!

There is an alternative approach I want to share with you, so people welcome your marketing, share it and hire you or buy from you. It requires that you take the exact opposite approach, to 99% of the marketing you see out there. 

It’s about shifting the focus of your marketing, so that it’s primarily of benefit to the people who receive it and secondarily of benefit to you. It’s about producing content (audio, video, blog posts, newsletters, mail shots, flyers, social networking updates etc), which provide independent value to those who receive it. This means they get genuinely valuable or useful information from it, independent of them needing to spend a penny with you.

An example of how this works, based on one of my clients

Imagine you are a dog owner and after a trip to the vet, you subscribe to their dog owner’s newsletter. It gives you tips and ideas, to help you keep your dog healthy, fit and happy. At the bottom of each email are their contact details, so you can call them when you need a vet. You find this free information so useful, that you send it to 10 of your dog-owning friends.

They subscribe and then do the same… then these new subscribers share it too, and on and on it goes. The amazingly valuable, highly-targeted readership grows and grows.

Soon, that vet (a former client of mine) was talking to thousands of local dog owners and positioned themselves in their marketplace, as THE place to take your dog for all its veterinary needs. Their newsletter was eagerly anticipated by it’s readers… yes, people wanted to hear from them and valued what they had to share.

Compare that vet’s approach to the typical marketing messages we see.

  • That vet doesn’t need to run expensive radio ads.
  • They have no need to buy mailing lists.
  • They don’t need to waste valuable hours at networking events.
  • They certainly don’t need to pester people on social networks or ask strangers for recommendations on Linkedin.
  • They don’t need to invest in anything, other than the creativity required to produce a genuinely valuable newsletter, with useful content.

That example shows how a business can grow a massively valuable marketing asset, by sharing real value — rather than pushing unwanted messages. If you invest in creating this kind of value driven marketing, it will improve your business beyond recognition.

In short: Stop pushing predictable marketing at people. Focus on attracting clients instead! This means sharing value, something your marketplace will embrace and share. Soon, you too can have a valuable, growing community of people, who position you in their mind as the obvious choice, when they need the type of service your business provides.

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