How to grow your business in a uniquely valuable way!

get noticed, stand out, attraction

You are the biggest asset your business has. Those are not just kind words. They are based on fact.

Allow me to explain.

The Internet has presented business owners with a series of benefits and challenges. One challenge, is that it is now extremely easy for competitors to discover and copy one another’s best ideas. It’s little wonder then, that providers in just about every industry now offer an almost identical range of services.

Today, I’m going to show you how to overcome this challenge and build a massively valuable marketing asset for your business.

How to stand out in a meaningful way

Some things are easy to copy. For example, if a local restaurant starts opening an hour earlier and then attracts an extra hour’s worth of profitable trade, it’s simple for competing restaurants to do the same.

However, some things in business are extremely difficult to copy because they’re based on unique, human experiences. A wonderful example of this is the use of a newsletter or blog, to showcase your expertise and knowledge.

Here’s why it works

You are unique. You have a unique collection of life experiences, which your unique mind processes in a unique way. When you write (and speak) your communication style is unique too.

This uniqueness allows you to stand out from the pack and connect with your future clients!

Here’s an example of what I mean. Both Seth Godin and I write about marketing, yet we write very differently:

  • Seth grew up in a very wealthy family and was educated at Stanford — along with the CEO’s of many of the world’s leading companies.
  • I grew up in extreme poverty, the son of penniless immigrants.

It would be extremely difficult for either one of us to write like the other. For instance, when Seth thinks about being broke, he (thank God), won’t recall his mother begging for food to feed her children, the way I do.

So, when Seth and I write about business owners experiencing hard times, we will see the hard part extremely differently. This is reflected in what we write and how we write.

Your unique voice

Your life experiences will cause you to write very differently from your competitors. The only caveat here, is that you need to allow your personality to shine through your writing. If you try and sound like someone else, you lose your unique voice — the very originality that will allow you to stand out.

Now, compare that to the generic approach most business owners take with their newsletters and blog posts. Instead of delivering useful, valuable information from their own unique perspective, they churn out a series of thinly-disguised sales pitches. They then wonder why it isn’t working.

Allow your unique voice to communicate value. These brief tips may help:

  • Learn about the challenges facing your marketplace. A great way to do this is to connect with them on social networks and listen. [Compare this approach, to the typical service provider who uses social networks to broadcast.]
  • Provide answers to the most pressing challenges facing your marketplace. This positions you in the mind of your prospective clients, as a source of expert help and advice.
  • Share case-studies of how you have helped people, who had similar challenges to your prospective clients.
  • Turn up regularly! Treat your newsletter or blog as a high priority business activity. If you think it’s hard to write regularly, remember that writing is a lot like speaking — and you speak every day.

The unique connection these prospective clients form with you, is a massively valuable marketing asset.

Think of it like this: Who are they going to hire?

  • Some stranger they find on Google.
  • … or you, someone they feel a connection with and whose expertise and knowledge they already know about.

Yes. You win!

PS: This will help you — How to get more clients from your newsletter or blog.

Marketing tip: Never sell to a stranger again

marketing tips, marketing ideas, sales

Smart people speak, because they have something to say.

Dull people speak, because they have to say something.

And the difference between those approaches is huge!

The same is true in business

When smart business owners connect with their marketplace, they have something interesting to share. When the average business owner connects with their marketplace, it’s usually a selfish sales message or special offer.

Most small business owners connect with their marketplace when they need something. They need more clients, customers or sales… so they interrupt strangers with a sales pitch. They have nothing of interest to say.

Yes, the business owner is interested in gaining clients, customers or sales, but that’s only of interest to the business owner. The marketplace just sees another needy sales message from a stranger… and ignores it.

A far better approach to marketing

The most successful small business owners do things very differently. They remain in contact with their marketplace, on an ongoing basis. They use blog posts, newsletters and social networks to share valuable ideas and information. This keeps the smart business owner front of mind. But it does more than that. It causes their marketplace to think of them as a useful asset to their business.

So, when the smart business owner DOES have a marketing message to share, it’s received with enthusiasm. It’s received by people who, before they even read it, already know and value the source of the message.

And it massively improves their results.

More importantly, it can do the same for you and your business.

Read this, it will help: How to make your content marketing more compelling.

Content Marketing: How to avoid a common, costly mistake!

Content Marketing, copywriting, coppy, writing

Did you know that your marketing message can fail, even before people read what you have to say?

Well, it’s true. And it happens all the time.

Spammers pointing lasers into my eyes!

I was prompted to share this with you, after I received a spam email earlier. It’s from a UK company that wants to sell me laser eye surgery. They even offered me a £300 discount. They assumed I’d be happy to place my health in the hands of spammers. They thought I’d be perfectly okay, about a spammer pointing lasers into my eyes.

Of course, they were wrong.

What your content marketing says about you

Now, that company may use the most highly trained laser surgeons. They may have the best possible equipment. But when we’re spammed by a company, all we know for 100% certain, is that they’re spammers. And it makes no difference whether they spam us with email or social network messages. Spammers are considered to be annoying, desperate and unprofessional.

Here’s the thing: The way you market your business is part of your story. It shows your marketplace what you believe to be acceptable. It shows them what your business standards are. It shows them how professional you are.

And that all happens, before they even see the content of your marketing message!

What next?

Take a look at the way you market your business, through the eyes of someone who doesn’t already know how great you are. If the kind of marketing you use inspires confidence in your business, then it’s a case of more of the same.

But if your marketing strategy is eroding confidence in your business, it’s time you switched to a better strategy. Today, preferably. Yes, it’s that important.

What you know about link building is probably wrong!

Content Marketing, copywriting, coppy, writing

And it’s not your fault.

Here’s the thing: When it comes to marketing your business, there are 2 types of link, not 1 as many people seem to believe!

  1. There’s the type of link you already know about. This is where a website links to your website or blog. This is sometimes called a backlink.
  2. However, there’s another type of link, which is seldom mentioned. This link has just helped me attract a wonderful new client. And it has nothing to do with hyperlinks, link building or backlinks.

In today’s post, I’m going to share how you can make that second type of link work for you and your business. Let’s start with a little clarity.

The type of link you already know about

You’ve been told a million times about the value of getting a link, from a highly respected website to your site. In short, if your site has lots of links pointing to it, especially from high quality websites, it will rank higher on search engine results pages. This kind of link building is the backbone of SEO.

  • It’s why infographics are all over the internet [they usually have link code embedded in them].
  • It’s why people will write guest blog posts for popular websites like The Huffington Post and Forbes, without payment, in return for a link.

Those links are valuable. However, they’re not the only type of link that’s of value to you and your business!

A different type of link!

I was contacted by The Wall Street Journal last year. Business Editor, Chris Gay, wanted some help with a marketing article. I was happy to contribute. More than anything, I was proud to have been approached for my expertise, by someone from such a respected publication.

You can read the article here: Four Marketing Strategies That Paid Off for Small Companies.

Yesterday, Grant emailed me. He wants a place on my Marketing Mentor Program. In his email, he explained how he first discovered my work because of the Wall Street Journal article.

Although there are no links pointing to me from that article, he was impressed enough with the idea I shared, that he searched for me. He found me and then subscribed to Jim’s Marketing Blog. Now, 8 months later, he decided he is ready to invest in my services.

That article didn’t have a traditional link to me or my website. Nothing for Google to follow. Nothing for Google to index. Nothing for Grant to click.

However, it DID provide a highly valuable link, which turned Grant from a stranger into a client.

Links: The power of association

Never underestimate the value of having your name or brand positively referenced in an A-List publication, even if they don’t link to your website.

Grant is a Wall Street Journal reader and he trusts what they have to say. Though The Wall Street Journal didn’t say they endorsed me, they did use my work as a positive example of a marketing strategy that paid off. Grant was then able to naturally associate [or link] my name, with the article and the source of the article — The Wall Street Journal.

That kind of link is powerful. Really powerful.

The combination of Grant valuing what I said in the article, with the trust he has for the publication, inspired him to go to Google and find out more about me and my work.

My point here is simple: When your name or brand is positively referenced by a trusted source, people will feel positively about you.

You need to be visible on search

Of course, had I been hard to find, Grant would never have visited my blog and subscribed.

To benefit from having your name mentioned in a publication that doesn’t link to you, you need to be easy to find via search engines. The same is true when you’re mentioned on radio or TV. Naturally, this is where SEO comes in. It’s why lots of good quality backlinks are important.

Grant is based in California and searched Google for Jim Connolly marketing. Anyone doing that search within The U.S. today, will find me listed as the first 6 search results; [either my blogs or my Twitter account]. If people search for you after reading about you, they will have your name and they will almost certainly figure out your industry. Your job is to make sure you’re easy to find when people do that. This is easier for some people than others. You may have a very popular name and work in a huge industry.

I suggest you search for yourself, using your name and a 1 or 2 word industry category. If you’re not happy with what you find, make sure you optimize your website, blog and social networking accounts so you’re visible. If you are not sure how, get expert SEO help. It’s worth it.

Why none of this would have worked without a blog or newsletter

Think about it: When Grant visited my site 8 months ago, he wasn’t in need of my services. He was curious. That’s all. Because I write a blog, he was able to subscribe and receive regular email updates.

This means I had a way to maintain regular contact with him, through my posts. It also allowed him to learn my approach to marketing and the value of my ideas.

Note: If Grant had initially found just a website, with no blog or newsletter, I’d have lost him 8 months ago.

Think about that for a moment. This will help!

SEO matters

It really does. And backlinks are essential if you want your SEO to really work.

The point of this message is simply that you shouldn’t ignore opportunities to promote yourself online, just because there’s no backlink to your website.

If a highly respected publication asks you to contribute to an article AND they position you as an expert, you will be linked mentally in the mind of their readers, to a publication they trust.

That’s of huge value to you and your business.

The most incredible article about headlines you’ll ever read!

incredible headlines

Here are some ideas, which you can use to massively improve the results of all your written marketing.

It’s all about the marketing power of headlines.

Your headline has to capture the reader’s attention

It doesn’t matter how great your message is, people need to read it in order for the message to have the desired impact. That’s where your headline comes in. The headline’s primary job is to attract attention and motivate the reader to carry on reading.

Think about it… the headline is what inspires prospective clients to open your email. It’s also what motivates them to read your blog post or article, when someone shares it on a social network. It’s what grabs their attention and interest when they see one of your advertisements.

Advertising legend David Ogilvy was in no doubt regarding the importance of headlines. He famously said: “When you have written your headline, you have spent 80 cents out of your dollar.”

Treat your headlines with the importance they deserve. Give yourself plenty of time to craft the best headline possible. The following tips and examples will help you get the balance right.

Your headline should accurately reflect the theme of the content

Because headlines play such a huge role in getting your content noticed, it’s tempting to over exaggerate them. [Yes, the headline of this post is a tongue in cheek example of what I mean].

Sometimes called link bait or click bait, these attention grabbing headlines are proven to generate trafficThe reason I strongly recommend most people reading this not to adopt that headline strategy, is this:

Your headlines make a promise, which your content needs to deliver on.

Make your headlines as inspirational as you can. Use words that will compel people to read what you have to say. But make darn sure that your content backs up the promise of the headline.

Your headline needs to be written for your target market

Your marketing message is intended to connect with a very specific group of people: Your prospective clients or customers. The headlines you use should do the same. This means speaking their language and addressing their concerns and opportunities.

Here’s why this matters:

  • By focusing your headlines around the interests of your target market, you help your marketing message to attract the attention of the right people.
  • Conversely, by using headlines that attract the attention of a wider group of people, you cease to be directly relevant to your target market.

In other words, use headlines that are directly relevant to your prospective clients.

Your headlines should match your medium

If you’re writing a headline that’s intended for a print magazine, newspaper or flyer, you have certain freedoms, which you don’t have when writing for the internet. For example, if you want your internet article’s headline to be fully displayed in search results, you need to use around 55 characters or fewer. Going beyond that limit will see your headline cut short.

If your headline is intended for email marketing, you need to take other things into consideration. For example, if you include exclamation marks!! in your subject line, along with a number and maybe a word that’s in ALL CAPS, it’s highly likely to end up in a lot of spam filters. Email software looks for certain common factors used by spammers and if it sees them in the email headlines you use, it could wrongly treat your marketing as spam.

In short, when it comes to headlines, you need to adapt depending on the medium you’re using.

The only 2 types of headline that matter

There is a lot of debate among marketing professionals, regarding the correct way to use headlines. They take entrenched stances, each insisting that their approach is the only strategy that’s professional or effective. In almost every case I have seen, they totally miss the point.

When it comes to the headlines you use in your marketing, there are just 2 broad categories worthy of your attention.

  1. Headlines that work for you and your business goals.
  2. Headlines that are failing you and your business goals.

You need to find the correct balance for what you want to achieve. And it will differ depending on your brand, your industry and your business model.

For example, Upworthy and BuzzFeed have grown into massively successful media businesses, using a controversial, yet very powerful headline formula. Many have labelled their approach as being link bait or click bait. Here’s a nice piece from The Guardian that looks at Upworthy’s headlines. Now, it’s not a strategy that would work for my business. However, it’s proven itself to be an extremely successful strategy for the Upworthy and BuzzFeed business models. It’s fortunate they ignored the one-size-fits-all mantra. My point here, is that you should leave your options open.

I hope you’ve found this useful. More importantly, I hope it inspires you to improve the effectiveness of your own headlines and titles.

Worth reading: 5 Steps to improve the success of all your written marketing.

This is a marketing message. Really. It is!

Content Marketing, copywriting, coppy, writing

In today’s post, I’m going to show you how to make your marketing so attractive, that people would miss it if it wasn’t there.

Think about it: Most of the marketing messages we receive are unwelcome. At best, they are the price we pay for being able to watch a YouTube clip or listen to a radio station. At worst, marketing messages are an unwanted, annoying intrusion.

The good news is, marketing doesn’t need to be this way.

How some brands get it right

Some of the marketing we receive is welcomed. For example, when Evernote send me their newsletter, I read it. Always. Why? Because it’s packed with tips on how to get the most value from the Evernote app, so users can organise their ideas and improve their work flow. As a daily Evernote user, these tips and ideas are of huge value to me.

Yes, I have made additional purchases because of the Evernote newsletter. However, they have never sold me anything.

Think about that for a moment. It’s extremely powerful!

Leigh inspired me to write today’s post

Earlier today I received a message from a reader. Leigh said that she reads my blog via email. The reason she got in touch is that she hadn’t had an email from me for 5 days. She wanted to make sure everything was OK. It turned out to be a problem with her new email provider. But that’s not the point.

The message behind Leigh’s email may not sound that important at first glance… but it is. It’s a powerful example of the effectiveness of content marketing.

I’ll explain why in a moment.

The best content marketing delivers value

Just like the Evernote newsletter I mentioned, the best content marketing is packed with independent value. [Note: By independent value, I mean that the content itself delivers value, independent of the reader needing to purchase anything].

When people connect with effective content marketing, they feel like they have gained something. Because of this, they welcome it in a way that’s impossible to achieve with a sales pitch.

A great way for you to get this right, is to ask yourself the following question: “If I stopped publishing my newsletter, blog posts, email marketing or social networking updates, etc., would people miss them?”

This is a marketing message. Seriously!

If you think my blog posts aren’t marketing messages, think again. Yes, I give you useful information for free, without pitching you anything, but consider this:

  • Hundreds of people email me every week, because of something they read on my blog or in the email version of the blog.
  • A subset of these great people will become clients of mine or customers of my audio program.
  • Other readers become advocates and recommend my services to their friends.
  • Some share my blog posts, helping me reach more people.

Now consider this:

Think for a moment how useful it would be for your business, if you were receiving emails and phone calls all day every day, from interested people who already knew all about you and what you do.

What next?

Provide your marketplace with useful information, not sales pitches. Make your content marketing about the reader, not about you. Help them solve their challenges with your expertise. And let people know what you can do for them [like that short message below], so they know where to come when they need expert help they can trust.

Remember… the process of giving and receiving starts with the giving part.

Read this. It will help you: How to make your Content Marketing more compelling!

Bloggers: Why too few people read your blog and how to fix it!

blogging, blog tips, content marketing

This is a very important post. If you want to get more business, feedback and recognition from your blog, this could be exactly what you need to know.

The post was inspired by an email I received from Shannon. She kindly gave me permission to share part of it with you. Here’s the core challenge she wanted help with, along with my answer and lots of tips and examples to help you build a successful business blog.

Here’s what Shannon wanted to know:

“I’ve been blogging for close to three years now. It’s been frustrating to say the least! […]  I have no idea what I’m doing wrong and I’ve followed the advice from [she mentioned a very well known blogging site] totally.  I’m just about ready to quit.  Can you take a look at my blog and tell me what I’m missing?”

I did take a quick look at her blog and it’s exactly the same as countless other business blogs, following the same, general blogging advice.

Here’s what the challenge is and how to resolve it!

Blogging is exceptionally effective

I’ve worked in marketing since 1987 and nothing I have used, studied or witnessed, comes close to the marketing power of an effective blog. Period.

So, why has Shannon and the vast majority of business owners, seen such poor results?

Without doubt, the main reason is that blogging is often touted, incorrectly, as the written equivalent of painting by numbers. In other words, you follow a set of rules and success will follow. This myth persists because it’s repeated by well known bloggers, selling generic guides and programs on how to grow a successful business blog.

The polar opposite is actually true: The closer you follow the same general format, rules and techniques as everyone else, the less likely you are to achieve anything worthwhile from your blog.

Here’s how I created one of the world’s most popular marketing blogs, using a more individual approach.

I didn’t SEO my posts

I decided to write for my readers, not Google. This gave me the freedom to express my thoughts, rather than SEO my thoughts.

Shannon’s blog posts are written using SEO software. This means they are often too long, just so she can reach her minimum SEO word count and keyword density. Posts that should be information rich and 250 words long, are filled with fluff to make them more SEO friendly. It has totally robbed her of her voice and individuality.

Google likes it. However, it reads like crap. As a result, Shannon attracts drive-by traffic, rather than client enquiries.

Tip: Read this – Stop writing for Google. Really. Stop it!

I didn’t guest blog

I focused on building my readership, by producing the most useful content I could and then made it extremely easy for people to share it.

This approach works even better today than when I started in 2008, thanks to the popularity of social networking sites.

Many bloggers waste their best material on other people’s blogs, because their blog guru convinced them it’s a great idea. It’s one way to build your readership, but certainly not the best. Or the second best. Shannon told me that she has guest blogged a lot, with nothing to show for it. She’s not alone.

Build your own platform. Put the primary value on your own turf. Don’t be someone else’s unpaid content provider.

I removed comments

It was summer 2013, when I removed the commenting feature from my blog. Blog commenting is a vestige from the days before social networks. It was also a huge time suck for me, as I often got 2500 spam comments a day.

It was still a tough decision though. The only other person I knew who’d done it was Seth Godin, and he had a very different reason. But it was the right thing to do. So I did it.

Back then, I was attacked. Social media gurus said you HAD TO have comments on your blog or it wasn’t a blog.

Today, the mood is changing.

Since I removed comments, other popular blogs including; copyblogger, Chris Brogan and Michael Hyatt, have done the same. And they’re absolutely right.

My point is that you need to question perceived wisdom. Then if you believe something needs to change, do it your way. Don’t wait for someone else to tell you — be prepared to lead. We need more leaders.

Shannon has comments enabled and she gets very little feedback. Many comments are from people trying to get backlinks or score free advice from her. This lack of so-called social proof, does nothing to enhance Shannon’s reputation. It also makes her blog look like a ghost town, when prospective clients check her out.

I didn’t fill the blog with affiliate links

When I recommend something to a reader, it’s a genuine recommendation and I don’t get a penny for it. The trust of my reader community is worth far more to me than affiliate money.

Shannon’s blog home page has affiliate banners for 3 products. None are related to her profession. It makes her site look cheap, which is toxic for a service provider.

I didn’t pump my posts with buzzwords

Disrupt, ruckus, growth hacking, big data, intersection… buzzwords like those fail twice.

  • Firstly, they make informed people cringe.
  • Secondly, they confuse the uninformed. That’s a bad idea if you want people to understand your message!

Shannon’s blog uses lots of content marketing buzz words. This, combined with the keyword loading she does for her SEO, means readers have no personality to connect with.

I made 1 rule and stuck with it

I made a rule, which I have stuck to since summer 2008. It’s simply this

I will only publish a post when I have something useful to share and I’ll make sure I find something useful, often.

This means I often write when it’s easier not to. I update older posts daily, to keep the information relevant. Blogging is a primary business activity for me, rather than something I fit in. As a result, I write when I’m extremely busy, when I am tired and even when I’m not feeling great.

Your rules

The Internet is packed with sites that offer largely the same, general advice on how to build a successful blog.

Their advice seems to make sense, until you consider that by following it, you become invisible – lost in an ocean of millions of other bloggers using the same, general advice.

If you’re following what they say, you will be able to identify with Shannon’s situation.

In short: Your blog needs to be as individual as you are. Otherwise, you’re invisible.

Tip: This post asks an important question: Bloggers: Are you 1 question away from 10,000 daily readers?

How to grow your business with Agile Thinking

agile thinking, advanced thinking

Business is changing. Moreover, business is changing fast!

This is great news for agile business owners, who embrace the opportunities. However, it’s not such great news for business owners who are working in today’s rapidly changing environment, with a 1995 approach to business.

In today’s post, I share some ideas on how you can benefit from the new opportunities around you. First, I’d like to demonstrate how things have changed and why we need to apply a new mindset, to the new landscape.

A new mindset for a new landscape

Many of the world’s most influential businesses were unknown 20 years ago. Some, such as Facebook and Twitter, weren’t founded until the mid 2000’s. That kind of global growth was previously unthinkable. What’s more, billion dollar companies that lead their industries have been started by relative unknowns, in very untraditional ways.

Here’s a great example. Writing in Techcrunch, Tom Goodwin summed up the new age of agile business:

“Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening.”

Tom is right. Something interesting is happening. None of those achievements or business models were possible until very recently. The game has changed. And it has changed for ever.

The age of agile business

When I look at small businesses, they tend to fall into one of the following 2 broad categories: They are either dinosaurs or agile progressives. That’s to say their approach to the agile business landscape means they are facing extinction or facing unparalleled success.

Armed with a laptop and an idea, there’s very little an agile business cannot achieve.

  • The new business landscape allows an agile small business owner to have an idea in the morning, and put that idea into play before the end of business that same day.
  • Using social networks, we can listen to what our marketplace wants and provide that want. No more guess work. You can get it right every time. And in a fraction of the time.
  • Instant access to data, means research that took weeks or months can now be done in days and at a fraction of the price.
  • With a great marketing email and some email software, a struggling business can generate a fortune in sales…  and fast!
  • With a blog and the correct strategy, anyone can develop their own reader community. I reach thousands of people every day, many of whom are prospective clients, without spending a penny on advertising or promotion.
  • If you have a great business idea, you no longer need a bank loan. Thanks to Indiegogo, Kickstarter and others, you can use crowdfunding and get exactly what you need.

In spite of all that potential, many small business owners operate their businesses with a 1995 mindset. They lack agility. This places them at a huge disadvantage.

  • They try and find customers for their products, instead of finding products for their customers.
  • They still take just as long to make a decision, even though they can get the feedback they need in a fraction of the time. As a result, their agile competitors have already eaten their lunch.
  • They use social networks to follow the crowd, rather than lead their marketplace.
  • They have a website that’s almost an online brochure, when they should have a site that’s a lead-generating machine.
  • They waste money advertising, when they should be building their own platform.
  • They waste time, money and energy attending networking groups, like it’s still 1980, rather than build their own audience or community.

In short: No matter what industry you are in. No matter where you are. Your potential right now is as limitless or limited as you choose.

How to turn strangers into customers

marketing tips, marketing ideas, sales

Here’s an opportunity for you to gain a significant advantage over many, perhaps most, of your competitors. It’s about something I call attraction marketing.

I was prompted to write this after a business owner contacted me on Twitter. Within 5 minutes, he’d sent me several Direct Messages and then an email… each one asking me if I wanted to know about a business proposition.

The guy is a total stranger to me. All I know about him, is that he’s the kind of person who sends business proposals to strangers.

  • He could be a decent and honest man.
  • His business proposal could be genuinely valuable.
  • He may be scratching his head right now, wondering why no one is interested in his amazing idea.

The thing is, pestering people is extremely ineffective. It’s far more likely to damage his reputation, than it is to make anyone check out his business proposal.

More common than you may think

Whilst you may consider that guy’s approach to be a little extreme, many small business owners make the same kind of mistake with their marketing.

Here are a few common examples:

  • They pester us on social networks.
  • They fake interest in us at networking events, then hit us with a sales pitch.
  • They buy lists and send us spam marketing messages.
  • They add us to their newsletter list, without our consent.
  • They cold call us at work, when we’re busy.
  • They cold call us at home in the evenings, when we’re relaxing with family or friends.

Here’s the thing: Our prospective clients are programmed to ignore selfish requests, from people they don’t know. They actively avoid pests. Because of this, pests tend to get extremely poor results, which causes them to pester even more people, even harder.

If we, as legitimate business owners, adopt any of the pestering tactics used by those guys, we too will encounter the same resistance.

Thankfully, there’s zero need for you or me to pester anyone with our marketing.

Thankfully, we have a way to send people information they have asked us for, which is also commercially beneficial to us.

Thankfully, it’s not that difficult to do!

Smart entrepreneurs get it

The smartest entrepreneurs take a non pestering approach. It looks like this:

  • They focus on building relationships with people.
  • They strive to be useful.
  • They are all about bringing value.
  • They look for opportunities to earn [and re-earn] trust.

Once there’s a relationship in place and trust has been established, their messages will be welcomed. Their proposals will be taken seriously.

The marketing power of business blogging and newsletters

Business blogging is the most powerful tool I have ever known for small business owners. Newsletters come a very close second. Both are extremely powerful marketing tools. Each provide us with almost unlimited potential to reach targeted prospective clients or customers. They also allow us to earn the trust of our marketplace, as a recognised expert in our field. No pestering required!

Though you will need a strategy to make this work, the 130 feet view looks a little like this:

  • Produce useful information that’s targeted to the wants and needs of your ideal profile of client or customer.
  • Make sure there’s a short marketing message, like the one at the foot of this post, so interested people can get in touch with you when they need help.
  • Make your post or newsletter interesting and easy to read.
  • Do this regularly.
  • Soon, your first 5 readers will subscribe.
  • They will each get you 5 more.
  • This repeats over time.

Do it correctly and hundreds, thousands, maybe tens of thousands of people, will eagerly want to hear what you have to say.

By showing up regularly you have demonstrated your knowledge and eagerness to help. You have also demonstrated your reliability. These combine to help you earn the trust of your readers.

Here’s why this is so valuable to you and your business: Your readers are just like you. They hire [and buy from] people they know, value and trust.

Note: Read this. It will help: 25 Reasons to Write a Business Blog

Attraction marketing

Regardless of the marketing tools a small business owner chooses to use, one thing remains the same. Pestering people for what you want is extremely ineffective. When people push their message at us, we push back. We block or mute their social networking accounts. We delete their emails unread, as soon as we see the sender’s name. We hang up the phone, as soon as we hear them start their pitch. We avoid them at networking events.

So, focus on attracting clients or customers, rather than pestering or pursuing them. Build a reputation, a big reputation, for your expertise and the contribution you make to your marketplace.

Oh, and make it easy for prospective clients or customers to contact you… because after you create an attraction marketing strategy, that’s exactly what they will do.

Are you making any of these 5 serious marketing mistakes?

marketing tips, marketing ideas, sales

If you want to attract far more sales leads or client enquiries, here are 5 important areas to pay attention to. They are based on some extremely common marketing errors, which cost small business owners a fortune.

Here they are, in no particular order.

  1. Don’t promise a professional service, yet operate behind amateur looking branding. This creates a damaging mixed message, with the amateurism always drowning out the marketing message.
  2. Don’t claim to be passionate about your work, yet scream how excited you are that it’s Friday, all over your social networks. The massive majority of our prospective clients check us out, before calling or emailing us. If we’re that relieved to quit work, think of the message that sends out.
  3. Don’t claim to be reliable, yet seldom show up with new blog posts. [or have a news section on your website that hasn’t been updated in 6 months]. People judge us by what we do. So, if we claim to be reliable, yet leave a visible project neglected, it’s suggesting that we lack the professionalism to see things through.
  4. Don’t say your business is forward thinking, yet operate behind an outdated website. By allowing our business to be represented by an outdated website, we send 1 of the following 2 toxic messages to prospective clients. We either can’t afford a new website or we’re not professional enough to know how much it matters.
  5. Don’t promise a premium service, yet charge bargain basement fees. This is another example of a damaging mixed message. It immediately makes people think that something just isn’t right. We’ve been warned from childhood that if something seems too good to be true, it is. If our service is excellent, we need to show the value and then have the confidence to charge accordingly.

In business, everything counts

Even the things we think shouldn’t influence a prospective client or customer, will have either a positive or negative influence on them.

Maybe people shouldn’t form an immediate, negative impression of a business because their website looks shabby. Perhaps people should ignore the amateurish way a business is branded and still trust their promises of being dedicated professionals. However, the reality is that people are extremely influenced by what they see.

It pays us all to take an outside look at our business, from time to time. Does our overall image reflect well on the work we do, or create doubt in the mind of prospective clients / customers?

That’s not always an easy question for us to face. It is an important one, though.