Jim's Marketing Blog

Marketing tips and ideas to help you grow your business

The business experts you absolutely must avoid in 2021

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marketing blogs

In life there are certain people who you absolutely need to avoid. The same is true in business.

Some are easy to spot

  • The web designer whose website is a piece of crap.
  • The marketing expert, who embarrassingly needs to pester people on Linkedin because their own marketing doesn’t work.
  • The consultant or adviser who claims to be in high demand, yet offers free consultations.
  • The self-proclaimed leadership guru, who clearly isn’t leading.
  • The copywriter whose content is poorly-written and lacks impact.
  • The creativity expert who’s just like all the other creativity experts. (Think about that for a moment).

Others are trickier to spot

  • The marketing consultant, who used tricks to attract a million social media followers.
  • The accountant who understands numbers, but can’t clearly explain what they mean to their client’s business.
  • The strategist whose own strategy is failing.
  • The business development adviser who has never built a successful business of their own.

Protect your business from bad advice

The personal recommendation of a trusted friend is usually the least risky way to find an expert provider. Just make sure the friend has recent, first-hand experience of the quality of the provider’s work.

Another option is to hire someone whose work you’re already familiar with. For example, if you subscribe to a provider’s podcast, YouTube channel, blog or newsletter and they regularly share useful information, they’re giving you some powerful clues.

  • The fact they have turned up consistently, demonstrates a degree of reliability. This is especially the case if they have many years worth of material available.
  • You get to experience first hand, how knowledgeable they are from the quality of information they provide.
  • In addition, you’ll know in advance if they share information with the clarity you need.
  • You also gain an insight into their personality and mindset, which can help you determine if they’re the kind of person you work best with.

With an attractive looking website and some testimonials, anyone can claim to be an expert at anything. And that’s why you need to look deeper.

The cost of taking bad advice is far, far higher than the person’s fee. And the importance of getting the right advice has never been greater, if you want to successfully navigate your way through 2021.

Content Marketing: Use short sentences. Here’s why

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Content marketing, content tips

Here’s a quick copywriting tip, to help you improve your marketing results.

Your prospective clients prefer to read short sentences. This is especially true when explaining detailed information. For example, how your service works.

I’m not suggesting you use fewer words than required. Far from it! Use as many words per sentence as you need. Don’t remove a single, necessary word. Just don’t use more words than you need.

Why is that Jim? Because from a marketing perspective, long sentences lack impact and clarity. Those are essential components of effective marketing.

Tip: One way to shorten content, without losing anything important, is to remove extraneous words. Look at the 2 examples below.

  • People should exercise on a regular basis.
  • People should exercise regularly.
  • We have no news at this point in time.
  • We have no news currently.

A whole story in just 6 words!

It’s amazing what can be achieved using fewer words. Ernest Hemingway once wrote a story in just 6 words. It’s a powerful story, too.

“For sale. Baby shoes. Never worn”.

Inspired by Hemingway’s brevity, look for opportunities to keep your sentences as short as required. Aim for clarity. Remove the fluff. And keep sentences confined to one thought.

It’s not as simple as it sounds. But your prospective clients (and your business), will appreciate the additional effort.

Content marketing: 7 Topics that will grab the attention of your marketplace

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Content marketing, content tips

I write a lot about the importance of being useful with your marketing. A number of you have asked me if I can give you some specific examples, which you can apply to your content marketing.

And that’s exactly what I’ve done in this post. Each example is almost universal and represents something, which your clients and prospects are attracted to or extremely attracted to.

Start off by thinking about the services you provide or your product range. Then, consider the following themes and how you can incorporate them into your content marketing messages.

Each theme ends with a question to help you focus on how it applies to your business.

  1. People have an inbuilt need to feel connected: What are you doing, to connect them with useful contacts? The Wall Street Journal wrote about how I achieved this for one of my clients – 4 Marketing Strategies That Paid Off For Small Companies
  2. Everyone is trying to succeed at something: What are you doing, to help people achieve their targets, goals or dreams?
  3. We all need security: What are you doing, to help people reduce risk or feel secure and safe?
  4. We also share a common need for a sense of belonging: What are you doing, to create a community?
  5. Everyone wants to avoid wasting time: What are you doing, to help people maximize their time, or help them complete certain tasks, faster?
  6. People want to improve and expand their knowledge: What are you doing, to share useful information with them? This is the cornerstone of successful content marketing.
  7. Everyone wants to avoid unnecessary stress, especially now: What are you doing, to help people feel more relaxed and assured?

Are any of those themes missing from your content marketing? If they are, look for ways to incorporate them.

You’ll be very glad you did.

This 3 letter word can destroy your sales results

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marketing tips

When it comes to creating a powerful marketing message and attracting new customers, ‘new‘ is overrated. It can also destroy your marketing results.

There are 3 core reasons for this.

  1. The newest product or service is always a riskier bet. At best, it’s a bigger gamble than the trusted incumbent. At worst, the customer feels like a paying guinea pig.
  2. The newest product or service is seldom the best. It lacks the improvements that come from years of feedback. It lacks the robustness that comes from stress-testing.
  3. New doesn’t last for long. This makes it a short-term marketing message. Anything that’s new is only new for now.

A dozen better alternatives

Instead of relying on new, offer your marketplace something more compelling. More motivating. More attractive. For example, instead of offering them a new way to do something, offer them:

  1. A faster way.
  2. A more enjoyable way.
  3. A greener way.
  4. A proven way.
  5. A stylish way.
  6. An original way.
  7. A premium quality way.
  8. An ethical way.
  9. An exciting way.
  10. A safer way.
  11. A more reliable way.
  12. A cost effective way.

In short, be extremely careful about how and where you use the word new, as you put your 2021 marketing strategy together.

Marketing 101: Never sell to a stranger again

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marketing close

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 sales pitch 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 needy message. 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 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 articles (like this), 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.

A comfortable way to attract new customers

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marketing approachable

How easy is it, for your prospective clients or customers to get in touch with you?

I’m not talking about how visible your phone number, email address or contact form are. I’m referring to something that is just as important and yet seldom written about: How approachable you seem to be, to a prospective client or customer.

For example.

  • When a prospect is reading your newsletter, how approachable do you sound to them? The best newsletters are written, so that the author comes across as friendly and informed. The worst are written by people who come across as lacking in personality or distant.
  • When a prospect reads your comments on social media, how approachable do you sound to them? Some business owners can appear patronising or sarcastic when people dialogue with them or ask questions. This is a really, really bad move, if you want prospective clients to feel comfortable contacting you.
  • When a prospect reads the about page on your website, how approachable do you sound? Many small business owners write their about page in the 3rd person, rather than speak directly to their reader. Instead of saying; ‘Hi, thanks for stopping by. My name is Bob and…’ they start with ‘Bob has worked in web design since 2002…’

Why does this matter to you?

All things being equal, we much prefer to do business with the vendors we like. We also tend to remain loyal to them and recommend them to our friends and contacts.

By building the human touch into the very foundations of your business, including your marketing, you start to nurture a positive relationship with your prospects. You help them form warm feelings toward you, long before you ever speak with them.

This combines to help them feel massively more comfortable contacting you, hiring you or buying from you.