Jim's Marketing Blog

Marketing tips and ideas to help you grow your business

How to add credibility to your marketing and why it’s now essential

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marketing credibility, sales trust

Photo: Shutterstock.

Have you ever looked at the marketing promises made by your competitors?

  • Your most unreliable competitors will promise to deliver on time, every time.
  • Your lowest quality competitors will promise premium quality at low prices.
  • Your least competent competitors will promise a highly professional service.
  • And they’ll all have testimonials. Testimonials that are often the opposite of what a real client or customer will experience from them.

It makes sense.

It’s horrible, but it makes sense.

After all, they’re hardly likely to admit that working with them or buying from them is a total nightmare. You see, the mindset that says it’s okay to produce low quality work and charge over the odds for it, has no problem being dishonest in other areas of their business.

What does this have to do with you?

Your prospective clients or customers have been lied to before. So, the claims you legitimately make in your marketing will only be treated seriously, if you back them up.

Here are a couple of ideas, to help the truth of your marketing stand out.

Adding credibility to your marketing

One way to add credibility, is to link from your website to external (preferably independent) sources. For example, link from your website to external reviews or positive press / media coverage on news sites. (Here’s how I do it). Similarly, if you’ve been accredited by a respected organisation, link to the page on their website, where you’re mentioned.

Another way to add credibility, is to show up regularly with useful information, via a blog, vlog, podcast or on social networks. By providing genuinely useful, informed advice, you demonstrate your knowledge. You also have an opportunity to show your personality. By demonstrating your knowledge and allowing your marketplace to get to know you, you create a potent marketing mix, which helps build trust.

In short, be aware that today’s marketplace is highly sceptical of unsubstantiated marketing promises. And use as many credibility assets as possible.

Marketing 101: Step away from the noise

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marketing, noise

Thanks to social media, talk is cheaper than ever before.

The world has a megaphone. Everyone can now tell everybody about everything.

Here’s the thing: As the noise from this chatter has increased, we’ve become better and better at ignoring it. Yes, technology let’s us filter the notifications and reduce the noise somewhat. But we ourselves are paying less attention to the chatter. It tends to wash over us.

And that’s really, really important for business owners to know.

Why?

Because now that talk is cheaper than ever, our actions have spectacularly more impact.

  • People don’t notice the noise.
  • They notice the difference we make. And this is especially true, when we make a positive difference to them or something they care about; their business for example.

In short, to earn the attention and trust of our prospective clients, we need to look for ways to demonstrate the value we bring, which they’ll find useful. If it’s useful (to them) it isn’t noise. So, they pay attention.

For example

Rather than having a ton of social media accounts and filling them with noise (automated retweets, funny images and GIF’s, sharing famous quotes, etc), go for quality. Make a difference.

The message you’re reading right now is an example of what I mean. By taking a little time this morning, I’ve produced this information, which I believe some of you will find useful.

  • I do almost nothing on Facebook.
  • I don’t even have a Linkedin account.
  • I share ideas, like this one, and I use Twitter.

That’s it.

And every day, amazing prospective clients reach out to me.

Here’s the thing.

It’s increasingly hard to get noticed on social networks. Millions of business owners, marketing people and agencies are using the same, so-called tricks and tactics. And in doing so, they become camouflaged by the millions of others, who are doing the same thing.

We need to step away from the noise, my friend.

If you find you’re not getting the results you and your business need, focus on making a difference. Find something you can do, which will have a positive impact (be useful) to your prospective clients.

It’s less time consuming than adding to the noise, and massively more effective.

Marketing in a hurry?

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marketing, plan work, work plan

I shared the following idea with a group of very smart entrepreneurs. They found it extremely useful, so now I’m sharing it with you.

It’s simply this:

“Marketing isn’t something you do in a hurry, when business is sluggish. It’s an ongoing part of running a successful business”.

Successful business owners already understand this

As a result, there is a growing awareness of them in their marketplace. And because successful businesses use content marketing, their prospective clients (or customers) will regularly receive useful information from them. This useful information not only informs their prospective clients, it helps build trust.

Awareness and trust are essential. And ongoing, content marketing achieves both. Here’s how it works.

The rest market sporadically

Usually, when business is sluggish. So they take their need for sales to the marketplace, via special offers or out-of-the-blue advertising.

Because they fail to market on an ongoing basis, their prospective clients have no real awareness of them. And no awareness means no trust. So, even if the prospective client has a requirement, the marketing fails.

It has to fail. That’s because people buy from providers they trust. And a competing provider, whose marketing they regularly receive and whose brand they know, already has the prospective client’s awareness and trust.

In short, make content marketing an ongoing part of your business. Not something you do when times are tough. Get it right and you’ll find you never have to market from a position of need.

That’s worth considering, with a potential recession on the horizon.

How to get the best free marketing advice

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free marketing, free advice

There’s a lot of free marketing advice available online. Some is good. Sadly, most is ineffective. Today, I want to help you identify the best marketing advice and show you how to avoid the worst.

A new client with a familiar problem

I was prompted to write this, after my initial session with a new client. I went through some questions with her, as I do with all my new clients. I quickly noticed that she was making a number of serious marketing mistakes. During our session, I asked her where she got those marketing ideas from and she named around half a dozen marketing sites.

I soon figured out what had happened.

Today, I want to help you avoid making the same, expensive mistake. I need to start by drawing your attention to 2 types of marketing blogger.

1. The marketing blogger, who doesn’t have a business

Many marketing blogs are written by people who are career employees, paid to produce lots of content. Others are employees, who were previously entrepreneurs, but they failed to build their own business and are now paid to produce “content” for their employers.

Think about that for a moment: On sites like these, you’re taking marketing advice from someone, who has either never marketed their own business or whose own business failed.

2. Guest bloggers on popular marketing blogs

The vast majority of top marketing blogs rely very heavily on unpaid, guest bloggers. Guest bloggers are people who write for free, in return for access to a popular blog’s readership.

None of the guest bloggers I checked on the sites my client mentioned, had the assets you’d expect from a competent marketer. In other words, they were unable to market their own brand.

Think about that for a moment: Their readers are taking marketing advice from bloggers, who feel forced to work for free. Bloggers who still haven’t figured out how to grow their own valuable readership, community or tribe. Bloggers who still have no idea how to market their own brand, other than by guest blogging. Taking advice from them lost my new client a fortune.

Check the source

No, not every employee / guest blogger who writes about marketing is clueless. Some will be knowledgeable. At least a little.

My point is simply this: Always check the credentials of those offering free marketing advice, before you act on what they tell you.

They should have an about page on their site, (like this one). See if they’ve achieved what you need to achieve. See if they have a proven track record at the highest level. If not, then find a better source.

Well-written and sincere

Lots of bloggers write extremely well and make a compelling point, when what they’re telling you is incorrect or ineffective. They may be sincere, but it’s possible to be sincerely wrong.

I estimate my new client has lost at least 5 years worth of business growth. And probably missed out on hundreds of thousands of dollars in revenues. All because she followed the same, ineffective marketing advice as thousands of other small business owners.

Don’t let it happen to you.

Before you invest your time or money on marketing, check the source.

Always, always check the source.

You’re not a salesperson. So, stop trying to sell. Seriously!

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attract clients, attract sales, marketing

I’m going to share a powerful marketing idea with you today. It’s all about how to attract high quality prospective clients (or customers). With no selling required.

These leads will come from people who already know you, who already value your work AND who really want to work with you.

Let’s go.

I need to start by asking you a question: How much valuable, free information have you given to your prospective clients this year?

I’m specifically referring to things like newsletter articles, blog posts, videos, podcasts etc., which offer useful, valuable information (rather than thinly-disguised sales pitches).

No selling required. None. Nada!

If you want an endless stream of high quality clients or customers, you need to be front of mind when they have a requirement. You need them to be thinking about you. This means you need to regularly give them something, which they will value. Something useful. Something that makes them interested in what you have to say.

Most small business owners waste their time, trying to get their marketplace excited, using sales messages and special offers. They haven’t figured out yet, that they need to develop a relationship with their marketplace, if they want to attract the best enquiries.

Notice I said attract enquiries?

That’s right.

When you stop selling and start helping, your prospective clients come to you.

Engage and inform: Don’t just sell

The secret to attracting high quality inbound sales leads, is to focus on engaging your marketplace. Educate them. Inform them. Inspire them. Help with their problems. In short, become a valuable resource.

By engaging in this way, you’ll quickly begin to build relationships and credibility with the people who pay for the exact kind of service you offer. And if you tailor the information you provide, so that it’s directly relevant to your IDEAL prospective clients, that’s who you’ll attract enquiries from. (Note the word attract again?)

Through the distribution of valuable, free information, you position yourself as an authority in your field. You also build a relationship with your prospective clients, where they naturally think of you as the source of the help they need. This makes you a safe pair of hands.

It also makes hiring you or buying from you way less risky when they need a new provider.

Make no mistake, if you embrace this marketing idea and do it correctly, the results can be breathtaking. And with no selling required.

Substance over style: The big mistake that costs businesses a fortune

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style over substance, marketing style

The following statement will sound counter-intuitive. That’s because you’ve been lied to for years. Okay. Here goes.

In marketing, there’s a case for style over substance.

It’s a strong case, too.

Just think about this for a moment:

  • The top political commentators get paid a ton of money, to deliver their take on the news for major networks.
  • The also-ran commentators get paid peanuts, to deliver their take on the news, for small, local networks.

Here’s the thing. In both cases, the news (substance) they comment on is the same. Here’s why one of them is earning 10 times or 50 times more than the other. It’s their style. The style with which they work.

For example:

  • Their courage, when choosing to take (or avoid) a controversial stance.
  • Their vocabulary.
  • Their energy.
  • Their ability to communicate with confidence.
  • Their effectiveness when injecting their personality (style) into their work, so that it’s truly theirs.

Here’s my point. When it comes to business, the substance should be there by default. Every qualified consultant, coach, lawyer, whatever… knows what their service (substance) is and how it works. It’s their style that makes all the difference. It’s their style that sets them apart from the crowd.

Style over substance in marketing

The newsletters, blogs, vlogs, podcasts, Facebook groups, Medium publishers, etc., that people take notice of, all have their own style. The same is true of the most successful email marketing, advertising, marketing campaigns and copywriting.

And the ones that fail to grow, fail to get noticed, fail to make an impact… well… they don’t.

Instead, they follow the cookie-cutter approach to marketing. They bought into the lie. The lie that says, “Just do things this way and it works. Follow the steps. 1-2-3”.

That’s bullshit.

It doesn’t work. In fact, it can’t possibly work. Because your style can’t be found in a book.

You can certainly learn substance that way. However, your style, the very thing that gets you noticed, by default, can’t possibly be learned from a marketing seminar, a course, a book or any other generalized form of information.

Why?

Because your style is all about you.

Where are you right now?

Okay, I already know that you totally understand your subject. So the substance is there. It’s taken care of. That’s covered. You’re good.

But what about the style?

When it comes to your marketing, when it comes to the story behind your service, are you telling it from your perspective? Are you sharing the substance of your knowledge, using your voice, your stories and your experiences? Because it’s your style that people connect with.

  • It’s your style that sets you apart.
  • It’s your style that causes people to return for more.
  • It’s your style that makes you approachable.
  • It’s your style that gives you a voice.
  • It’s your style that inspires people to share your message.
  • It’s your style that gives value to your substance.
  • It’s your style that motivates people to hire you or buy from you, rather than a cheaper alternative.

And none of that can be robotized. Or automated. Because it’s you. It’s your authentic experience. It’s your greatest marketing asset. In fact, with so many competitors out there, with so many people trying to get the attention of your prospective clients, your style is the most powerful tool in your arsenal.

So, give your style the oxygen it needs.