Jim's Marketing Blog

Marketing tips and ideas to help you grow your business

Why email marketing doesn’t work in 2023

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email marketing doesn't work, email marketing does not work, why doesn't, newsletter marketing

A reader shared an interesting observation with me.

She told me she had “found out the hard way that email marketing doesn’t work“.

She asked me for my thoughts on why email is so ineffective. I said I’d share them here, as I’m sure some of you will find it useful.

Email marketing works

Email marketing works. In fact, email marketing works extremely well.

Just ask any business owner who’s using it correctly. Whether it’s used for newsletters or promotions, the return on investment is off the charts.

Email marketing also works more predictably than just about any other form of marketing. And the tiny financial investment required for email marketing makes it the most cost effective form of marketing out there.

why doesn't email marketing work, email marketing doesn't work, newsletter, email campaign

Email marketing doesn’t work when…

What doesn’t work is ineffective email marketing. Just ask anyone who’s doing it incorrectly. Here’s the thing: ineffective email marketing can’t work.

Here are just a few, very common examples of how small business owners get email marketing wrong.

  • A poorly written email won’t work. It will fail to motivate the reader to take action; to call you, email you, visit your website, make a purchase from you, whatever.
  • A professionally written email, sent to the wrong people, won’t work. It will fail to reach those with a want or need for your services.
  • A well written email, sent to the right people, with a dull subject line, won’t work. That’s because no one will open it. The subject line has to be compelling or no matter what your message is, it will literally be ignored.
  • A well written email, sent to the right people, with a compelling subject line, offering a generic product or service, won’t work. No one wants to switch to a service that’s no better then their current service.
  • A well written email, sent to the right people, with a compelling subject line, but sent on the wrong day of the week, won’t work. At least, it won’t be anything like as effective as it would be, if you research the best time of day and best day of the week, to send it.
  • Oh, and if you send your emails frequently, or not frequently enough… that’s right, your email marketing won’t work.

You get the idea.

In short, before you reject any form of marketing as ineffective, make sure you’re using it correctly.

So, instead of telling yourself that email marketing doesn’t work, ask yourself why YOUR email marketing doesn’t work. Otherwise, you’ll needlessly miss out on one of the most powerful forms of marketing on the planet!

Going narrow and deep

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going narrow and deep, marketing, social media

If you find it hard, time-consuming or confusing, to be present on lots of different social media platforms, relax. You don’t need to! Today I’m going to show you a far better alternative. It’s based on the approach I use. I call it going narrow and deep. So, here’s how it works, and how you can benefit mightily from it.

This blog is in its 14th year. And I’ve been publishing a newsletter since the 1990’s! When I mention this to people they often ask how I have managed to update my blog and publish a newsletter, very regularly, for so long.

I really don’t do much

Sadly, I don’t have some kind of productivity super power. It’s a lot less impressive than that.

You see, my ‘secret’ is all about how little I do.

  • I don’t have a Linkedin account.
  • I don’t have a Youtube channel.
  • I don’t have a podcast.
  • I don’t have a Facebook Page
  • I don’t have a Facebook Group.
  • I don’t have a TikTok account
  • I don’t write books.
  • I don’t give many interviews.
  • I don’t have a business account on Instagram or Snapchat, either.

Lots of business owners do most of the things on that list. And I bet they produce at least as much information across those platforms as I produce for my blog / newsletter.

The difference is in what we choose to do with the content we produce.

They go wide. I go narrow

Let me flesh that out a little.

Having been involved in social media marketing since its inception, I’ve seen how easy it is to lose your account, and audience, on any platform you don’t own. And if a platform ceases to be popular, you can also lose your audience, or most of it, when they move to the next new, shiny thing.

Plus, it’s extremely hard to create a significant marketing impact, or foster deep engagement across multiple platforms. So, you end up with a wide spread of shallow encounters. That’s why I chose to go narrow and deep.

  • I own my blog.
  • I choose where it’s hosted.
  • And I can use any commercial email provider to mail my newsletter to subscribers.

The benefits of building your own platform are many and varied.

The best-known benefit of going narrow and deep

Maybe the best-known benefit is that you’re building your very own publishing business, which grows in value literally every day.

For example. Jim’s Marketing Blog has thousands of pages of marketing and business development information and a 14 year pedigree. It has built trust and a deep connection with thousands of people worldwide who read it regularly.

So today.

If I wanted to.

  • I could form partnerships with online training providers, promoting their courses here, for a commission on each place sold.
  • I could create a dedicated store here, providing products that appeal to my reader demographic.
  • I could cash-in. The last offer I received for Jim’s Marketing Blog was huge.

There are multiple revenue generating opportunities open to me, because I built everything here. Combined, they would easily create a significant enough income to become a stand-alone business. Imagine if I’d spread my ideas and work across social media platforms / social networks. None of the opportunities I just mentioned would exist.

So, consider the commercial value of creating your own platform. Your own publishing business. And I mean, seriously consider it. Because it could be worth a fortune to you.

The least-known benefit of going narrow and deep

I think the most overlooked benefit, is the incredible focus, clarity and freedom it gives you.

With the multi-platform approach, different types of ‘content’ work better on one platform and less well on another. All of a sudden, you need to add lots of tasks to your daily workload. So, you’re no longer ‘just’ running your business. You need to find time to be a photographer, broadcaster, video producer, audio creator, short-form writer and networker. Plus, there’s the time required to monitor all those different places every day for replies or responses.

You also need to be careful how often you publish. Most platforms will make your content less visible to your audience, if you publish what they deem to be too often. Facebook, Linkedin and Instagram are notorious for this. Blogs do the opposite, because fresh content is rewarded by search engines. It’s a sign that your blog is being supplied with new and updated material. A sign that your blog is worth recommending to those searching for up-to-date information.

With your own platform, you publish when you have something useful or interesting to share. That’s it. It’s extremely liberating.

In short, I probably don’t produce content more often than you or anyone else involved in marketing their business. I certainly spend a lot less time creating it.

I just put it in the same place and let it build steadily over time. Eventually, all those little molehills become a mountain.

Content marketing topics to grab your prospect’s attention

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content marketing topics

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.

Their needs and your products or services

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

People have an inbuilt need to feel connected: Share ideas to help your prospects connect 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.

We also share a common need for a sense of belonging: Share ideas to help your prospects feel like an integral part of your business. I do this with my newsletter. From day one, I focused on building a reader community of prospective clients. And every day, readers contact me with questions, ideas, updates and concerns… knowing they will always receive a reply from me.

Everyone is trying to succeed at something: Share ideas to help your prospects achieve their targets, goals or dreams. Obviously, as with pretty-much every topic here, if you offer a specific product or service that can help them in this area, incorporate that into the content.

We all need to feel safe and secure: Share ideas to help your prospects reduce risk or feel safer.

Everyone wants to avoid wasting time: Share ideas to help your prospects maximize their time, or help them complete certain tasks faster, etc. I’m not a time management expert, but I’ve shared tons of ideas in this area, based on decades of running a successful business, without working crazy hours. The response is always excellent. So don’t be put off sharing from your experience.

People want to improve and expand their knowledge: Share your industry knowledge, sure. But ALSO share your experience with them. For example, if you’re an accountant, don’t just focus on tax, profit and loss or the latest business news. They can get that anywhere. Tell them the common factors you’ve identified in successful businesses. And the ones you’ve identified in those that flounder or fail. Your experience is extremely valuable.

We also want to avoid unnecessary stress, especially now: Share ideas to help your prospects feel more relaxed and assured. If there’s a specific product or service you offer, which can assist them with this, incorporate that into the message or idea.

Aim for unmissable

Are any of those topics missing from your content marketing? If they are, look for ways to incorporate them. Because this kind of useful, relevant information is the cornerstone of successful marketing. You’ll know you have the balance right, when your content marketing is SO USEFUL that people would miss it if you stopped.

The day I started to look middle-aged

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Jim Connolly

I’m 57 years old in a few weeks. And it’s prompted me to share a really useful marketing idea with you, which is directly connected to the day I started to look middle-aged.

I know. It sounds weird, but I promise you it isn’t.

Well, it’s not TOO weird.

It’s all about the marketing importance of your branding. Specifically today, I’m thinking about the visual impact your current branding has on your sales results.

But I need to start with my face. (That’s a sentence I never, ever thought I would write).

From fresh-faced to middle-aged

I honestly have no idea what day it was, when I went from looking like a fresh-faced young man, to middle-aged. If you’re old enough to have become middle-aged, I bet you’d answer exactly the same. That’s because the way we look changes very gradually, over time.

Hold that thought.

I believe this same gradual process also explains why so many great small businesses have out-dated / ineffective branding. And as a direct result, create a bad first impression and lose out on the clients (or customers) their business needs.

Take a look at almost any small business that’s been trading for more than 5 or 10 years and their branding is usually extremely poor. In many cases, it didn’t start that way. Here’s what happened.

When their current branding was launched, it looked fresh and compelling. It had the type of design that would impress any prospective client. Then, a bit like my face, their branding slowly started to age; along with their website, social media profile, newsletters and everywhere else their branding is seen. It happened so slowly, that they haven’t even noticed.

That’s my theory. And I think it’s a pretty darn nifty theory too. After all, no business owner knowingly turns clients away every day.

Does branding REALLY matter, Jim?

Yep. It does.

Seriously, it’s actually really important no matter what size your business is.

And here’s why.

I’m going to use a common example of the power of branding, which you’ll be able to identify with. I want you to think about the visual branding you see when you visit a website for the first time. Experts say (depending on which ones you listen to) that when you visit at a website, it takes less than a second for you to form your first impressions.

You get the almost instant impact of the overall look; the logo, colours / colors, fonts, tones, graphics, photography, typography – – and all the visual branding components on the site.

And you very quickly build your first impression.

They look competent.

They look clueless.

They look relevant.

They look out-of-date.

They look interesting.

They look dull.

They look dynamic.

They look lethargic.

They look professional.

They look amateurish.

They look sizeable.

They look small.

They look successful.

They look strapped.

They look expensive.

They look cheap.

And all this happens before you really know anything about them. Yet it powerfully changes the way you feel about them in all the ways I just mentioned, and a hundred other ways. Remember: People buy based on feelings, NOT logic. That’s how important good branding is.

Of course, first impressions are not always accurate. But first impressions always count.

Here’s why: Many lousy businesses have great looking branding that inspires confidence and attracts clients. Conversely, many great businesses have ineffective branding that creates doubt and turns clients away.

An excellent business that creates a bad first impression will 100% definitely be losing sales and clients. Especially from those who are looking for a good, quality service. Prospective clients looking for something ‘cheap’ will think they’ve found it, when they see what looks like a struggling small business.

If you’re not attracting enough sales or leads. If you’re attracting enquiries from people with small budgets. If your social marketing efforts are not getting the results you want. It could be time to invest in your branding.

Viral marketing: Here’s what you need to know

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Viral marketing, going viral, remarkable

Viral marketing is something I get asked about a lot. It’s actually pretty easy to understand.

Every piece of viral marketing consists of 2 things.

  1. It goes to someone. (They received it).
  2. Then it goes through them. (They share it with one or more people).

For both of those steps to happen, a marketing message needs to be easy to share and remarkable in some way.

Allow me to explain.

Viral marketing is easy to share

As I mentioned previously, the Kentucky Fried Chicken strapline is an excellent example of an easy to share message. It’s just 3 words long. Finger lickin’ good. That’s easy to remember and share.

The marketing message from Apple is even easier to share. When someone is using one of their products in public, there’s a highly visible Apple logo pointing at everyone who can see them. Until recently, the Apple logo on MacBook Pro and MacBook Air models was illuminated on the lid. Today, those logos are highly polished mirrors. Both work extremely well.

Viral marketing is remarkable

What makes viral marketing viral, is that it doesn’t spread from the vendor to the marketplace. It spreads from person to person.

This means viral marketing not only reaches a lot of people, but unlike advertising, the people sharing the message are those we know and trust. That makes is far more powerful.

Here’s an example I mentioned a while ago. Jennie knows I take lots of notes. So, when she discovered a note-taking app that blew her away, she emailed me with a link so I could see it. Within 10 minutes, I’d bought it too. Jennie’s remarkable experience provided her with the motivation to share what she’d found with her huge circle of friends. I’ve now shared it tons of times, too. Plus, I blogged about it.

Then there’s my friend and former client, Greg. When Greg recommends my services to his friends and contacts, he tells them; “Jim doubled our turnover in 5 months”.

Greg’s experience of my results is what motivates him to tell people. And his message is just 7 words long, meaning it’s also easy to share.

What about you?

If you want to attract massively more word of mouth referrals or go full-on viral, your message needs to do the same. To go to people and then through people.

Take some time to review how clear, easy to share and memorable your marketing message is. Then look for ways to improve it as much as you can. The more remarkable it is, the more widely it spreads. If you don’t already have one, create one. The fewer words the better. Greg’s is 7 words long. KFC did it in just 3 words.

This is not an easy project. So if you can hire expert help, I recommend you do. Either way, it makes no sense to ignore the most powerful form of marketing on the planet.

Using an asterisk can ruin your sales results

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asterisk, small print, marketing copywriting, copy writing

You’re reading about a product or service.

It sounds amazing.

Then you spot it!

You spot the dreaded *asterisk. And your heart sinks.

You know you’re about to be disappointed. You’re about to discover the exclusions, restrictions and conditions, which means that offer isn’t as good as they said it was.

They could have told you the truth without hiding it behind the asterisk. However, they deliberately chose not to. They intentionally concealed it from you. And in a split second, they’ve totally changed how you feel about them.

You wonder what else they’re hiding from you.

Your guard is up.

You’ve switched from eager buyer to sceptic.

Eliminate the asterisk risk

If a business owner feels they need to hide something behind an asterisk, there are always better alternatives.

The most effective alternative, is to make the product or service as good as you said. This eliminates the need for an asterisk. Plus, it simultaneously pumps more value into your offering, making it more attractive and giving you a huge competitive advantage.

Another powerful alternative is to state, in honest and clear language, exactly what you’re offering. And include whatever would have been behind the asterisk, out in the open.

For example.

Imagine it’s an introductory deal, offering your service at a reduced price for the first 3 months. Rather than quote the introductory price (and hide the fact it increases after 3 months, behind an asterisk), tell them up front. Let people know that you’re so confident they’ll love your service, you’re offering it at a super-low discount, so they can discover for themselves, why it’s outstanding value at the regular price.

Everyone has a social media megaphone

Social networks give your prospects a powerful voice. That voice can either be used to tell everyone how great you are, or how disappointed they are. Thankfully, you get to choose the kind of experience that’s being shared.

That’s why the smartest brands aim for honesty and transparency at every opportunity. It’s also why they refuse to hide the truth behind an asterisk.