- You can increase your fees by 200%, as long as you increase your value to the marketplace by 200%, first. Of course, the same is true of a 300% fee increase, etc.
- You’re never more than one idea away from a life-changing, breakthrough result.
- And you’re never more than one email away from your biggest order or best ever client enquiry.
- Whatever problem you’re facing right now, has already been overcome by countless other business owners. This means the answer you need is already out there.
- Business doesn’t need to be boring. Remember, you’re in control. You can choose to do work that truly inspires you.
- And because you’re in control, you don’t have to work for low quality clients, either.
- Thanks to social networks, you can listen to your marketplace and find out exactly what they want. This means you can develop a product or service, knowing in advance that the demand will be high. No more guessing. Wow!
- You’re living in the golden age of business. This is the era, which past generations dreamed of. For example, YouTube gives you a free, global TV channel. WordPress gives you a free, global publishing platform and Gmail gives you free, global message distribution.
- When you improve your strategy, you improve your results. And you can choose to improve your strategy any time you want to.
- Finally, you can get moving on anything listed above, right now, and start enjoying the results.
Someone recently asked me why her business needed a story. She thought it was, “a load of trendy nonsense”.
When I answered her question, she emailed me back to say it had changed her perception completely. She said it would improve her approach to marketing forever.
I decided to share my answer with you, and I hope you find it just as useful.
Why your brand needs a story
My answer begins with a quote from advertising legend, David Ogilvy.
“There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same”. “[…] The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit”.
That message isn’t new. It was written decades ago, as you can tell from the examples he uses. Yet it’s even more valid today.
Think about it: Apple’s iPhone is the best selling mobile phone in the world, despite being one of the most expensive. It doesn’t have the best display, the best camera, the best signal reception or the best battery life. But it does have the best story.
Emotions drive decisions
Your prospective clients or customers are motivated by emotions, far more than logic. The way they feel about your brand, is what will drive their decision to hire you, buy from you and recommend you. And it’s your story, which determines how they feel about you.
P.S. Read this, it will show you how your story can help you attract more word of mouth referrals.
I originally hoped to publish a post today. The challenge was, I couldn’t think of anything useful to share with you. And when I can’t think of something you’ll find useful, I leave it.
Then it hit me… that message, in itself, is pretty useful.
Allow me to explain: It’s useful to know that the only time you should publish a newsletter, podcast, video or blog post, etc., is when you have something useful for your audience.
Otherwise, it’s all about you
Which is fine if you’re a celebrity and people want to know all about you. But if you’re just a regular business person, like me, people want something they can use. An idea. A tip. A quick insight. Whatever.
So, before you hit publish, ask yourself: Is this likely to be useful or is it just adding to the noise? If you believe people will find it useful, publish.
Nothing we publish is going to be useful to everyone. But if we start off from the useful mindset, we’re less likely to write stuff just for the sake of it.
Have you noticed something about The Small Print we find in marketing messages and on packaging?
The small print is small for a very good reason. They don’t want us to read it!
That’s because it’s almost always negative. Usually a disclaimer, telling us that the offer or message isn’t quite as good as it sounds.
Flipping The Small Print
Here’s something I’d like you to consider.
How would you feel if you read the Small Print and instead of it containing a disclaimer, it gave you another great reason to make the purchase?
Well, it would certainly shatter your negative preconceptions. It would also be memorable for all the right reasons. It would help you trust the product or service provider. And this would make your buying decision far, far easier.
Your prospective clients
Now let’s think about your prospective clients or customers.
How do you think they would feel about your service, if your Small Print gave them that kind of powerful, trust-building message? Could it have the same, positive impact on how they feel about doing business with you?
BONUS: Here are 3 proven ways to quickly attract more clients.
What do the following have in common?
- The trailer for a movie, which is part of a franchise you really enjoy.
- A radio interview with a musician, whose music you’ve always loved, talking about their new album.
- A Facebook post from an author, whose books you collect, announcing their new title.
- A newsletter from a brand you like and trust, announcing an exciting new product.
The answer is that they are all examples of marketing you value. Marketing you wouldn’t want to miss. Marketing that doesn’t even feel like marketing.
How to create unmissable marketing
So, what was it that made those marketing examples unmissable?
- You gave permission for the marketing message to reach you. You tuned into the TV station or radio channel. You liked them on Facebook. You subscribed to their newsletter.
- The product being marketed (movie, album or book etc.), is something you’re interested in.
Without your permission, the marketer is being a pest. No one wants to be pestered with unsolicited emails, off-target advertising or unrequested social networking messages.
Without your interest, the “offer” is just another annoying, time-wasting, badly targeted sales pitch.
How to make your marketing unmissable
Firstly, make sure you only market to people who want what you’re offering.
Secondly, earn their permission. How? Here’s a strategy that works:
- Think about the brands you have given permission to contact you.
- Write them down.
- Next, ask yourself why you did it. Why did you subscribe to their YouTube channel, their newsletter or their blog? Why did you like them on Facebook or connect with them on Linkedin? Why did you ask them to send you their catalogue or email you their updates?
- Finally, see what you can learn from their strategy, which you can adapt, to earn the permission of your prospective customers.
It takes more effort to create unmissable marketing. However, it can massively improve your results.
Tip — Read this, it will really help your marketing stand out; “The Number 1 Thing You Must Know For Your Business To Succeed“.
In business, great ideas are not anointed. They flop or fly based on feedback from your marketplace.
Sure, you can do a thought experiment. You can sketch an idea out and estimate what the possible outcomes might be.
The thing is, the only way to really know if that idea of yours will fly, is to try it. To put your idea in play.
Yes, do the research. Be sure to do the planning, too. But then you need to get moving. You need to take action and shift your idea from concept to reality.
Taking action requires courage, because once your idea is in play, it has the potential to flop. However, taking action is the only way to give your idea wings. And the best idea in the world can’t fly, without wings.