For your marketing to work you must focus on a segment. Appealing to everybody means that you are appealing to nobody.
Often we complicate our language when trying to explain something. That is the wrong thing to do.
Your market won’t do the work to understand you. You have to do the work so that you are clear about the problem you solve.
Referrals are great. Someone else vouches for you, and by doing so, they create a bridge between your world and your prospects’ world in a way that few marketing techniques can.
There is only one problem: banking on referrals is a lousy strategy.
If your prospect is complete in every way they don’t need to buy anything.
You always need to understand how they are incomplete…
The best strategy will fail, no matter how good it is.
Unless you can communicate it.
When investors start grilling you after your pitch, realize you have already won. You are already at the next conversation; you just have to have really good answers to their questions.
Anytime you are cramming information into anything, whether a pitch, a presentation or a page, you are doing the wrong thing.
Attract clients by creating trust and relevance – do this from afar by telling a great story about them and their challenges… they will immediately like you.
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A story helps us engage our audience and appeal to our prospects. This is what a story is and why it is so powerful.
You have 8 seconds to engage your audience, to reduce bounce rate and engage your audience there is one thing you can do, and for steps to doing it.
Pepsi failed to create an engaging story and alienated people instead. Compare this to their most iconic commercials where they made the audience the hero by choosing Pepsi over Coke. You can avoid a Pepsi Moment by crafting a meaningful story.
Never was there a more mindless lack of strategy.
There is a much better way.
To define your business to business target market start by recognizing that you are not marketing to businesses. Companies don’t buy anything, people buy. So, your product or services solves a problem for somebody. Know what that problem is and market to that person. This thinking can be a shift for most people, but it is a powerful way to market your business and define your marketing target.
Writing in the second person is a powerful way to engage your audience, this is why.
The idea of the funnel has been around for as long as marketing has existed. It is the process by which prospects go from strangers to customers.
Why does marketing so often not work? The short answer is that marketing requires consistent action over time that is customer focused and structured to bring you sales. If you are missing the structure the customer focus or the consistency your marketing will be a waste of time and money. We’ve found seven key areas to focus on – get these right and your marketing will drive sales.
To sell yourself effectively you must recognize that your customers live in one world and you live in another. You show that you understand their challenges and inspire them to see the possibility in your world.
Why you should be a cognac diamond, not a brown one.
