The good news is that there are some rules that don’t change. Ever.
In this episode of 5 Business Rules, Monika Jansen and I will walk you through five marketing principles to guide your marketing strategy. Spend 5 minutes watching the video or read on for the tips.
Before you start tossing out information on how you can help someone, take the time to listen.
Listen for a need. Listen for a question. It’s amazing what people will tell you if you give them the opportunity to speak. Let someone tell you about their needs.
Once you hear what they are looking for, you’re better able to craft your pitch to demonstrate how your products or services can solve their problems.
Bonus: even if they don’t express a specific business need, you might find a personal connection to bond over.
For example, I grew up riding horses, and when I come across another horse-person, sharing that creates an immediate bond. It may not mean an immediate sale, but down the road when a need pops up, they are more likely to give you a chance to fill that need.
Before you start tossing out information on how you can help someone, take the time to listen. It’s amazing what people will tell you if you give them the opportunity to speak.
#2 Keep it simple
Have you ever gotten on a roll talking about your business, and then noticed someone’s eyes are glazing over?
Logically, it might seem like the more info you give someone, the better they’ll understand things.
In truth, we have the attention span of goldfish, so when you overload someone with information, they tune out.
People understand and remember simple, straightforward messages. So never forget the KISS principle
#3 Be client-centric
Small businesses and consultants often feel a need to prove their worth by placing their credentials at the forefront of their marketing efforts. The cold, hard truth is that a consumer doesn’t actually care. Your degree from Harvard might be very impressive, but how does that actually impact them?
That’s not to say that your experience has no value, and in truth your credentials can often help sway a prospect if they are deciding between multiple vendors.
However, that comes later.
The first step is getting a customer to understand what you can do for them. That means you need to focus on them and their challenges before you start offering up solutions.
#4 Be Consistent
When you are building a brand, you need to be consistent. That means:
- Your logo should always appear the same way
- You should always use the same brand colors
- Your tone of voice should not change
Think of Nike. They’ll never say, “Maybe you should consider trying this.” No; they tell you to get off your butt and do it. They are consistent with logo and their messaging, and that’s why the swoosh has become iconic.
#5 Edit, edit, edit
Whether you are dashing off an email, or posting on Facebook, it’s important to proof your work. Spelling mistakes or incorrect links can erode confidence.
Want some feedback on whether or not your marketing delivers? Take advantage of a free website audit and get some honest thoughts on where you shine, and where you don’t.