Effective Marketing Strategies

Effective Marketing Strategies

Nowadays, I need to share with you seven promoting insider facts or promoting hacks or promoting traps, basically things that nobody's truly talking around. Not indeed me that regularly. And it's since they're a small more complicated and a small more nuanced than the speedy hits that we frequently get when it comes to social media, things like post at this time, or adjust your substance for this calculation change or utilize this kind of textual style or this kind of color or all of those things. 

What I'd or maybe do is get to the center of why your promoting may not be working as well as you need and indeed in case it is working. Understanding the seven things that I'm attending to be strolling you through here nowadays will permit you to quickly update all of it. Get way better comes about, more clicks, more activity, and more deals from everything you are doing. And not as it were that, likely the foremost imperative thing that I seem ever deliver you is to appear you how to think approximately your promoting, how to handle distinctive showcasing procedures and essentially the insane stuff that goes on interior my head when I'm assessing diverse promoting strategies and apparatuses and assets and all of that. 

So my objective here nowadays is as driven because it is, is to undertake to pack seven insider facts and seven hacks into an awfully brief period of time, so that you're reaching to be able to observe this. And you're attending to be able to extricate these small brilliant chunks and apply them to your commerce, to your client's commerce, to anything it is that you're doing. And it begins right presently.

So the very first thing that we need to talk about is kind of what ends up happening when someone says, "Hey, my marketing's just not working. Like, it's just nothing's happening. No one's clicking. No one's watching my stuff. The algorithm isn't pushing it or promoting it to people. Nothing's working." It's something that I hear all the time. I see it in the comments below very common. 90% of the time, it's because they're just not doing enough marketing. It's just a question of volume. It's a question of quantity, not so much quality.

So let me clarify. I do not know who's to fault for this one. Perhaps it's the get-rich-quick things. Possibly it's all of the courses and the programs that guarantee merely can ended up a tycoon in 30 days with no work or anything it is. But for a few reason, when individuals think about marketing, they think that all they have to be do is make a Facebook advertisement or an Instagram advertisement or post one video on YouTube and they'll fair blow up and ended up the another viral sensation and everything will fair work out miraculously well, and, truly, I wish this was the case. That'd be astounding, but it's not, appropriate. It's like showcasing is fair a trade work. I'm aiming to make this sound appallingly boring, but it's like bookkeeping or fund or lawful angles of e-commerce or HR or sales or anything it is. They're all fair diverse commerce capacities, which cruel that they require time. They require vitality. They require cash and venture in them in arrange to induce them to work.

Presently, what closes up happening is most individuals will make one post on social media. It won't get the footing. And after that they'll swear off that stage. So they'll jump over here, attempt out Twitter presently and make some tweets. No one locks in. So they say, "Well, Twitter doesn't work," and they'll make a YouTube video. And after that that won't take off and they get disappointed and they get irate since it's just not working when the reality is, they likely fair haven't done sufficient. And that's why the primary concept, the primary sort of programmer mystery is recognizing the marketing sweet spot. So within the most simple craftsmanship drawing course ever, let me appear you precisely what I cruel by showcasing sweet spot. And you'll see where you drop and where the tremendous larger part of businesses drop. And in case you discover yourself in this position, you know that the reply is to keep on pushing through. It's not to dial back. It's not to rotate. It's not to do anything like that. It's fair to keep going forward.

 

So let me show you what that looks like. So I want you to imagine for a second, a bell curve, kind of like the traditional bell curve. Of course, that'll be the, there we go. We'll get some ink flowing here. So this is our bell curve, our ugly, ugly bell curve. And it's going to have three different sections. Now over here on the left, this is what you're going to call the minimum effective dose. So the MED, the minimum effective dose. Essentially, what ends up happening here is until you're in this range, nothing you do matters. It's about sort of making that one post on social media that someone sees one time and then that's it. And then you wonder why it's not working.

 

It's almost investing $5 on Facebook advertisements or Instagram advertisements and not getting quick deals and after that sort of swearing off the complete online promoting framework which , but the reality is we fair haven't hit the least successful dosage. There's not sufficient force. There's not sufficient touch focuses. There are not sufficient exposures and reach and engagement with the gathering of people that you're attempting to reach. And we're getting to conversation approximately that one in fair a second, but usually where 90% of businesses drop as they sit around here in this minimum compelling dosage kind of half committing to diverse procedures, and after that pondering why nothing's working and the reply here, the solution is, once more, you've need to thrust through, you've have to be move up here. And this is often the sweet spot. This can be where you're getting to discover sort of the immersion of your showcase. You're progressing to be hitting the number of touch focuses that are required.

 

Once more, we'll conversation approximately that in fair a moment. You're getting to be making beyond any doubt that the individuals that you just need to reach are actually seeing your substance. You're planning to make beyond any doubt that you've basically soaked everything that you simply can. Presently, the reality is this sweet spot is colossal, gigantic, and greatly gigantic. Like when we're considering almost your business, your advertise or your industry, these are gigantic, gigantic businesses, billions and billions of dollars. So unless your trade is doing a billion dollars a year or more, there's more that you just can do.

It's insane when I listen around somebody that considers that, "Well, see, I'm as of now posting once a day on Instagram," or, "I'm as of now making one YouTube video a week," or, "I've got a podcast. I'm lovely much maxed out. There's nothing else I can do." And they're sitting at around, say a million bucks a year, and they're in, let's utilize well being and wellness. So in case you're in, let's say the well being and wellness industry, this gigantic multi-billion dollar industry and your commerce is doing a million a year, two million a year, a hundred amazing a year, anything it is, you haven't indeed scratched the surface for what you're able of doing and for the sum of individuals merely might reach. So you may go from one post a day to five posts a day. You'll make one video on YouTube a week to one video on YouTube a day. You may do two recordings a day. You may begin other channels. You may have other podcasts. There's so much merely can do.

Presently, of course, at a few point, you're getting to reach this third range, which is lessening returns, decreasing returns. There we go, D for lessening, decreasing returns. There's aiming to be a few point where in the long run more cash, more exertion, more time isn't reaching to pay off, but I can't indeed start to tell you of all of the businesses I've worked with over the final 10 years, the most minor division falls in here. And ordinarily it's when they're investing like a million dollars a month on advertisements and they essentially can't get before more individuals with their advertisements. So they're doing blogging, they're doing podcasting, they're doing SEO. They're running Google advertisements and Facebook advertisements and Instagram advertisements and all that. The greatest illustration here is in case you're running some kind of search-based PPC, pay-per-click promoting, like a Google look advertisement. At the conclusion of the day, you can't make individuals seek for more stuff. So you'll be able max out. But once more, you'll make that broader. You'll go for revelation advertisement platform.

So the reality is, let's discover a shinning, upbeat, colorful marker. This can be where we're going for, this sweet spot here. Like everyone is down here in this sort of least compelling dosage. They haven't even scratched the surface for what's conceivable. And after that they're pondering why their promoting isn't working. The finest piece of exhortation of everything that I seem allow you here is, truly, you fair have to be do more.

Presently, of course, you would like to be key. You wish to think through it. That's what the rest of this can be reaching to be approximately, but more is your reply. So on that note, how much more? Which leads me to the showcasing run the show of seven. Now, depending on your commerce or market or your industry, depending on in the event that you're offering something for low-dollar esteem or high-dollar value, it's kind of generally agreed that for some person to create a buy choice, for somebody to require action and actually purchase from you, they require around seven touch points, which suggests seven engagements, seven intelligent along with your brand. You can't essentially put something before them one time, anticipate them to purchase and after that call it a day. You're attending to got to do this numerous times, seven.

Presently, in the event that it's costly, it does aiming to be seven to 14. On the off chance that it's essentially cheaper, like you're offering a pack of gum for 99 cents or something, you likely do not require seven touch focuses. One ought to be adequate, but that run the show of seven is imperative since it forces you to not deliver up as well early. It's rather like when you're looking at these insights around deals and you realize that most transformations, most closes for deals happen after like five rejections or five take after ups, five emails, five additional calls. It's once in a while, lovely much never, the primary time. Same thing goes with showcasing.

A bit of a side note here, but showcasing is kind of offering one to numerous, deals is one to one, showcasing, one to numerous. So we utilize the same concepts, the same techniques, all of that with deals. But I like to think of promoting as a small more energizing and a small more challenging indeed since rather than attempting to persuade one individual at a time and overcome their objections and their fears and their concerns, we ought to do this on mass and we ought to do it without truly getting much criticism from our advertise. So run the show of seven, that's critical.

Now, how do we do this? Well, we do this by showing up in front of our ideal target market where they're present and active, which means that we need to be selective about what social media platforms we're going to, about what kind of content we're creating, about where we're putting that. And we need to make sure that it's in alignment, not only with you and your content style and what you like doing, hate doing, but also where your people are. In fact, that's the most important element.

There's no point on being on Twitter or Pinterest or TikTok or Instagram or YouTube if your people aren't there. So you've got to find out where they're present and active online, and then you've got to make it your mission to follow up and to make sure that you're consistently showing up in front of them with value, with content, and with offers. So that's the marketing rule of seven. Now the next point is more of a psychological phenomenon, more of a mental hack that you can use. I've talked about this a ton on this channel here, but it's called the mere exposure effect and what the mere exposure effect is, is a psychological phenomenon that says we, as people, as humans, we associate frequency with trust. So the more often that we show up in front of people, the more often that they see us, the more they know us, the more they like us and the more that they trust us.

This kind of stems back to caveman days, where if we saw something enough times and it didn't try to kill us or eat us, we assumed it was safe. Well, all of that programming, all of that evolution is carried forward to today. So now when we see things again and again and again, we naturally start to like things more because we're familiar with them. They're less scary and, therefore, we're more likely to trust them. So this is why the marketing rule of seven is so important. This is why following up is so important. This is why making sure that you've got a solid email marketing strategy in place is paramount. It's crucial.

Probably the second most important thing I could offer here, the first one is to make sure that you get out of that minimum effective dose zone and into the sweet spot, by doing more. The second probably most valuable piece of advice I could give you is to make sure that you're doing some kind of email marketing and you're doing it more than you think. So for some weird reason, there's this rule, this gospel in the marketing world, that you should send one marketing email a week at most, maybe one a month, 'cause you don't want to bother people. Garbage, it is, absolute garbage. There are plenty of businesses and industries where you could send one email every three days, you could send one email a day.

There are some businesses and companies that I've consulted for and done work with and own and have stake in that do two emails a day and it works. People don't get angry, they don't unsubscribe. You've just got to know who your market is. At the very least, however, I'd say that you should be shooting for three emails a week, kind of at minimum. Otherwise, again, you're not going to have the chance to establish yourself and to take advantage of all of those touch points and the marketing rule of seven and the mere exposure effect. And that leads me perfectly to the next kind of secret, which is that you really want to go deep rather than broad.

So let me tell you what is probably my biggest pet peeve when it comes to marketing. And that's whenever I ask somebody, "Well, who's your target market?" And they say, "Everyone," or "People with money," and that's amazing. That'd be great, but there's like eight billion people on the planet. And I promise you, you don't want all of them. Even if they all wanted to do business with you, some of them are just terrible, terrible fits for your business. So why don't we rein that in a little bit. And even if we were to say separate men and women, well, now, we're down to like four billion or then we separate to this country.

Now we're down to like a hundred million and then maybe this area, now we're down to 30 million. I mean, still, we're going to want to carve that down to a significantly lower number, someone that you're going to be able to connect with on a deeper level. So the easiest way to do this is to take a look at yourself and your business. Now I appreciate you are not your customer. You know things that they don't know, you have experiences that they don't have. However, most people, when it comes to business, they're solving a problem that they had at some point. They're solving something that they know about, that they care about, that they want to share and help other people.

So you probably understand a little bit about your situation and what they're going through, and, therefore, you're more likely to attract people similar to you. It's another kind of same reason that if you are a personal brand or a coach or consultant or someone like that, you tend to attract people, give or take 10 years around your age. So if you're 30, you'll attract like 20 to 40. If you're 40, you'll attract 30 to 50, whatever it is. There's like this 20-year sliding scale, 10 years on each side that tends to work, that can balloon out a little bit here and there. But on average, you'll find most of your people fall in that range. Again, it's just because you relate to them better. You know the words that they use, you grew up in the similar time, and you have the same references, all of that stuff. But the point is you want to go deep here and you want to make better connections with fewer people than these superficial surface level connections with a ton of people.

The big reason here is because when you go broad, when you go after everybody, you're forced to naturally water down your message. It becomes more vanilla, it becomes more bland. And it has to, because if you are being specific about someone's unique pains and unique problems, well, it wouldn't be appealing or interesting to, like, everybody else. So, therefore, you have to make it broad. And when you're broad, you're boring and everybody just ignores you. And you sound like 99% of the other businesses and marketers out there saying the same things, like we offer higher quality and we offer better service and all of that stuff that everybody's heard a million times before and they're completely blind and deaf to.

So the best way to solve this is to move on to our next point here, which is that you need an ICA. ICA is marketing talk for ideal customer avatar. I'm not completely strict on this exact fictional representation of your ideal customer. And you've got to give them a name and a hair color, and they've got to wear this kind of shoes and listen to this kind of music. I don't think that's necessary. It's helpful at times, what I think is more important is that you get really clear around the commonalities, the common characteristics that your top customers, your top clients, your top audience members have in common. And we typically divide this into three different categories.

The first of which being demographic. So what's their age, their gender, their income, their occupation, their title, all of those stereotypical marketing things that we associate? Number two, what are their geographic details? What city, state, province, country, where do they live? Number three, they're psychographic details. This is all of the head stuff. And this is where the bulk of your ICA should really be formed.

So what are their values, their attitudes, their interests, their beliefs, their organizations, their political affiliations, their lifestyles, things that make them? After all, we often want to group people into these broad buckets, like men or women or this age or that age. But the reality is depending on what product or service you sell, you may have a wide range of that. And it may be more problem based. On the other hand, you may also have multiple different ICAs, ideal customer avatars. That's cool too. I'm all right if you've got like, look, we work well with women who are 20 to 25 and we also work well with men who are 40 to 45, but those two different ICAs are gonna have different pains and problems and fears and frustrations. We'll talk about that in just a second. So you can serve them both, but you need to serve them both with different messages. You simply can't appeal to them by using the same generic, broad, bland terminology 'cause you're just going to turn the other one off by talking about things that are completely irrelevant to them.

So you have an ICA, but make sure that it's specific and you can have multiple. And on that note, the way to dive into that is with the psychographic details of their values and attitudes and interests and beliefs. And I call that their miracles and miseries. So let me find my pen, and let's talk about that now. All right, so when it comes to creating your ideal customer avatar, when it comes to thinking about your audience, your clients, your customers, the money is, the value, the real results that you're going to get from your marketing come down to identifying their miracles and miseries. Now there's this great expression that I love that says customers don't buy when they understand, they buy when they feel understood. The way to make them feel understood is with this.

So their miracles that are over here, that's all the things that they want, their needs, their desires, their dreams, all of the things that they wish would happen, the desired end state of where they're trying to get. And then of course, over here, you've got their miseries. These are their fears, their problems, their pains, their frustrations, all of the things that they're trying to get away from, at least in regards to your business and to your offer. You need to identify what these are and ideally drill down into which the most important and the most painful ones are. And then what the most desirable end states are, because then you're going to be able to position your business as the bridge that takes them from miracle, oh, here we go. Memo to self: I got to buy some smaller tip markers, but that's it. This is your business right there. Your business's job, your offer, your product, your service, whatever it is that you sell, it's only mission is to move them away from their current state that they're in right now, that they don't want to be in, whatever that pain is, and towards the desired end state. And the better that you're able to communicate that, which is essentially the job of marketing, it's to communicate the value of what you have to them in regards to your offer, your product, your service.

The better you're able to do that, the more likely you are to get somebody to take action and to actually buy from you and move them here. And this is where the conversions happen. It's right here. It's moving them away from miseries and towards miracles. And on that note, let's hit the next point here, which is a very clichéd thing to say, but I want to break it down a little bit more. There's this super clichéd saying in marketing that says you want to sell the benefits, not the features or sell the sizzle, not the steak. The problem is, is that like most clichés, there's that element of truth to it that's absolutely the fact here, is like when it comes to marketing and to representing what it is that you're selling and what you're trying to promote, it's not about the features, it's about what those features are going to deliver through the benefits. That's what they're after. They don't care about features. They care about how those features are going to positively impact them. So yes, we can make a cursory mention of the features. We got to highlight them. We'll talk about them. And we'll talk about kind of the flip side of that in just a second, but the real value is in the benefit.

Now, one of my favorite examples and it kind of stems from like, "Hey, sell me this pen." Well, it comes down to, this pen doesn't actually have a pen cap, but we're going to use that analogy anyway. It's sort of like, well, why does the pen have a pen cap or fictional pen cap? And the reason that this pen has a pen cap and the benefits it provides, that's what we want to highlight. So the feature is a pen cap.

The benefits are, well, it prevents you from getting ink all over yourself. And then of course we could elaborate on that. We could explain it a little further and so on. A bit of a side note, do you know why pen caps have liked those tiny little holes? I don’t know if you've got a pen around, you can find one, but like they've got those little holes on the pen lid, it's actually so if you swallow it, you don't choke to death. Anyway, the reason that benefits work significantly better than features, is because benefits are emotionally driven, and emotion is far more powerful driver than logic. It doesn't mean we can't have logic. It doesn't mean we shouldn't use logic. We absolutely should, but emotion is the money maker. That's what compels somebody to take action. When they feel it, like, deep down in their core, this is going to make my life better. This is going to help me achieve the goals that I want. This is going to increase my status. This is going to make me healthier or happier or wealthier or any of those intrinsic drivers that we have as humans, when we're able to properly communicate that, that's when conversions happen. That's when sales happen.

Now here's the kicker. When you're first creating your marketing, whether it's through an ad or a sales page or a social media post or an email or anything like that, we always want to highlight the benefits. And then of course, we're going to talk about the features. But if for some reason, people don't convert, we flip it. And then the next time, we lead with features and we back up the benefits. And the reason that we do this is because we know that emotion is a significantly more powerful driver than logic, but logic still has a part. Not to mention, it's not that some people are, or it's not just that some people are more emotional than logical. We all know those people that fall on one end of the spectrum or another, but it's also that we, as people, we have days where we're more emotional or more logical. And within those days, we have hours where we're more emotional and more logical and there are situations and circumstances that you can't always control for, which is why we really want to cover our bases. We want to, of course, lead with emotion, 'cause it's the most powerful driver, but we want to back it up with logic. 

The next time somebody interacts with us, if we tried emotion and it didn't work, we'll lead with logic and we'll back it up with emotion, and we'll kind of go back and forth. We'll sprinkle in social proof. We'll sprinkle in other forms of testimonials; we'll sprinkle in guarantees and risk reversals. We'll use all of the tools in our toolbox as marketers to get somebody to take action, knowing full well that we don't have control over where they're at right now in their current situation. And it's funny, I didn't actually plan this, but this actually kind of leads us full circle back to that beginning statement of minimum effective dose of you are simply probably not doing enough if you're not getting the results that you want.

I mean, you can see here, when we look over the rule of seven and the mere exposure effect, we need to go deep. We need to have ICAs, talk about their miracles and miseries. We need to highlight benefits. And if that doesn't work, we go for the logical element. And then we go back to benefits. All of this is going to take time. It's going to take energy, and it's going to take investment in your marketing, which is why if you're at this stage right now where it's just not delivering the results that you want, you need to do more.