Sorry to be a bit blunt however recently I’ve been inundated with private messages saying things like “Hi Mandie can you just share this please.” Or “Love your work Mandie, can you just tell everyone about what I do please?” Add that to the pile of emails asking me to submit someone else’s work to an international publication with my name on it (clearly, I won’t do that because it goes against my ethos, honesty, credibility and reputation) and you’ve a bucket loads of request every day of every week that basically want to jump on my marketing bandwagon and expect me to market their organisations for them.
So that’s good, right?
It does mean that my message is getting out there, and when you’ve sold your courses to Brazil and gained clients in the US as well as receiving “thanks for the book” messages from South Africa clearly my marketing is working, so what can I do to help you (fast) so you can get similar results without treating my business like a charity?
Lose the lies (half-truths!)
You know the posts that say they made 2 million in the time it takes to make a cuppa, or someone lost 10 inches in 7 minutes or cured cancer with carrot juice? Okay so I may be over exaggerating on the claim here, but the fact is that some people’s claims are so far fetched we sweep past them faster than the lost property bin that we had to wear if we’d forgotten our gym kit at school. Just as we don’t believe that we all have to buy our sofas in October to get them for Christmas or that we all have to go on a diet in January because Christmas is over, we don’t believe the big stories that people share. So, if they are true, you need to post more than one post claiming those results. You need to build a story around them, share real-life people talking about them, not just an image of your product with your handwriting over the top saying “wow!” If you want us to believe you, create the proof. Remember the Meme of Abraham Lincoln saying, “It must be true I read it on Facebook”? Well, this is a good indication that we’ve become incredibly cynical to what we read, so put in the effort and give us the science, facts and statistics.
I rarely talk about my coaching and yet don’t suffer from a lack of business. Why? Because everything I write or say online is aimed at being useful, relevant and interesting. And I don’t deviate from the subjects I want to get known for. Even if you have 200 products decide the key ones that you want to be known for. Imagine you walk into a room of strangers and someone turns and says, “That’s X, they can help with X” what would that X stand for? For instance, everything I do is about helping people increase sales, confidence and success without spending a sack of cash. If it doesn’t fit my ethos and values around that then I don’t say it or write about it.
Stop selling at me
Ever been walking around a beautiful city and someone has practically jumped in your airspace to wave a clipboard at you? Did you enjoy that experience? Did you aim to not make eye contact and move in any direction other than the way you were going? That is what selling at people does. No one likes it and doesn’t’ matter how good a salesman you are if we feel like it’s a sales pitch we’ve out. So why do you keep selling? I don’t care if you’ve got 10% discount, are just putting in an order or have a magical competition to give away. The fact is you don’t qualify to talk business, products or services until you’ve got to know me. And that takes respect, not selling at people. Start holding genuine conversations and drop the sales talk.
Don’t jump on my bandwagon.
Increasingly I see a great piece of advice or story and someone else uses that opportunity to promote their own products and services. Would a Ford dealership park it’s cars on Ferrari’s forecourt and say “Hey it’s alright if we park these here right, for those that can’t afford the shiny red ones, they could have ours instead?” Of course not, and yet online there seems to be no respect for others Intellectual property. On one of my posts where I was sharing some awesome news about where the rights to my book had been sold and how you should never give up on your big dreams, someone actually added how they could help people achieve their goals and overcome a lack of confidence! The irony is that for those that bother to get to know me, like me and trust me, I go out of my way to connect you and help you grow your success, how likely is that to happen when you sell on my own posts!
Once you know what you want to be known for, you need to ensure you get known for it. Obvious, right? And yet I see people share so many different messages their message becomes so diluted that it’s hard to remember what they do. I can appreciate it is scary to stick to a core message, however, when you are known and loved for that, people will naturally gravitate to signing up to your newsletter, Facebook page, etc and will start to learn about everything else as a result. Thus, consistency is key. Give people the opportunity to fall in love with you and your business. Dump the falsehoods, don’t jump on other people’s marketing bandwagons, stop selling at people and get useful. And if you do this consistently before you know it you will look behind you and discover you’ve a following. You may call it a tribe, or a niche, or a family, whatever you call it they are people ready to learn more and buy, and you didn’t have to sell at them once!
A new client has no website yet and yet to really get their business seen they need to be blogging, so I suggested they use LinkedIn. They’ve created their first blog and had a moments wobble on whether they really could just put a blog on their LinkedIn profile? Would it get read? Was that professional enough? Could that really help them get seen online? Here is what I replied with in my email. It’s only a short reply however I thought it was apt for so many business owners just starting out who can’t afford a shiny sparkly website yet and yes folks LinkedIn is good for business….get it right and it can be seriously good for business! (It has been for me and my clients this year.)
Regarding your blog ideally you don’t take your target audiences away from your website (and your products and services and other great content) however since you don’t have a website Linkedin’s blog articles look good and can be easily shared so yes I would use their platform and share that way. You have to be careful with a call to action because anything remotely salesly will stop people from reading it again. If its something like “if you loved this then feel free to share/sign up/etc”. then I’d say go ahead. However until you have a following of people that are enjoying your blog, i.e. until you know people are liking it, sharing it and commenting on it I would tread carefully with adding calls to action within your blog. The market is awash with people trying to sell their wares so best to do a blog article that is genuinely fabulously good for others first and then add the CTA (Call to action). (That is my personal preference, I’m sure other marketers and content experts would advise differently. I would also say it depends if you have a good reputation already in any groups. If you do then a CTA in those groups would be fine, because you already have credibility with those people.)
And then this was something else that come up that I thought would be good to share, because I really am not interested in making sacks of cash out of any one person, I genuinely just want to help as many people as possible make those sacks of cash – it’s becoming a life long passion!
Regarding the business coaching it works exactly the same way as any other session with me. We work according to what you bring to the table. So looking at what goals you have set. You can work with me on a one off basis or longer and stop and start whenever you like. My clients vary. Some like to work with me every 6 weeks, others every 2 weeks, others every 3 months. It all depends on how you like to work, how big your goals are, whether you procrastinate, etc. etc. So we would start a session by looking at what you wanted to achieve, and understanding what the goals where for the session. And go from there. I don’t have a minimum spend for a client. I don’t have a silver/gold/platinum level. My clients start the session saying what they want to achieve. And throughout the session we work out how to get to that goal, short medium and long term. And if I tell you recently 1 client achieved some of their goals in 2 days (sales goals) and another achieved their business goals for the year in 3 weeks. And both of these only had 1 session with me so far. Needless to say they want to work with me again moving forward with their businesses. I’m on my clients agenda, never mine. And all clients get homework. Never more than about 5 actions, because its not realistic and clients know they can get in touch for support, advice, etc. when they wish to. I hope that helps and do feel free to get in touch to discuss this more if you wish to. I’m about this week. The goals you have set are quite clear, now you need to break them down into actions and by when. And who what where’s. Obstacles, logistics, etc.
I hope that helps, you see content can so often be transferred from one place and be utilised somewhere else. So in less than 10 minutes I’ve gained some more great content for my Marketing Production Line, not utilising yours yet? Head over to my home page and down load a copy of yours. Its my key to endless good leads and lovely sales, and good bucket full of media too.
Great you finally got around to producing a blog, but now what?
Because aren’t you at risk of spending your most precious commodity of time writing something that no one will ever see? Well unless you include your Mum, your best mate and Your Auntie Irene.
What do you do to ensure that people actually find it?
Firstly ideally it will be on your website for a variety of reasons but the most obvious one is that it brings new fresh relevant information to your website – and trust me that’s good for your SEO.
If you can’t get it on your website relying on WordPress or Blogger, etc is better than not having one. And they are free and pretty easy to set up and use. Now is not the time to talk about delegating jobs that you not your forte. But if its taking you days maybe you should get an expert to set it up for you. The ones I know genuinely care about giving you what you want. So it could be a good use of your valuable time and money in the long run.
So you have an interesting relevant useful blog now its time to get it seen;
Talk about it on social media – Youtube, Linkedin, Facebook and Twitter are the main ones. But don’t just do endless links to your blog – you have to build up interest and get to know people first. If anyone in their very first tweet to me says “Hey check out my website, blog, FB page- I’m instantly turned off. They have never met me and they are already assuming that I need what they have. If they took the time to build a relationship with me I would be more than happy to “check out their blog” etc. So build relationships first and you do that exactly the same way as you would face to face.
Be interested in others, share useful tit bits (this works really well, commenting on other peoples discussions allows you to get to know other people’s opinions and then share yours. If you have had a great conversation with someone then you can say “Funny enough I wrote this about this very subject…” but only after being interested, considerate and getting to know others.
If you have a mailing list (Please tell me you have one of those!) whatever effective ways you have to stay in touch with your client base (Please tell me you are doing that!) share your blog ideas there too. Don’t share the whole thing, just put something like “A client had the issue ………. so I shared this great solution and so I thought I would share it with you too. To read more…….”
Remember in this fast paced world everyone wants instant answers so sharing little useful titbits makes you a very useful golden nugget to keep in touch with – what’s that going to do to your sales?
Speaking of instant answers and useful titbits. Blogging is not just about words. Pictures can paint a thousand words and if you are a very visual business it can really share good ideas and advice effectively. Likewise Vlogging is fast becoming a great addition to your marketing. Because it can be short, useful and on Youtube. All ideal for your business and for the ever busy consumer who wants answers yesterday.
So don’t assume because you are busy you can’t blog, blogs are getting more and more creative. So ask yourself what platforms are going to enable us to communicate effectively useful and information ideas to our target audience?
If you publicly speak (and where ever you go NEVER turn down the opportunity, you never know who is in the audience and who they know!) finish with something like “There are a ton of free ideas on …………on my blog, so help yourself.”
Tell people about it in every form of your marketing in a useful relevant informative way ALL OF THE TIME. People make the mistake of assuming you can tell someone once on Twitter and that will get you a thousand hits – it won’t!
You have to tell people over and over again in a useful, relevant informative way (Hope I’m getting that across – lol!) in short succinct chunks. It’s the drip drip drip approach. That if you keep telling people they will get the message and want to know more and keep in touch and what does that do for your business success?
These ideas will work, there’s a ton more to share but get this right for starters, be consistent and you will see positive results and a great impact on your business.
And do share your results on my social media – because I just love to see what you are up to!