5 signs that your marketing sucks
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!