I have a very effective marketing idea to share with you today. I’m going to show you how to create marketing, which people will value and that’s powerful enough to inspire them to hire you or buy from you. It’s based on the work I do with some of my clients and includes a brief case study, which you can learn from.
So, let’s get started.
Receiving or paying attention?
It starts with understanding that there’s a huge difference between someone receiving your message and someone paying attention to it.
For example, TV viewers are sent targeted marketing messages (commercials) during TV shows. What do most of us do? We fast forward through them or if watching the show in real-time, we go and make a coffee. Just because they send their messages, doesn’t mean we are paying attention.
For your marketing to work, you need to get a great message in front of the right people. In order to get this correct, here’s the key question we need to ask ourselves:
If I stopped my email marketing campaign or I stopped publishing my blog posts, newsletter etc, would people really MISS them?
As a quick look at the marketing you receive every day confirms, for most people the honest answer to that question is NO! We get bombarded with dull, uninspiring sales messages all day and see them as an intrusion, rather than something of value.
Of course, for that tiny minority of small businesses who DO produce marketing, which people genuinely