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Category - Marketing

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1
Small Business in COVID-19: Marketing During COVID-19
2
How The Right Marketing Message Creates Impact
3
What Your Customers Love About Benefits
4
How Properly Focused Marketing Can Change Your Business
5
7 Things About Marketing Plans Your Competitors Don’t Want You To Know

Small Business in COVID-19: Marketing During COVID-19

Last week I wrote about four strategies to employ during the current pandemic crisis to keep your business going.

This week I wanted to talk about how you can still continue marketing during the crisis.

First of all, let’s get this straight – I have heard a lot of people say that they feel awkward marketing during the crisis because they feel everyone is in the same boat.

That’s only half true – everyone is in the same boat, but why does that equate to not doing business?

So, let’s look at how you can still conduct your marketing even during the lockdown.

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How The Right Marketing Message Creates Impact

Tell me which of these messages appeal to you if you were the victim of an accident?

“Injured in an accident? Call us now to get the money you deserve.”

Or

“We have 30 years’ experience and training in making compensation claims for you.”

You can tell that both messages are about the services that a compensation lawyer can provide you. Yet, chances are the first catches your eye and the second, well, it tells you what they do.

Here’s another pair talking about a restaurant:

“Eat a happy Italian meal with friends,” or

“We serve excellent Italian food.”

Again, the first makes an impact on your emotions and the second tells you what you get – but aren’t you immediately attracted to the first?

It’s a busy, noisy world out there and your marketing messages need to grab attention immediately with impact. You cannot afford to be scrolled past or strolled past.

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What Your Customers Love About Benefits

I’m going to ask you to put yourself in your customer’s shoes.

It doesn’t matter what you are selling, whether it is a service or a physical product. Whether you are selling it from a shop or office, or online. I want you to forget what you know about what you are selling and look at it from your customer’s eyes.

What do they see?

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How Properly Focused Marketing Can Change Your Business

I don’t know any small business owner who truly says that they have too much work.

Even if they are at the upward gradient of their growth phase, more is always better, and especially when they start to peak or plateau, more is definitely better.

Yet, not many small business owners think about their marketing in any serious, consistent manner. Often, their growth is through a number of factors such as excellent service resulting in referrals, unique products or services filling a vacuum, a market devoid of good competition, even luck.

From time to time, they may find themselves in a quiet period so they “do some marketing” by calling clients they haven’t heard from in a while, putting an advertisement in the newspaper or a trade journal, advertise a “sale”, or send out leaflets. Then, for whatever reason (other than by accident such disparate and inconsistent marketing is working) the business picks up again, and the need for marketing is forgotten.

The problem with this inconsistency is that you are not in control, and in business, you should always try to be in control of your own destiny, especially at the front end of being able to control your income.

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7 Things About Marketing Plans Your Competitors Don’t Want You To Know

If there’s one thing about marketing plans, they’re not very obvious.

Tell me if you know for sure that your competitors have marketing plans?

You don’t see them, but sometimes what you see is a marketing strategy that you admire – why didn’t I think of that?

Your true competitors have marketing plans – trust me. By “true” competitor, I mean the ones who are not going broke, who are not struggling day-to-day and just getting by. I mean those who are doing well, and dare I say it, doing better than you – what have they got that I haven’t got?

Instead of asking these, what I call, “catch-up” questions, ask what they know that you don’t know; what are they implementing that you are not.

Yes, your successful competitors do have marketing plans and this is what they don’t want you to know.

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