Do you feel the fear trickling down your spine when you hear “Amazon”?
Does your business have a similar industry giant coming to town and you’re wondering how it’s going to affect your business?
These big boys really can shift tectonic plates in the marketing world, but you shouldn’t panic – you should get ready.
I was recently reminded that people take in information in different ways.
This has a critical impact on sales conversations you are having with sales prospects.
Have you ever been in a position where you have been trying to explain to a sales prospect how your service or product could really help them, laying out all the benefits in the way you should – and their eyes glaze over? If you have, you will know that sinking feeling that you are losing them, no matter how well you prepared your pitch, nor how well you got on with them and how you warmed them up at the beginning.
The fact that people have different preferences on how they receive information is crucial to whether or not they “hear” what you are telling them, so what can you do to make sure you give them information in the way they want it? Read More
There is a very important marketing principle – “Sell to everyone and you sell to no-one.”
What this means is that if you try to appeal too broadly to all types of customers, the customers who you really want, those who actually need your specific product, get lost in the noise.
Imagine if you are in the market for a product, let’s say you are a lawyer trying to find a software app to organise who works on what cases. If I wrote you a marketing email that said I had a project management app, would you be interested? What if I wrote to you and said that I had an app specially designed for lawyers and it matched the milestones for each case to specific lawyers? Which of those two letters would you follow up first?
What this marketing principle means is that you must get to know your exact target market, and your marketing tools, from website to language to logo must be measured by that specific target market. Will the corporate colours appeal to the target market? Is your messaging specific to their needs and problems?
But sometimes that market is so crowded that it is difficult to define your differentiation. The legal space is like this. So might the accounting industry or even car repair workshops. How do you drill down so that you suit a specific target market when everyone else is gunning for that market? Read More
Last month I spoke about 10 Ways to Thank Your Customer.
If you haven’t seen the video, go to teikoh.com and find it there.
Just to remind you – here’s the immutable truth about marketing: “People buy from people they know, like and trust.”
This is why all marketing is about getting people to know about you, getting people to like what you are and stand for, and getting people to trust you and what you deliver. Read More
People buy from us because they know us, they like us, and they trust us.
Think of it from your customers’ point of view – would you buy from a business that you have been to before and got reliable service? Or would you buy from a business you don’t know? Would you buy from a business you know but don’t like, or would you buy from a business that you do like? And finally, even if you know them, and kind of like them, would you buy from a business that you did not trust would provide you with the best that they could?
This is the immutable truth of marketing – people buy from people they know, like and trust.
So, in marketing, we do everything we can to show people that they can trust us – our advertising is open and transparent, we shape our corporate culture so that our word is our bond, we explain terms and conditions, we deliver what we promise. We also do as much as we can to get people to know us – we provide clear websites and send out brochures, we advertise in the circles our markets meet, we have recognisable logos.
But how do we get people to like us? Read More
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