The ‘So What?’ Principle

The ‘So What?’ Principle

In my eyes, every single time either yourself or your business is seen by the eyes of a potential customer, or anyone for that matter, you are advertising. So what is it that you are promoting to your potential customers? Is it of interest to them? Will it benefit them? Enter The ‘So What?’ Principle A while ago I was having a coffee with a good friend of mine who is also a coach and marketing trainer helping small businesses. Over our coffee and bacon sarnies, we exchanged stories of the latest advertising we’d seen from businesses on both Facebook and LinkedIn. We were having a little giggle to ourselves over some of the seemingly random social media posts that were clearly doing nothing for the businesses promoting them other than making them look highly unprofessional. My friend then said, “Do any of these businesses ever read back what they write in their social media posts or adverts and ask ‘So What?’, because that’s exactly what their customers will be asking themselves.” That’s so true, don’t you think? Your Customers Want To Know What’s In It For Them! Researchers suggest that on average we see around 300-700 marketing message per day. Some even suggest the number could be as high as 5000. That means we all have to be so desensitised and critical to most marketing messages, otherwise, we would literally spend every waking hour of our day buying new products / services and listening to every company who puts their message in front of us. This is clearly not the case. So how do we as consumers figure...
Niche Marketing Vs General Marketing

Niche Marketing Vs General Marketing

The main reason for having a specific and defined niche is to ensure your Marketing is laser focussed and therefore hits 3 important standards: Cost Efficiency – Doesn’t cost much Time Effectiveness – Doesn’t take a lot of time to manage Results Orientation – Actually brings in customers and allows you to track what’s working Marketing without a Niche defined is totally the opposite. It usually costs quite a lot of money, takes a lot of your time to manage, is nearly impossible to track, and therefore leaves you with no idea whether it is working or not. Marketing Without A Niche Defined = Confusion And Uncertainty Do you want to have a business model that ensures confusion and uncertainty? No? Then you’re going to want to define some Niche’s to make your marketing more targeted. The good thing is, it’s really easy to discover Niche’s you can market to. It also makes your business more fun to work in, and often makes your business more profitable! What Is Having A Defined Niche Like? Marketing to a specific and defined Niche is like communicating to a group of people who have the same exact interests, rather than communicating to a larger group of people who have very diverse interests. When I first set up as an NLP coach, I was advertising to anyone and everyone. The thought process that I went through was that coaching can help people from all walks of life with all sorts of different problems, so I should surely offer my services to EVERYONE. I spoke about helping people with a variety of issues such...
How To Define Your Customers With Pin Point Accuracy

How To Define Your Customers With Pin Point Accuracy

In both my free eBooks (3 pillars to successful marketing / 5 pillars to marketing a coaching business) I talk about an experience I had when buying a Laptop in Curry’s / PC World. It’s an experience I’m sure i share with many of you. Now I’m not saying there is anything wrong with Curry’s / PC World or their staff, but when i tried to buy a laptop the sales people overwhelmed me with an abundance of fancy features, specifications, and bells and whistles of various ranges of laptops they had on sale… Although they were obviously very knowledgeable on the products themselves, you know what they didn’t ask me? My purpose for buying the laptop. I couldn’t have cared less as to whether the laptop had voice activated sonar capabilities or not. I wanted a Laptop that would be suitable for travelling, and making presentations for work! The sales people just didn’t understand my needs and wants as a customer. I’m going to take it a little further in this article and propose that not only do some businesses not understand the explicit wants and needs their customers have (necessary information to sell successfully) but a lot of the time (more often then I’d like to admit) they have know idea on who their dream / ideal customer actually is! Why is it important to know who your dream / ideal customers are? Because how can you possibly sell and market a product or service to someone you know nothing about? You will more than likely bore them, or worse, irritate them with a sales and marketing...
How To Make Sure Potential Customers Remember You With A Simple Facebook Advertising Trick

How To Make Sure Potential Customers Remember You With A Simple Facebook Advertising Trick

Did you know a person needs to see an advertisement on average around 7 times before they remember it? Let’s say a potential customer comes to browse your website, they may love what you offer, but for one reason or another they may not want to buy right now. So they leave your website and go about the rest of their day. Here’s where the problem comes in… A month or two down the line, that customer may be in exactly the right position to buy from you, but a long time has past and they couldn’t remember the name of your business of their life depended on it… So what do they do? They buy from someone else… Can you blame them? I mean, can you recall every single website that you visited 2 months ago? So what can you do in this situation to make sure your customer remembers you when they are ready to buy? One way to do this is by using a Tracking Pixel, or Internet Cookie. Do you know what an internet cookie is? Internet cookies (sometimes referred to as tracking pixels when used in marketing situations) are small pieces of information that are downloaded to your computer or mobile device when you visit web pages. Website owners and advertisers then have access to this information so they can see who has visited their website, their location, the kind of device they are using, and lots of other important information that they can use to make their websites better and test to see if their advertising is working properly. Another use for these internet...

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