What If I’m really An 18 Year Old Girl, Should You Be Talking To Me Like That?

bad targetingQuick question, how would your marketing change if you discovered your target market was mostly over 50 years old? Or really loved Oliver Mtukudzi, not John Legend? Or preferred Microsoft to Apple?

  • What if you’re sponsoring soccer teams to get my attention, but I’m really into Rugby or Cricket?
  • You’re using complicated words, but I didn’t get past high school?
  • You’re developing a “great new app” but I use a basic feature phone?
  • You’re putting up Bill boards in Borrowdale but I live in Hatfield?
  • You’re charging too little for me to believe it’s good quality?
  • You’re distributing fliers outside Chicken Inn, But I eat at Mugg & Bean
  • You’re taking out full-page adverts, but I don’t read the newspaper
  • You’ve got fancy flash animation on your website, but I surf with my phone (can’t see them)
  • i could go on and on…

What if you’re talking to me like a 50-year-old man, but I’m really, I’m an 18-year-old girl?

“Well, that wouldn’t happen to us, we know our target market very well”. I doubt that. If you’re anything like the average business in Zimbabwe right now, some expertly done research would show you surprising things about who your target market really is.

Listen, i always say, strategy should be driven by data, not creativity. It’s not good marketing because it’s so creative no one has ever done it beforeit’s good because it feels like you’re talking to me…about something I care about, about a solution i believe in.

Ask yourself, do you know what pages on Facebook are popular among your target audience? Do you know what keeps them awake at night? Have you bothered to find out where they hang out for fun?

Probably not. But you should find out. Guessing is one of the reasons your marketing is so expensive

When you get to know me, your marketing will naturally and effortlessly improve. If your marketing isn’t working, maybe it’s because you’ve got it in the wrong place, or maybe, when I see it, I just don’t believe you, or worse, I don’t even care.

 

 

 

SPECIAL REPORT: How To Chose A Multilevel Marketing Company In Zimbabwe

get free reportOne of the questions I’m often asked about network marketing, is “Max, which one should i join?” Today I’ll answer that question. Now those of you who know me know also that I don’t easily endorse any opportunity, and when I do, it’s because I’ve done my home-work and often personally made use of it.
Listen, Multilevel marketing is an amazing opportunity for anyone looking to make money in Zimbabwe. It’s a far easier and affordable way to start your own business than most traditional methods, and I highly recommend it…but not just any.

Want to know exactly which network marketing company i recommend, and why? Want to know the facts about why so many are struggling to make money in MLM in Zimbabwe and what you can do differently?

This free report is for you. I’m making this report available for a limited time to you. Fill in your details in the form below and I’ll send it to you via email. Continue reading

Social Media & The Most Beautiful Woman in The World

WomanSocialNetworkI stumbled upon a movie fan page on Facebook the other day that reminded me of the most beautiful woman in the world, and coincidentally, something rather important for big (and small) businesses wanting to leverage social media in Zimbabwe today. Ever asked yourself, who is the most beautiful woman on planet earth ‘besides your wife – of course’?

In my early twenties, that question was authoritatively answered for me.

Of all the female stars in all the movies Continue reading

Zimbabwe Elections: Would You Vote For An Old White Woman?

Old white woman
Old white woman

So i asked a question a few hours ago on Facebook:

VOTE: Assuming all 3 had great values, what would you most want to see;

  1. Zimbabwe’s first female president?
  2. Zimbabwe’s first non-black president?
  3. Zimbabwe’s first president under 50?

Which option do you think was most popular? Who would you vote for? A young black man – maybe. An old white woman? Probably not!

The question seeks to expose how people feel about gender, age or race and how those perceptions influence behavior. The answers will tell you something about the stories people are telling themselves, and the worldviews they’ve adopted. Can we trust a white man to have the interests of the black majority? Can we trust a young black woman to be capable of leading a nation?

It’s all about how you perceive.

I’ve said it before, marketing deals not with reality, but with perception. Not with facts, but with feelings. In the next two weeks, you’re going to see these truths used extensively by the two main party’s.

To catch ZANU PF’s marketing campaign, Simply read the Herald Newspaper or watch ZBC TV. MDC – T might have to go with the ‘all of a sudden’ new TV Station.

Team Mugabe will no doubt remind us of the liberation war…the heroics that brought us freedom and how the opposition (in collaboration with their evil western masters) is attempting to undo this work. It’s a strong angle.

The opposition (MDC-T) in turn will blame the collapse of the economy on the President and promise a wonderful new future in record time, if you’ll just vote for them. Also a strong angle.

Political opinions aside, as a marketer, watch carefully and you might learn a trick or two that will help you in your business. Watch which emotions the various parties appeal too. Logic is only a small part of what it takes to get someone’s vote, emotion is far more powerful.

Watch also which world views and perceptions they appeal to.   It’ll be an education for any observant marketer.

You see, if you want people to nod their heads, appeal to their logic. If you want to move people to take action, you’ll appeal to their hearts. If you want to get people to respect your intellect, tell them the facts, but if you want them to vote for you…tell them a story.

Accusations of rigging aside, this is how an election is won – it’s also how a market is won. It doesn’t always go to the best, cheapest or strongest product. It goes to the marketer with the most believable and inspiring story, the one who is most skilled at making us feel, the way we want to feel.

The smart marketer is not trying to get you with mere facts. People regularly ignore facts in favor of emotion. The smart marketer is telling you a story, based on your worldview…a story you want to believe, want to hear more of, a story that will move you to act.

Probably only one in 1 000 marketers genuinely understands the importance of this, and far fewer do it well.  You?

Fidel Castro Slept With 35000 Women..Share, Re-Tweet!

fidel_castro womenSo turns out Fidel Castro slept with more than thirty-five thousand women! Wow. No, i mean yuck!

Clearly the man had a problem in the lust department. I’m sure we all (men) feel very sorry for him – i mean who could want such a thing!

Poor guy.

But what if it had been only 3 or 4 women? Or even just 10?

Well, then i Wouldn’t be talking about it and if i was, you wouldn’t care. After all, no one cares about the ordinary, mundane stuff. its boring. forgettable.

So, did your marketing only sleep with 3 women?

If so, you won’t get anyone sharing or retweeting it. You’re just like everyone else.

But if you’re doing ‘Fidel Castro marketing’…

Anyway, just thinking.

3 Things Every Entrepreneur Needs To Know About Social Media Marketing

3 important thingsOne of the main reasons entrepreneurs fail to make effective use of social media  is that it’s so new. The text books and vast majority of marketing courses  in Zimbabwe, just aren’t teaching this stuff. The result? A marketing degree/ certificate/ diploma without even a basic understanding of the single most important marketing medium in the world – Social Media.

Doesn’t make sense.

Now there’s a lot to learn if you’re going to be truly effective in social media and gather hundreds or thousands (or much more) of people who genuinely follow you (not just like you). However, there are 3 things that if you don’t understand anything else, you should at least understand these 3 things;

1) Social Media is for heretics. If your message is the same as your competitor’s, forget about social media. What you need to do is Continue reading

Why I Hate ‘Tawanda’ – And How To Be Rememebered

Boring-church-serviceI hate “Tawanda”, and “Tendai” and “John Smith”. No, not Tawanda Nyambirai from TN Holdings or Tendai X from wherever – not the people, the names.

I’d bet there isn’t a more common name in Zimbabwe than Tawanda except maybe Tendai. They’re just too common, and common means average and average means boring and boring means easily forgotten. ‘Tawanda’ might be a great guy (all one million of them), but Tawanda is exactly the opposite of what you want for our business.

Boring is easily forgotten. It’s expensive to build a brand around boring…it’ll take a lot more time and money to be remembered, to stand out, to be remarkable.

Think about it

Too many Zimbabwean entrepreneurs right now starting Tawanda businesses, selling Tawanda products and creating Tawanda marketing. I hope you’re not one of them. I’m busy going through everything around me now getting rid of anything that’s ‘Tawandarish’. You should too.

Oh. and if you’re name is Tawanda, no offense! I mean it’s a lot better than being a Lucifer. 

Oh and could have chosen any common name for this purpose – for example “Max” is one of the all time most popular dog names in the world, not flattering! However – “Tawanda” for those who don’t speak Shona, actually means “there’s a heck of a lot of us”. When it comes to your business, you want to be able to say “There’s no one like us”.