When times get hard, people get desperate – and desperation rarely leads to smart decision-making. When businesses struggle financially, marketing tends to suffer in two scary ways Continue reading
Nothing beats being able to say “No one else will do this for you”, and then backing it up with a definite and unique promise. Marketers call it a Unique Selling Proposition (USP), and it’s vital to the success of your business.
I mean if you’re saying exactly what Tom, Dick and Harry are saying (like these guys), then why the heck would I prefer you?
Have you seen DV8’s “Kids Eat Free” offer?
I thought that it was awesome. They can say with confidence, at least for today, that “No one else will do this for you”. And if they can get you in the door today, they have a chance to win you over as a regular customer, long after the special is done and gone. When was the last time a decent restaurant offered your kids a free meal?
What about you & your business?
Can you offer me something none of your competitors will? A definite benefit that no one else would be generous enough to offer? A specific promise no one else would be bold enough to give?
Most businesses I consult with don’t have a unique selling proposition at all. They’re happier to play in the safer middle ground of not promising anything too special, too different. Problem is, it’s not safe at all.
It’s risky business to be the same as your competitors. It means you have to rely heavily on price. It means you had better be nearer to me, easier to reach than your competition. It means at anytime, I could switch to someone else and forget all about you. It means, if you close down today, I might not even notice.
DV8 promises “steaks you leave home for”. Are their steaks that good? I don’t know. What I do know is that if Kids eat free today, and can have fun in the play room while I relax for an hour, then I might just find out.
Quick 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 before, it’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.
Once you read my first sentence, you’re off on a journey to discovering one of the most important things you’ll ever learn about marketing. So important in fact that many an expert has claimed this one secret alone can be responsible for as much as 80% of your marketing success sometimes. Personally, i consider it the second most important thing.
And here it is Continue reading
As I see it, marketing is so pertinent, so basic to everyday life, that every student should be taught the subject. It’s right up there with Maths, English and How to rob a bank.
And I’m serious about that last one.
One reason we have such poor pass rates In schools, is that teachers and parents alike, don’t know how to market learning to kids. I’d have paid much more attention in class if someone had said “Max, these are the sort of skills that super agents and evil geniuses use to take over the world!”
Heck, I’d have become the national home-work champion!
You’ll be marketing yourself your whole life. It’s how you get that girl to marry you, how you get past the job interview or score a big promotion. It’s how you start a movement about something you care about, or get your kids to fall in love with homework.
And as a special bonus, You can even use it to sell products and services.
So 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!
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.
Firstly though, did you know that in advertising and marketing in general, nothing has as big an impact on your results as your headline?
People read your headline before anything else and decide on that basis, whether or not to read further (just like you did with this article).
Now there are quite a few ways to improve your marketing message, and today I want to talk about a really simple, yet mind-blowingly powerful concept…summed up in just two words… Continue reading