Tell me if this sounds familar.
You have read all the books, gone on the courses, maybe even invested in some marketing “experts” to help with your marketing.
And for a while it worked. You started to see some return on your investment. Sales increased. Then things slowed down and you were back to where you were.
And it’s not your fault. The marketing “experts” used to be “experts”. But in the marketing landscape of 2012, those techniques no longer work and here’s why.
Traditional marketing follows the theory that if the market wants something then if you put something out there in that space and position it correctly people will buy it. This just doesnt work anymore for a reason.
People are predisposed to ignore you. They have to. There is so much information flying in their direction that they make decisions in nanoseconds to just keep up.
So marketing experts then said “you need to stand out more! Differentiate yourself!”
The only problem with this is that people diversified and differenitated themselves so much that it went full circle and now no one is differentiated.
What is the purpose of all marketing messages? To connect with someone for long enough that they will not click “back” or throw you in the recycling bin. And how do we do this?
By first speaking to the indiviudal on a personal basis.
Here I mean approach your prospective clients as you would a friend. As a person you respect.
Here’s the test. Imagine you are checking your emails and you see an email from your best friend.
You know they’ve got something of interest to tell you and you trust them to not send you spam. You then open the email and read what they have written and usually respond to thank them at least.
What has been your experience? Amongst all the noise and shouting of people trying to get your attention the person who speaks quietly and get’s through.
There are a lot of ways to do this. Firstly become an expert of understanding human psychology – afterall it underpins everything we ever do – or at the very least find someone who is that is.