Just a few months ago, a few colleagues and myself were picking our brains on what makes the likes of Elon Musk, Steve Jobs, Bill Gates and Warren Buffett successful. Whilst they’re all either pioneering technologists, businessmen or both, they’ve successfully created a strong marketing behind their products. They knew the right move to do.
Why do you need the correct state of mind? A lot of people tend to have issues when it comes to their overall trajectory for the work they do, especially when your sales are starting to go down. When there’s a lot less people going through that door, you will start doubting yourself – and that’s normal.
Marketing success is a combination of wisdom, and understanding what you should do and who are you doing it for. As with any type of work, there will be ups and downs to it. These mindsets are here to minimise such bad situations and help you get up faster from trouble.
If it’s one of those days where nothing is going right for your business, you’re most likely mulling on what you did wrong. We’ve recently talked about the marketing power moves you can do– and there’s a lot more of them out there.
Marketing Success Comes From Methods and Progressions
In any legit marketing endeavour, every campaign that you have needs to be comprised of two things: method and progression. A method is an organised action that, as it goes through an orderly goal, becomes a progression. Methods and progressions result to a system.
Like any system, you need to take everything that works and discard everything that does not and test when you have to. By using a system tailor-made from your own business’ method and progression, you’re allowing for the existence of a consistent experience for everyone.
In simple words, it gives your audience something to expect. People like habits and if you keep the entire experience as uniform and consistent as possible, they would be assured that your system is reliable.
In addition to reliability, systems allow you to get the 7 to 20 touches that you would need to get a sales lead, rather than making a new process every time.
Duct Tape Marketing’s John Jantsch says it perfectly:
“Marketing is just a system and, operated as such, it isn’t any different from many of the other systems needed to run a business. A system creates control, a system guides priorities, a system creates process, a system generates accountability and a way to measure and win the game.”
Create Strong Value and Connections in Your Audience
If there’s an adage that successful marketers have told time and again, it’s that people love being valued and connected to. Every successful advertising and marketing in the world focuses on creating feelings in their customers, crafting value even before they buy from you.
Whether it’s you as a positive force of improvement to their life or you create a negative feeling of fear and nightmare in them and reassuring them that you are a solution to a problem they think they have, you are instilling in them the value of your offer.
Built Visible’s Dani Mansfield made it simple:
“People do not buy things because you like them. They buy them because they like them, or need them.”
Connection is equally as important. The perception that you understand your audience is a strong force to have by your side, and doing so can breed loyalty and a strong bond between you and your market. You are telling them “My product is the best for you” by aiming to get as much value and connection as possible.
…the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level – tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs
How do you do that? Guide them. Handhold your audience to seeing how your offer helps them. Does it save them money? Does it resolve a painful problem? How does it help them get over a task they’ve been mulling about? This is how you breed successful marketing.
Actively Seek Your Ideal Customers
Do you know the primary dilemma that many struggling small businesses have? It’s usually not about the quality of their product or how good their copy is. The issue is that they’re not seeking their audience hard enough.
Many business owners don’t try to go where their perceived perfect customer goes. Go to your preferred customers physically and psychologically. Understand the science behind how they think, how they make decisions, how they behave and how they react.
In Brad Sugars’ Entrepreneur article, he listed multiple ways to do it, which are common to many marketers like myself but are somehow typically forgotten. What’s my take on this?
Break through their world before they even break through yours. Many gaming companies go to game conventions, discuss in community forums and update their audiences in gaming social media pages because they understand that gamers will converge in them.
Once you know how your preferred audience behaves, you’ll know where to find them. Once you do, talk their language. Pick on their brains. See what makes them tick. Knowing how your audience works is hard and requires extensive work, but it is worth it in the end.
Dedicate Time to Master the Art of Marketing
Don’t stop learning. In any endeavour – not just marketing, always make sure to keep learning and updating and taking in new information. Marketing is easy to learn, but it’s one of the hardest things to master. Keep abreast with the trends, change how you approach customers and check for any adjustments that you have to do.
Aluminify CEO AJ Agrawal listed his reason why you shouldn’t stop learning:
“The best entrepreneurs in the world don’t act like they know everything. They all understand the fact that they have to continuously learn to be successful.”
There may be time-tested ways to present offers, but audiences change. As you keep educating yourself, you will see different points of views and different ways to approach your situation. No marketing strategy is a one-size-fits-all. Knowing more gives you a better perspective on how to approach your business.
Marketing success comes from knowing what to change, when to change and what your audience wants.