2018 is a very public time. Let me explain that further- your business and everything you do within it are under a massive magnifying glass because of the culture of social media. Ten years ago, marketing strategies for Instagram and Facebook didn’t exist. Sales reps were still cold calling trying to get people to purchase the program they were selling.
As I mentioned in my article about How Millennials Are Making Sales in 2018, sales have changed a lot in the past few years as well. But how do we get to the point where we’re even close to making a sale? Marketing.
Oh, the beloved marketing. What’s the first thing that comes to mind when you think of marketing? Probably a Facebook ad, Youtube commercial or sponsored post on Instagram. As we enter a new age of marketing, it’s important to understand the do’s and the don’ts. Ultimately, it’s time to learn how to stop marketing to scarcity.
Recently on The Entrepreneur Before 25 Podcast, I had a marketing expert named Kyree Oliver on the show and his episode blew my mind.
It was so impactful to not only me, but the 25 Tribe that I had to take the key information gleaned from it and filter it into an easily digestible article. If we can get this stuff right when it comes to marketing within our business, we’re going to get a lot of things right.
So sit tight and enjoy the Do’s and Don’ts of Marketing.
THE DON’TS OF MARKETING:
Don’t come across as desperate:
Desperate is the last thing we ever want to come across as in any area of our life. Especially when it comes to our business! What is the number one way that makes you look desperate in your marketing? When people can tell that you’re just looking for a sale. This could come across in your mannerism, or just how quickly you get to talking about your pricing. People can sense more than you realize. So they can especially sense when you’re marketing is coming from a desperate place and negative emotion. To quote Kyree on this Don’t of Marketing, “The people who really matter are going to be able to tell the difference between when you’re just trying to sell something verses when you’re trying to serve.”
Don’t market to scarcity:
Along with desperate marketing, often we end up so desperate for business that we will take everyone and anyone as a client as long as they equate a sale. This is coming out of a scarcity mindset versus an abundance mindset. You don’t want to work with people who don’t identify with what you’re doing.
For example, if you have an entrepreneur mastermind that is targeting a certain kind of individual, don’t accept someone unless they fit that mold. This is easier said than done. Especially since it can be extremely tempting to change your criteria because it means making a big sale.
But don’t fall into that scarcity mentality that’s telling you there is a short supply of business to be had and so you need to grasp for what you can.
Instead, use the rest of the tips in this article to market and be on point with the people that you want to do business with. I promise they are out there! Remember, a few bad clients who don’t fit your ideal avatar can easily take down the whole operation. Market to abundance and keep your boundaries as far as who you will accept and who you won’t.
Don’t inflate your importance in the marketplace:
The difference between where you are and where you pretend to be is a danger zone.
Don’t inflate yourself to the point where you no longer understand regular people. Approach your marketing and messaging with a sense of humility. Assuming that people know who you are and acting like you know it all is not a way to market.
Never forget where you came from, why you’re doing what you’re doing and who you are serving. Telling people about your results is just a tactic of getting your foot in the door and people’s attention. From there, the main priority thing that matters is the connection aspect which we will cover later in this article.
THE DO’S OF MARKETING:
Interview your ideal customer:
More often than not, we throw something out into the world without knowing exactly who that product or service is supposed to be for. In developing your marketing strategy, one of the most valuable things you can do is interview your ideal client. And don’t just interview your ideal client once, the more you interview, the more you’ll start to understand who and what you’re marketing to. We think we know our audience but the more we understand that audience the more we can understand what they actually need. It’s not about what you want to bring them, it’s about what they need. Interviewing multiple people who fit your ideal client avatar is one of the best ways to learn what those needs are that you can market to!
Find a place of connection:
When you know who you’re serving and what their needs are, then comes the connection point. Remember, behind every video view, impression and email is a person. You’re not just dealing with numbers, you’re dealing with human beings. It’s easy to forget that sometimes. When I struggle to get perspective on that, I try to imagine myself on a stage with each of those people on my email list or video views sitting in the audience. That brings that reality to life.
So in your video ads, copy and any other form of marketing you’re creating, make sure it all aligns to find a connection point with your ideal customer.
Remember to look at this in the long term as well. The longevity lies in staying on brand and on message. Handle every potential customer with care because you’re not just looking for this person to buy from you right now. You want them to buy into who you are and how you choose to serve them. Sell because you care for the person, not just the money. Getting people to buy into YOU is the secret. Because of who you are and how you want to show up for them.
All of the tips above can be a lot to take in. But the best way to remedy the Don’ts and turn them into to Do’s is more than you understand your product or service, understand yourself and how you want to show up for people. This will always put you on the right track and snap you back into what really matters. If you know how you’re showing up for your people, you don’t have to worry about anything else. So ask yourself, at a base level, who are your people and how do you want to show up for them? And when you’re recording or writing that ad, keep that at the forefront of your mind at all times.
To summarize the most important aspects of this article, remember the two things that matter the most in marketing is the person you want to show up for and how you’re going to show up for them. It’s at that point that you align everything else.