Speaking of Marketing

Why Learn More About Social Media

Social media is the "new web."  It is where communication on the web is going.  As a marketer it's my obligation to my clients (not to mention feeding my family!) that I understand social media and be able to use it to grow my business and my clients' businesses.

We all have a choice regarding how we learn something new: jump in; or learn from others who know more than we do.  I've tried the jumping in strategy for several months now with modest results and no success.  No business generated for me or my clients, that is.

I signed up for Social Media Success Summit two days ago and feel I've received my money's worth from the bonus materials already.  Specifically, the tutorial on Twitter by Michael Stelzner.

My reason for signing up for the Summit is to give the learn-from-others strategy a shot.  And I'm glad I did.  My reason for wanting the free ticket is to give it to my technology partner, John Webster.  By having both of us attending, I'll learn more than I would alone.

Join me at my new blog. . .

Click here: I integrated my blog into my main site.

What Happens to Your Customers Happens to You

The title statement really is true, isn't it.  The health of your business is a reflection of the health of your customers' businesses.

So, gulp, how are your customers reacting to the global economic meltdown?  The more important question, really: If their attitudes are changing, and they probably are, what are you doing to stay a step ahead--to stay relevant?  Before you spend any more of your budget, make sure what you're telling your prospects and how you're telling them (your marketing message and methods) have changed along with their current state of mind. 

If your message is wrong you'll shoot blanks.  Never mind the bigger ads, additional website traffic, larger mailings, whatever, you spend money on.  Once you get your message right, then take a look at what needs boosting or changing, then put your budget behind a campaign that connects.

I’ve been through my share of booms and busts over the past 25 years.  I'm a bit like the doctor who doesn't get too excited about your broken leg because he's seen lots of them and, after all, it's not his leg that's broken!

 

We can help you sort out your options and get moving forward, quickly.  I’ve learned a few important lessons when things get tough:

 

You’re always better off acting sooner than later.  The changes you make are always for the better.  Every client I’ve been with through tough times has felt the changes we made made their business fundamentally better.

 

The first thing you should look to is your message.  Things slow down when your customers start buying for different reasons.  If your message isn’t changing with the reasons customers buy. . .well then. . .they start buying from companies that give them reasons that make more sense.  Sound familiar from page one?  It should, it's that important.

 

The changes you make on your own often don’t go far enough.  “But we did this, this and this, and sales have continued to slide.”  I hear that a lot. Without an outside, objective opinion, most changes are nudges when pushes are required to generate results. 

 

Who else is buying what you sell?  There are always customer types that sort of just found you that you’ve never paid much attention to.  Trust me, they can become your new best friends!

 

You may need to fundamentally change your value proposition.  No client I’ve ever worked with willingly embraces this because it’s hard.  But it’s always, always worth it.  Before you say oh, we couldn’t do that, understand it’s rare when you can’t do something that changes and improves your value proposition.

 

People still buy what you sell.  Maybe not as many are buying right now and, while most are likely buying for different reasons, people still buy what you sell.  So the question is how are you going to adjust?

 

I'm not a doom-sayer.  I'm not an "I choose not to participate in the recession" type guy either.  Folks, it is what it is.  I first wrote about "a changing economy" in December of 2007 offering that "things are tougher now than 18 months ago."  And they were.  And things will likely get tougher than they are now.  Well, I say again, folks, it is what it is.  We all need to get over it and start now, not later, look to your message first before you start spending money, guard against making too small a change and be open to changing your value proposition.

 

Are things REALLY that different today?

Yes if you live anywhere that bases much of its economy on people wanting to move there.  Yes if you own stocks.  Yes if you've seen BMW advertising gas mileage.  Yes if you've watched the value of your home go down.  Yes if banks failing bothers you.

Now, before you start feeling sorry for yourself or dismissing me as a whiner, also hear this: 

It is what it is folks and you need to know how to market regardless of what's happening or how people are feeling.

Hell yes things are different today.  So adjust.

Unless people have altogether stopped buying what you sell (they haven't) then you need to understand why they're buying now.  And yes, it will be different than why they bought when you created your brochure/website/sales letters.

Ask them.  They will tell you.  Talk to 10 to get really in-depth conversations with four; that's all you'll need.

Then act.  Become the company your customers need right now, then start spreading the word.

Is There Truth in Marketing?

Someone asked me a question about "truth in marketing."  It's an area I'm asked about a lot.  Is all marketing hype?  Can you be a successful marketer without somehow "tricking" people?  That sort of thing.

It's something I care very much about because: marketing, as practiced today, bloodies many ethical boundaries; and, as a result, I"ve used truthfulness as a powerful tool over the years.  In fact, I've called it my "secret weapon" for my clients many times.  And yes, that paints a rather dismal picture of the level to which most marketing rises. . .because. . .well, it is a rather dismal picture.  Bad for them, good for us.

Here's what I believe-

• Connect with what's important to your audience.

• Set realistic expectations.

• Treat people with respect.

Here's what I mean in the context of "truth in marketing"-

Connect with what's important to your audience

If you do this, you don't need those bombshell claims that fuel the perception that marketing is somehow dishonest (because many of them are).  Show me a hard-to-believe-way-over-the-top claim and I'll show you a lazy marketer.  Why not take the time to understand what's really important to your audience and talk about that instead of some stupid claim you think will really stop 'em?!

Set realistic expectations

So. . .have you ever heard of the concept of word-of-mouth marketing?  Obviously not, if you're the type who pushes every claim to the edge.  Expectations not met means bad word-of-mouth.  People feeling tricked means bad word-of-mouth.  And since the opposite is also true, why wouldn't you want to set realistic expectations, meet them and create an army of salespeople out there who will tell their friends good things about you?

Treat people with respect

I"ll assume you've heard of the internet since you're reading this.  Why, then, would you try to push people into making a decision -- to close them?  Prospects have the control, you don't.  Whether it's face-to-face, on the phone or on the net, people don't like pressure.  Don't pressure them, treat them with respect, and you'll win more business.

The conversation about truth in marketing is less about ethics as it is about simply doing what works.  I believe, no, I know, being honest with people is a better strategy over the long-term.

So, all you lazy marketers out there, keep shoveling the crap.  You provide the contrast that helps my clients stand out!

A Letter from General George Patton Teaches Us About Marketing

I am privileged to know Jimmy Grecco. He's my neighbor.  At 91, this Jersey kid still rides his motorcycle and tells his tales of WWII.  He was a first gunner's mate on the US Dickman attack transport.  They off-loaded the men and supplies onto the landing craft for beach landings. 

I'm linking to a remarkable letter written to the men on the Dickman by Patton before the invasion of Italy.  It is one of Jimmy's prized possessions and he allowed me to scan it:

http://www.doubleyoursales.com/pattonletterweb.pdf

I write a lot of copy for clients with the goal of persuading, which is why I was so taken by this letter.  I will let it speak for itself.

An interesting aside, Jimmy speaks of Patton as "one crazy bastard" (but with huge affection and respect).  Patton was onboard Jimmy's ship and was never without his twin pearl-handled 45s holstered on either side.  Also, and this speaks volumes, Jimmy said Patton insisted on hitting the beach with the first wave.  STANDING UP IN THE LANDING CRAFT.

How to Sell Dessert in Today's Economy to Today's Health-Conscious People

PF Chang's is an upscale Asian food restaurant.  Part of a chain; very successful, very smart people behind it. The waiter brings out little desserts after our meal; cheese cake, black forest cake, all the usual suspects.  Except they're all in little glass containers just a bit larger than a shot glass.  Two bucks each.

Great concept: the small size (fewer bad calories) and small price make it hard to say no. You'll be proud of me--I passed.  But not without appreciating what they did.  And the waiter confirmed what you and I imagined, desserts are flying out the door.

Will FriendFeed be the next Adwords?

 Intelligent argument by Steve Rubel: FriendFeed will become a compelling advertising vehicle(the next Adwords?!), especially with the Millennials.  He makes sense, basically saying that as more and more people spend more and more time in their social online networks (MySpace, Facebook, FriendFeed, Twitter) they will more and more turn their search activities toward those networks.  That is, going for their network’s (people they "hang" with online) opinion on whatever they’re searching on instead of Google’s.  Fascinating, and I believe he’s right.  It's a trend, just wonder how quickly it can be monetized.

Example: I had a client ask for my recommendation for a local PR firm.  Instead of Googling “PR firm Arizona” I went to my Twitter feed (and I believe gave him a better recommendation).

 

Viral Marketing at Its Best

You've likely seen the Budweiser "Swear Jar" net adv.  I've seen it in four languages.  This version has had almost 3 million views and 1,800 comments.  #%*^ing awesome!

Now, obviously, this wasn't cheap to produce.  Most of us only gasp at the amateur video with several hundred thousand views and lament why we can't do that.  But Budweiser probably has $150K invested in production.  But think about the level of viewer engagement you get online versus TV, where this ad would never appear anyway.  A friend sent you a link to this video.  You discovered it on a blog.  And you WATCHED it.  And you may forward it as well.  Yep, #%*^ing awesome!

Here's a more mainstream viral video I can't keep my eyes off of.  It's sponsored by Cadbury Schweppes for their chewing gum Stride, but they take a total hands-off approach to the content.  Everybody I've sent it to has loved it.  The embed is from Vimeo (just under 1,000 views).  It has 3.8 million views and 18K+ comments on YouTube.  In ONE WEEK!!!!

Where the Hell is Matt? (2008) from Matthew Harding on Vimeo.

I don't know if it is working for the brand, but I would be astonished if it isn't a home run.  I hope it is.  With so much me-too marketing that appeals to the our most base instincts, it's so refreshing to see something bold and positive.  If I wore a hat. . .I'd be taking it off now to Stride gum.

Sales Down? Don't Be So Quick to Blame Your Budget

There is the "How" of your marketing and the "Why" of your marketing.  When sales slow down too many of us only look at the How and not enough also look at the Why.

The How: how you deliver your message (ads, brochures, your website, etc.)

The Why: your message (the whys or reasons you give people for buying from you)

From a distance the logic is painfully simple.  Spending more to send the wrong message doesn't make sense.  Why, then, do we do it?  Because we don't think our message could be wrong.  Right?

I mean, after all, quality and customer service are how we built this business!!  It's who we are!!!  How wrong can that be!!!!

Okay, settle down.  I'm not saying change who you are.  I'm saying quality and customer service may not be resonating with customers today like they used to.  You need to find out what is important about who you are with customers NOW and start leading with that message.  Or, change to better fit what is important to customers right now.  Then lead with that.

Obviously, when economic conditions change buying motivations change.  Are times tough for your customers?  Price, selling in smaller quantities, longer terms, etc., might become more important.  Are times great for your customers?  Quick shipment, availability, quality and service might become more important.

Just because you pride yourself on quality and service doesn't mean you aren't more than just those two things.  Give your customers what they need RIGHT NOW.  Make sure your message reflects where your customers are TODAY.