Nobody wants to spam their customers, but most do it anyway. Spam isn’t just about the quantity of emails and marketing you do you. It’s also about the quality.
Make a promise to yourself to never underestimate the intelligence of your customer or client. People are much smarter than you give them credit for and every time you send them an email or lead them down a drip campaign that smells like spam, you lose any form of trust that you were hoping to get.
When you are building a business, trust is everything.
Follow these surefire ways to build trust with your future customers.
Marketing messages that over promise and under deliver and sound too good to be true not only smell like spam, they taste like it too. Keep your claims and benefits realistic and believable.
So don’t use unnecessary words to describe your product or service. It’s better to describe what your offer is in a more clear and precise way than to add on adjectives that lose their meaning. Another benefit of writing concise copy – it can be read and understood faster and easier.
Speaking of wasting another’s time, that is exactly what spamming does. If your email or landing page copy takes more than a minute to read or watch you have wasted everyone’s time. Get to the point as soon as you can. People are smarter than you think and don’t enjoy being lead down a long, boring sales funnel.
Especially if you are trying to put a squeeze on their decision making. People are on to your tactics and they aren’t going to buy into your limited time only offer. Knock it off. If they are looking for what you are selling and you have a superior product, they’ll buy it. No need to put the squeeze play on. It’s a total turn off.
Please price your products competitively. The more time it takes to understand how much you want for that product or service you are selling the more frustrated your customer will become. Be upfront and make sure your price is sensitive to competitive pricing. If it’s higher, be prepared to explain why and if it’s too low, you risk looking like a cheaper and lower value offer.
Would you like me to review your marketing messages? Drop me a link at firstname.lastname@example.org – I am happy to connect.
Watch this short tutorial on the three no BS things you must continually do to grow your business.
Most small businesses have a limited budget for marketing and advertising and need to better understand where their promotional dollars will be well-spent.
- Will targeted Facebook ads bring in new memberships or subscriptions?
- How about creative outdoor advertising?
- Maybe collaborating with micro-influencers?
- Partnering with other neighboring businesses?
- Try a refer a friend email campaign with a promotional offer for each friend who signs up? Should we invest in a new service, like a juice bar?
- A direct mailer with a big seasonal discount?
An ongoing approach to market research is the beginning of a blueprint for growth for a business owner and it serves two main purposes.
1. It helps the business become more competitive.
2. It will assist in building a more profitable brand.
Good market research should also tell you (if you are open-minded) what services your customers and clients are not happy with, what needs improvement and what you should be offering that you are not.
Do you have questions about building your business? Drop me a line at email@example.com or comment below.
There are so many well-intentioned marketing companies out there willing to show you how to define your target market, like let’s say websites like BigCommerce (warning boring marketing video alert). The truth is if you are on your game and you are actually selling something you will find that some of your best customers may not be who you intended them to be or who you intended to “target” at all. Sometimes you just get what you get.
For example, we know –
– two twenty-something guys who created a website to help plan parties and special events with your friends that was meant for Brooklyn hipsters and LA surfers but was really loved by middle aged moms from Milwaukee.
– a fashion line created for the progressive design elite BUT purchased by shut-ins from the heart of Pennsylvania. There goes that Instagramable moment.
– deconstructed Japanese apparel makers with a stylish store in Soho who attracted low hanging fruit (majority of their customers who spend the biggest bones) who are plus sized shoppers on menopausal migraine medication hiding their muffin tops in loose swingy silhouettes. Marketing tip – the bones are in the boomers.
– natural, vegan henna hair color for organic loving Whole Food’s shoppers that is meant to cover grey hair but purchased by women as a last resort before they decide to channel their inner silver fox.
– a day spa built for monthly facial and weekly manicures for ambitious or aspiring boardroom babes with the very first consistent paying customer profiled as a sixty-something drag queen who could have used a lot more work than a glycolic peel.
Now these are everyday things. Can you imagine the breadth and depth of unique customers that something like the Cootie Protecting Kissing Shield would attract? Now that would be a fun focus group.