What Is The #1 Marketing Secret?
This is Day #3 of my "Get Content Done Challenge." Click here for more details about the challenge. No signup is necessary.
In this video I talk about the #1 Marketing Secret. It's not really a secret, but you'd really think it looking at the way too many marketers market online.
I actually got this from Tyson Zahner and it succinctly said what I try to tell my clients who try to lead their marketing with their brand...
"Effective marketing promotes what your product does, not what it is."
This might seem like a small insignificant difference, but it's huge.
As small businesses, we can't try to market like Coco Cola or McDonalds because we don't have their marketing budget. Big brands like Coco Cola use feel good, emotional marketing tactics to get your attention.
As online entrepreneurs, we will get more visibility, better reach and better conversions by utilising the strategies used by direct response marketers.
Many years ago, we used to receive Rodale Books' periodicals. I knew nothing about direct response marketing back then, but once I started studying direct response marketing, I quickly identified it as the method used by them and Readers Digest.
Basically, these companies would write an advertorial, which as Neville Medhora of Koprwriting.com describes as "an advertisement disguised as a regular piece of content:
[Advertorial] = [Advertisement] + [Editorial Content]"
All I knew back then when reading an advertorial from the likes of Rodale Books, is that by the time I'd done reading the article, the book or item they were promoting was already in my house.
That's the psychological impact you want to have on your audience.
As Tyson Zahner so eloquently put it, "effective marketing is NOT about promoting your specific product, service or opportunity directly. It's about promoting valuable information that would attract the kind of person who would want or need it."
So in the nicest possible way, I'm saying to stop leading your marketing with your brand. Yes, utilise your colours. Yes, use your strapline. Yes, be memorable, but as I recently stated to a client in an email...
Most ads on TV are clever, but they need top dollar to run those ads because they're relying on memorable words and phrases to increase recognition of the brand. The whole point of direct response copywriting is that the benefit and call to action preceed brand recognition, but at the same time underpins the brand and makes it memorable.
The next time you see an ad on TV, compare it to an ad you see on Facebook or YouTube. Most of those ought to be direct response ads.
Want to embark on your own "Get Content Done" Challenge?
Click here for more details about the challenge. No signup is necessary and this isn't a big group thing where I'm bombarding you with live updates etc. I'm just strongly encouraging you to "Get Content Done!"
As I'm sure I've overstated, this is a challenge you can embark on independently to encourage yourself to create more, find your voice and get your message out there.
We can't be messengers if we stay silent! 😊
Here's the link. Just get started. You'll be glad you did.
BTW - notice I've not been posting these daily videos daily. As I get a chance to edit and upload to YouTube, so I've been posting them. Usually every other day. So don't stress yourself thinking you have to upload and write the post immediately. Chillax! 👍🏽😃
Keep the dream alive!