Add another layer to your #Business literacy. We at Serebral360° would love to know if the Forbes – Entrepreneurs article was helpful, leave a comment, like and share. Let’s dive in and discuss the information and put it to use to grow your business. #BusinessStrategy #ContentMarketing #WebDevelopment #BrandStrategy
Info@serebral360.com 762.333.1807 www.serebral360.com
Grap a copy of our NEW Business Stratgety Books #FFSS VOL1 and #FFSS VOL2
Two of my favorite things in life are baseball and great movies, so it would surprise no one that I love
Field of Dreams
. Nominated for three Academy Awards, including Best Picture, and deemed “culturally, historically or aesthetically significant” by the
Library of Congress
Field of Dreams
is perhaps best remembered for its most famous line, the words of wisdom that inspired the movie’s main character, Ray Kinsella, to transform his Iowa cornfield into a ballpark: “If you build it, he will come.”
Memorable catchphrases from classic movies are often used to draw broader lessons, and many entrepreneurs believe that if they build a great product, customers will automatically follow. But in the real world, if you build it, your audience will not come — unless you can effectively market. You need a strong sales and marketing effort to get your product in the hands of consumers. In other words, on an organizational level, you need to promote.
As critical as it is to get the word out, many marketing campaigns and sales tactics actually repel customers. Being too promotional is off-putting, counterproductive and self-defeating. So, how can entrepreneurs, salespeople and marketers walk the fine line of actively promoting without being too promotional? Here are three best practices everyone should follow:
Marketers often advocate a “shock and awe” approach to brand building. When you are trying to establish awareness within the marketplace and gain mindshare, it is essential to get in front of your target audience. With all of the noise out there, it usually takes several touch points for brands to actually connect with consumers, let alone resonate with them to the point that business will be transacted. Even the most memorable commercials are run over and over and over.
But even when aggressively marketing, it is important to remember that less can be more. Make your point and do so memorably – but being overly promotional can backfire. If you send out newsletters too often, recipients will unsubscribe. If you are too blatant in promoting yourself or your company on social media, people will be turned off and will unfollow you. Embrace subtlety in your messaging and in your overall philosophy toward promotional marketing.
Educate your audience.
A great way to promote without being promotional is by marketing through education. Blog posts that actually provide value to readers are far more likely to be read and shared than posts oriented around describing how good your products and services are. If a newsletter educates you on a topic of interest to you, you will actually look forward to it rather than looking forward to unsubscribing from it.
Several years ago, we noticed a lot of people unsubscribing from our newsletters for Beverly Hills Chairs, our e-commerce office furniture company. While the person running the campaign was focused on getting the Beverly Hills Chairs name out there, he annoyed people with the frequency with which he sent emails, leading to opt-outs. The newsletters themselves did not provide meaningful value — they promoted deals and promoted products but rarely provided educational value to readers.
On the contrary, we have observed that the Cigar 101 section on Custom Tobacco, our e-commerce custom cigar business, has attracted lots of customers, as we created a bible for anyone interested in learning about cigars and have it on the website. Content marketing is a great way to get in front and stay in of customers and to effectively promote without being overtly promotional.
Authenticity is key.
No matter how often you are promoting something, it is important to believe in what you are selling. Great salespeople sell products and services they do not believe in all the time, but when you actually do believe in your offering, you will be exponentially more effective. Passion is contagious but hard to manufacture. When something excites you, the excitement can rub off on your audience. But when you are truly indifferent, savvy customers will recognize your apathy and more aggressively question your value proposition.
Before promoting a product, service or even yourself, make sure that you are genuinely excited about your offering. The difference between intriguing your audience and being too promotional can be your own conviction.
December 26, 2018 at 07:43AM
Forbes – Entrepreneurs