In whatever you do, keep things simple.
One button is better than two.
One paragraph is better than two.
One message is better than two.
One minute is better than two.
One goal is better than two.
It takes time and effort to bring things to their most simple form. And it pays off a million times.
Numbers come after stories, and stories others can relate to come after stories we can relate to.
We like to think of the world as a rational place, where people make decisions based on a set of available information. Of course, that is far from what we experience every day.
If you want to inspire action you need to remind this.
Don’t go to marketing with tasks. Go to marketing with ideas.
As marketing owns many of the communication channels of a company, marketers often find themselves swamped with (last minute) requests to push out this or that message. An upcoming webinar. The latest integration. A landing page. A logo to add somewhere. The next newsletter.
Approach marketing with ideas, instead. Ideas are broader, they give marketers the possibility to prioritise, plan, create. They stimulate ownership and foster better organization.
Marketing is not a support function.
You have to give before you can ask.
Lead with your expertise, your point of view, your research, your data, your guests, your knowledge before you actually ask to sign up. Even better, never ask. Set up a vision for your world so unique and appealing that people will want to be part of it without you even having to ask.
Sometimes you might get lucky. You might have people onboard before you have to do anything. That “free trial” banner might get enough curiosity for it to actually have an impact on your top line.
But don’t let luck misdirect you.
You have to give before you can ask.
When you think of differentiating from the competition, whether it is for a product or a job application, the question you should focus on is:
What does my customer most care about?
You might be absolutely the best at doing something, have more vision than anyone else in the market, be the cheaper option. But if that’s not THE critical thing for your customer, you will lose nonetheless.
And perhaps your customer still does not know that your uniqueness is something they will greatly benefit from.
In this case, you have a choice to make: you can try to educate them or you can leverage their emotions with a powerful story of how the future looks like.
Educating very rarely works.
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