Tag: advertising

Scripts

FabrizioLeave a comment

Scripts are out there, they are easy to replicate and scale.

Script #1 – Send LinkedIn contact request faking interest in profile, then send follow up pitch upon acceptance of request.

Script #2 – Collate information you find on Google in an eBook, gate the eBook to collect email addresses, then sequence them.

Script #3 – Map what competitors have on their blog, then have a piece of content to match all topics, possibly changing the content only marginally.

There are more. The problem is that they work for about 10 minutes, then they are old, start annoying people, and you are left wondering why.

If you want to stand out, you have to do something that is not scripted.

It’s not easy.

It’s not supposed to.

Incremental

FabrizioLeave a comment

It’s difficult for any content creator to accept that people – some people, most people – don’t want to hear from them. Just as it is difficult for a founder to accept that customers – some customers, most customers – don’t want to do business with them.

It really is nothing personal. We are all overwhelmed by constant busyness, plus not everything is for everybody.

Of course, the only way to overcome this is to make what you do indispensable for 1, 10, 50, 1000, 10000 people. It’s incremental, and it starts from just a few. If you think at 1000000 from day 1, you have lost already.

Seeking themselves

FabrizioLeave a comment

Why should people follow you?

Why should they comment on your social media posts, subscribe to your newsletter, download your latest research, share and spread your word?

As a marketer, if you are not constantly asking yourself this, you will not succeed.

Also, if your are answer is, “to become a new lead”, you will not succeed.

People are not out there seeking you. They are out there seeking themselves.

The committee

FabrizioLeave a comment

All great marketing was challenged. At some point, by someone.

And so, if everybody likes what the marketing team produces, they are probably on the wrong track.

The truth is, you don’t know what is going to work or what will be great. So never have a committee preemptively trying to determine that.

Image from Marketoonist.

Reconsider the system

FabrizioLeave a comment

If you miss your targets once, it’s good to try with more time, more resources, more of whatever you think was missing, without touching the system.

If you miss your targets consistently, then more is just going to be an excuse to delay something inevitable. You have to reconsider the system.