Tag: social media

Tell stories

FabrizioLeave a comment

Tell about yourself with examples.

You are not self-motivated, you have started your own solo business and grown it to 200k ARR.

You are not a team player, you have joined a team and found a way to help your peers get the recognition they deserved.

You are not a marketing professional, you have researched audiences for five companies and found the most effective way to build a connection with their audiences.

Don’t tell about labels, tell stories.

That’s how you are going to win us over.

Note: It’s just as valid for products and services.

Do unto others

FabrizioLeave a comment

Do unto others what you would like them do unto you.

Isn’t that THE golden rule?

Be kind to others if you want them to be kind with you.

Be honest and trustworthy with others if you want honesty and trust.

Don’t cheat on others if you don’t like to be cheated on.

But also – with a marketing twist.

Don’t put out there content you would not read yourself.

Keep your forms simple, as you like them when you are the prospect.

Don’t reach out to people after one signal, since you don’t want to book a meeting after downloading a guide.

It’s a golden rule indeed, yet one we fail to practice often.

And the main reason might be that we are inclined to believe that we are somehow special, that we are worthy of forgiveness, that we (and our product, and our services) will always get a second, and a third, and a fourth chance.

The harsh reality is that we are not.

So, do unto others what you would like them to do unto you.

The measurement trap

FabrizioLeave a comment

There are many myths in marketing, that marketers would do better forgetting about. Or at least, putting them in the right context.

A/B testing is one such myth. Not because it doesn’t work, it’s a fantastic idea. But the organisations and the marketing teams that can do A/B testing effectively are only a few.

For that, you need a high enough traffic, a high enough budget, a set-up that allows you to track and compare things, and most importantly consistency and patience. And even when you have all of that, more often than not you will get misleading or contradicting results.

Instead of falling in the measurement trap, focus on basics: who is your customer, what they care about, where do they hang out, why should they pick you. This is going to deliver far more solid results than any weak testing you might be wasting your time with.

And the winner is

FabrizioLeave a comment

What is the value of:

  • An award that has your name on it?
  • An award you have paid money to get?
  • An award that is given to everyone who participates?
  • An award that nobody knows about?
  • An award you and your team have worked hard to achieve?

In the end, most people who visit your website can’t really tell the difference. That’s why awards as marketing tools are little more than organizations talking about themselves.

Start from here and now

FabrizioLeave a comment

Is there more?

Most definitely, there is.

But that’s the wrong question to ask, it’s a question that hides permanent dissatisfaction.

Try instead, what do I have here and now?

When you start from your current situation and accept the tools and means that you have been given, the possibility for more are truly infinite.