Roy's Blog: Marketing

October 31, 2011

What Does a Customer SECRET Look Like?

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Mass Market Gambling
POINTS. Man’s Ascent to ZERO
Are You a Human Being Lover?

Marketing 101 deals with customer NEEDS. BE DiFFERENT Marketing focuses on their SECRETS.

The notion is that we basically have our needs satisfied these days which thus leads us to purchase services and stuff on the basis of what we WANT and DESIRE.

Wants and desires, in turn, are driven by the Secrets we hold as unique individuals. And if we can discover the Secrets of our prospect we will be in a good position to deliver something that she wants or desires.

What’s a SECRET? What are the dimensions of a person’s life that matter the most to them? What are the emotional drivers that make her who she is? What makes her happy? All questions that lead to Secret discovery.

A Secret reveals itself as a habit, bias, dream, hope, skill, competency, lifestyle choice. family priority, ego drive, friendship affinity, recreation or entertainment choice.

A Secret speaks to who she is and what makes her tick. Dig and discover. Ask questions. Learn. Use Secrets to power your marketing machine.

Reap the rewards of a Fan who will shout you to others.

Cheers,
Roy

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October 27, 2011

Mass Market Gambling

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A Press Release is Another Way to Pass Gas
POINTS. Man’s Ascent to ZERO
Are You a Human Being Lover?
I know the odds of winning at Blackjack are low. And hitting a jackpot at the slots is but a remote possibility. But businesses that continue to target the ‘average’ customer through traditional mass market media have even a LOWER chance if success.

These organizations continue to invest ridiculous sums of money in this shotgun method hoping their message will land on someone who will fall for their value proposition and buy their product or service.

The reality is that products diluted to try to appeal to everyone and marketing messages pushed to huge audiences resonate with no one.

Those who continue to follow this approach are taking a HUGE gamble with their money.

Save it for Blackjack. You should at least have fun losing your money.

Cheers,
Roy

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October 17, 2011

A Press Release is Only Another Way to Pass Gas

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Simpletons
Working Harder is NOT a Winning Strategy
Best of Breed is STILL Part of the Herd
Reading Mitch Joel’s book Six Pixels Of Separation. Another good read on Social Media and building personal brands online. He used the famous Press Release as an example of how NOT to communicate to your fans. He alleges (and I agree) that the language and tone of a Press Release is insulting to it’s readers.

Corporate-speak done this way really is just another way of pushing a message out with enough pressure someone hopes will have it reach the masses. Gas is Gas. It’s invisible. It results in short term benefits.

It’s a relief. It can turn off those around you. It makes it hard to breathe.

Does Gas create communication? Yup, but will you remember it? Probably for a nano-second until the air clears but not long after.

A Press Release is Corporate Gas. The language used is foul. Get past this tired way of (ineffectively) communicating with the market.

How about personal engagement?

Cheers,
Roy

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September 26, 2011

What About Me?

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Let the Numbers Speak
What If You Could ONLY Do 3 Things?
The Silver Bullet for Leaders

I am really concerned about the marketing that pervades our world these days. Particularly when it comes to growing revenues. Acquiring NEW customers is in the sights of marketing folks as the number one way to achieve growth. And there are many Carrot Offers out there to entice people to switch from their current supper to another. “Switch to me and I’ll give you 10,000 Aeroplan Points.” “Switch to me and get 25% off for the next three months.”

All great deals for people who currently don’t do business you! But what are you doing for those folks who have been loyal to you for the past 10 years or longer? What about those who may have liked you enough to have recommended you to others?

Its such a travesty! So inconsiderate! You are prepared to give a great offer to someone who does business with someone else in hopes she will come to you and stay? What makes you think she will be loyal to you if you convinced her to leave her previous supplier. False logic. And a double whammy.

One: you don’t really generate a new long term revenue source. Two: you piss off your loyal Fans who WILL find out how you have treated others in favor of them.

Smart marketing?

Dumb! BE DiFFERENT: take care of your Fans. Give THEM your best Offers FIRST. Trust that they will spread your word to their friends and create growth opportunities for your business. Turning your back on your Fans is NOT the way to grow your business.

But it is an awesome way to KILL it.

Cheers,
Roy

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