marketing

“Why Most Marketing Practices Fail”

marketing

Imagine that you have a product that you want to sell to the public.

But before you go all goo-goo ga-ga for it and spend your entire savings on bringing it to the market, you decide that you would like know beforehand if consumers will buy it or not.

So as brilliant as you are, you decide to use one of marketing oldest tools for gaining consumer research, the survey.

(Que the dramatic music here)

With a few strokes of the pen you’ve put together a nice questionnaire that will see if consumers are looking for a product such as the one you have in mind.

You issue out the survey.

And the waiting begins.

Finally, you get to see if your idea has legs.

And the survey says….Yes, consumers would be interested in purchasing a product like what you have in mind.

Freaking awesome…

You give the green light to go full steam ahead.

Your product goes from concept to something you can actually touch and feel.

Now it’s time to get those consumers to start purchasing, so your product hits the shelves.

But something happens.

No sales.

In fact consumers are looking right past your product.

The reaction to your product is not what those surveys said that you should expect.

So how could those consumer surveys been so far off?

It’s not hard to understand why this happens time and time again with consumer surveys.

Scientists have known the answer to this problem for years.

And it happens because when most people are taking and answering surveys, they do so from a rational state of mind. The part of their brain that makes rational decisions kicks in and gives you a rational answer to your survey question.

But then something else happens when consumers are at the point of purchase

Now when that same consumer is standing in the store and looking to make a purchase, that rational part of their mind that they used to answer your survey, it doesn’t kick in. What happens instead is that your purchasing decision is made by your non-conscious mind. Then your conscious mind kicks in and rationalizes that decision you made with your non-conscious mind.

And your product is left sitting on the shelf. What a bummer.

Understand this about consumers.

Marketing practices that ask consumers about what they would or would not buy, or what they would or would not do will only give you bad data.

Consumers can’t really tell you why they do what they do because the decision to purchase or not to purchase takes place on a non-conscious level and rationalized only after the fact.

And although consumers can’t tell you why they do what they do, you actually still can influence their decisions.

Here’s some really useful information for you about the little piece of grey matter that’s sitting on top of your shoulders.

It responds to a couple of things. With one of those things being familiarity. Familiarity influences you much more than you might think that it does. Familiarity gives you certainty, which in turn limits perceived risk.

But a even bigger benefit comes with familiarity.

Familiarity leads to liking. Studies have shown that if someone likes you then they are much more likely to purchase from you.

In the survey example, once the consumer is in the store and ready to make a purchase, their is no like factor working for you. Purchasing your product comes with a risk. And your mind doesn’t like risk.

So how do you leverage familiarity for your business?

The easiest way for you to leverage familiarity is to attach your business to something that consumers will recognize and make that your starting point. And from there you can later lead them to your product or service.

Let’s sum things up here.

Consumers can’t truly tell you what they like or don’t like because most of the decision making process is done by the non-conscious mind. Only one that is done does your rational mind kick in and justifies that decision you’ve made. This process make using old marketing practices such as surveys useless for getting accurate data.

“Zig Ziglar Motivational Speaking: Can You Develop a Magnetic Personality Like His?”

Zig Ziglar was one of the first motivational speakers slash marketing guru’s that I learned about way back when I was just starting out in the world of marketing.

I was a young marketing cub trying to find my way in the marketing world. Before I had even read any of his books or signed up for any news letter, I was devouring his audio tapes.

Yes, that’s how long ago it was.

CD’s weren’t even that popular yet, and having a Zig Ziglar motivational cassette tape series was actually considered to be cool.

I would listen to his audio’s before I went to sleep at night and it was the first thing I listened to in the morning to get my day started off right.

To here him with his southern drawl, and the stories about his wife whom he’d often to as “Red” would get my day off to a good start.

He was a marketing guru before the term became fashionable.

So how can you become your own marketing guru like Zig Ziglar?

Part of what made zig ziglar such a marketing guru was that he understood people. You have to know how people think and act. You have to know that when people are in certain situations they will think and act in a certain way as well. Often times they will revert back to their reptilian brain.

So for you, here’s what that means.

Study people. What leads them to make buying decisions…

Look for those same things that you find in other people. Is it a common trait. If it is, then make a note of it.

Become a student of behavioral psychology.

You will also want to develop your personality.

Here’s how I got rid of my fear of speaking in public and developed my own winning personality.

This by far was a real shocker to me because I have always had a fear of speaking in public. But I picked this up one day while reading about developing a strong personality.

Would you believe that by simply raising your eyebrows while you talk will actually lower your fears that you have and let you reveal more of your own personality.

Here’s what you do.

Go to your bathroom and start talking. I know, you will be talking to yourself in this exercise, but trust me when I say this will pay off in a more confident you.

Next pay attention to your eyebrows.

Raise them up as you talk. This put’s you in a smiling mode. what you will find is that you start to feel happier and more at ease in this mode. It makes you more inviting to talk to. People will not feel afraid to approach you as they might have in the past.

It’s crazy but it works.

Give it a whirl.

How could having a winning personality catapult your business success? Where do you start with building a can-do attitude? Leave me a comment below to learn how.

“Can 85% of Your Online Marketing Problems Be Solved Using These Six Words”

Back in the late 80’s there used to be this book that had a remarkable success rate for solving the majority of the problems that you would face.

From where to take your clothes for the best dry cleaning to who you should call to get you septic system cleaned by a pro.

You could even find these nifty books in local businesses and could access to them for free.

This book solved most of the problems you would face in your home

Do you have an idea as to which book I migh be referring to?.

The book that I’m referring to is the yellow pages.

Now let me ask you this…

Did you know that there are six simple words that will solve 85% of your marketing problems just like the yellow pages solved most of America’s problems in the 80’s

Before I give you those words,  let’s do a bit of exploring  here.

What kind of things you ask?

How about things like what causes most of your marketing problems in the first place?


Most of your marketing problems are caused by a lack of a proven system. You don’t know what exactly to do
so that you can see an increase in profits from your work.

Questions like what do you put in your ads, what do you test in those ads, or how do I fix broken ads.

Even things like where do you place your ads, or how do you make irresitable offers etc.

These all contribute to your marketing problems.

But when you think about it, marketing comes down to six little words.

I’ll give them to you in just a bit.

But first, more learning. Stick with me here.

There is another question I want to look at with you that needs to be answered.

And that question is…

Why can’t those marketing problems be solved?

To put it simply, it’s because of what I like to call the curious case of the monkey mind.

Let me explain.

Have you ever watched a monkey?

If you have then what you’ll see is that a monkey has a very short attention span.

One minute it can be playing with a banana, and then the next it’s leaping from branch to branch.

Then he will be running around patting himself on the chest.

He just bounces around from one thing to the next.

Well think of the reason why most people can’t solve their marketing problems is because they have monkey mind.

See, when it comes to trying to solve your marketing problems, there are tons and tons of information
you can find out there available that promises to solve your problem.

So what happens is you’ll buy one of these products and give it a whirl.

After a little time goes buy you find that it just isn’t quite working.

Then you’ll hop to next product that makes a big promise of instant relief.

Once again, you’ll give it a try. You’ll see some results, but not the kind like was promised.

And now it’s off you go looking for another product to try.

It’s the monkey mind acting up.

Now I want to give you the solution to the monkey mind and the six words that will solve 85% of your marketing problems.

What words could have the power to solve one of the most common issues that businesses have today.

Well, it’s simply this.

To solve most of your marketing problems you only need to “sell stuff  people want to buy”


That’s it.

Most businesses go out and try to market products and services that most people DON’T want to buy.

They have this great idea for a product or service.

And they seek the opinions of those who are closet to them, which is never a good idea…but I digress.

So they get the encouragement from these close friends and family or from the marketing department.

A couple of surveys are done, and here comes a new product or service.

Doing things that way never leads to any long lasting sales.

If you really want to solve your marketing problems then you need to start marketing products and services that people
are already buying or things that they want to buy.

You need to offer your market products and services that they already desire, and not try to create desire for those products and services yourself.

This is what will solve 85% of your marketing problems.

When you sell products or services that your market already wants to buy or are currently buying, then you will get rid of most of your marketing headaches.

You should never look to create desire in a market. The desire should already be there. Then it simply becomes a matter of directing that already existing desire to your product.

“Are Three Email Links Better Than Two?”

Is there a perfect number of links that you should include in your email marketing message if you want to see increased clickthrough rates?

No, I wouldn’t say there is a perfect number, however I can say that there is a number that works better than others.

Before I give you that number, how about I give you a little background on how I came across this number.

One is not the magic number

In this case I wanted to see if having one link in my autoresponder email message would have a effect on my clickthroughs so I added a link right at the very top of my outgoing message.

It received quite a few hits, but the message still needed to be tested further.

I needed to establish a baseline to start off with.

Next came the A-B split test to see the best position of the link.

I tested the baseline message with it having a link at the top versus a message having a link in the middle of the body copy.

The email message with the link at the top beat out the message with the link in the middle.

My next test showed something very interesting.

When I placed the link at the bottom of my email in the p.s. it didn’t beat out the message with the link at the top, but it did beat out the message with the link in the middle. Go figure.

People have a tendency to skip down to the bottom of your message and read you p.s. rather than stoping in the middle of what they are reading to click on a message.

So now it was time to test out the winner versus the newest challenger

The next choice was to test the email champion with one link at the top versus an email with two links. Now the pressure is on right?

Will the reigning champion hold on to his title?

I’m sorry to have to report to you that we had an upset , and a new champ was crowned.

Here’s what I tested

I tested email messages with:

1. A link at the top and one in the middle

2. A link at the top and one in the p.s.

Both of those beat out the message with just a link at the top.

In fact the message with a link at the top and one in the p.s. came out with the best results.

The results are in and a new champion now has to defend his title.

The big test is now about to happen.

Will the email message with 2 links to my offer hold up against the magic number 3?

Not at all.

Here’s what I learned about the magic number “3”

By having 3 links in my messages as compared to just one or two clearly beat out the competition.

The structure was simple.

One link just after the intro of your message. Then another link in the middle and lastly, one in your p.s.

Every one of your messages should have a p.s. in it that includes a link.

What works best for me is the 3 link option.

Test out these results in your email marketing messages.

Next step: What do your customers think? What would it take to make them buy? In psychological marketing tactics I will show you how to form communication pieces that will make people buy from you. Leave me a comment below and when there are 10 comments, I will put the course into motion.

“I Felt Silly Selling Mobile Marketing Services To Small Business Owners?”

Why is selling mobile marketing services to small business owners so hard?

Well, first off you have to understand that there is a disconnect with small business owners when it comes to mobile marketing.

Most small business owners don’t see the value of mobile marketing. With so many day to day items to be concerned about, mobile marketing just doesn’t pop on their radar.

The biggest mistake people make when selling mobile marketing

This by far is the biggest mistake that I see made when selling mobile marketing to small businesses…and that is the mistake of results.

Small business owners are generally stressed out. They have a lot of things going on so what they don’t need is you coming to them to offer them  something else to add to their already large list of things to do.

What they want is bottom line results.

You have to show them how their business will be better then their competition because of mobile marketing

What they want is to know how that mobile marketing service will translate into new customers and new dollars coming through to their business.

Way to often I see marketers pitching their technology and how they have the latest thing-a-ma-bob.

They don’t care about your new technology.

What they do care about is what works

One experiment I did that got a small business owner jumping for joy to use mobile marketing was to set up a campaign and delivered results right there on the spot.

See one of the secrets that top salesman know about selling is the power of demonstration. I showed the business owner how I could supply fresh leads to them on a regular basis through mobile marketing…and it worked.

I used two services that I could use to generate leads and simply diverted the leads to that customer.

If you want to know about the two lead generation companies I used then leave me a comment on this post.

“How To Generate Leads… and Attract New Customers with Video Marketing”

What exactly is video marketing?

In it’s most simplest form, video marketing is merely the act of putting your sales message on video and using that video to present your sales pitch to your market.

However, as simple as that may sound, you first have to have someone to show that video to. That’s called your lead.

So part of your marketing strategy has to involve generating a qualified lead.

How do you generate leads for your business?

This is the $64,000 dollar question that trips up most people. And although this is too large of a question to try to answer here in this post, I will give you an inside look at one of the methods I’ve used over and over to generate leads that I could show my video marketing message to.

This method uses simple networking in face to face situations. I like using it because it relies on the use of the business card or should I say the lack of a business card.

Here’s how I did it.

As a business owner, I would seek out and find my local chamber of commerce. You can do the same. Every city has some form of a chamber of commerce. I signed up and became a member. You might want to see how much it will cost to become a member. Some fee’s are rather high and others are rather low. You’ll have to find out that info and make a decision.

Once you become a member, they generally have meeting whereby you can meet with other members of the chamber and introduce yourself.

What I would do was as I introduced myself, there would normally be an opportunity to present my business card to the person I was talking to. And somehow..magically I would have lost my business card and would instead…ask for their email address.

Why would you want to say you don’t have a business card?

Because a business card doesn’t present a good opportunity for you to get them to view your video. When they receive your card and by the time they get to a computer or laptop to view your video, too much time has passed and they often forget.

Compare that to when they receive your email and open it up, they are in a position to view your email immediately.

Within that email I give them the video link.

Real simple.

So let’s recap here for a bit.

1. Join your local chamber of commerce

2. Attend your local meetings.

3. When asked for your card, instead ask them for their email.

4. Send them your video marketing message.