Ah, marketing, there’s a real trial and error aspect to it.

Last month I announced that I was launching my new romantic comedy, Love Between the Margins. Didn’t know I’m a fiction writer, now, did you?

When folks clicked on the link for the book, it brought them to an April Fool’s pop-up on my page for a course. Did it convert? For some, yes. For others, well, let’s just say I received some emails about a wrong link.

I have two questions for you:

1. What was your best marketing idea?
2. What was your worst? 

Business owners get these ideas (usually inconveniently in the middle of the night or the shower) and think, “THIS is it! This will be the idea that my prospective clients and customers won’t be able to resist!”

Yet they do. Many of them do resist. And many of them never even noticed your marketing at all. 

Ouch.

What happened? It was a great idea. You strategized. You didn’t go into it all willy-nilly. So what gives? I mean come on!

Invisibility in your marketplace is killing your business. Maybe slowly, maybe faster, but it’s obviously, well, sucky. Here are just a few simple reasons why you’re invisible and what you can do about it today.

Why they don’t see you

1. We are cave people: In Get Different I wrote about our innate caveman responses. I mean. Are we humans really made for this much input? I’d argue no, not at all. Think about the first men – they were in survival mode. This means they tuned out noise unless it was something to eat or run away from. Industrialized or not, we’re still wired in the same ways. Remember that your message has to alert your prospects to see, feel, and act. 
2. Lack of consistency and weak messaging: Consistency is key in marketing. If a company’s messaging is inconsistent across different channels or over time, it can confuse consumers and dilute the brand’s identity, making it harder for messages to break through the noise. And, if your marketing message is unclear, bland, or unmemorable, it’s less likely to grab the audience’s attention and make an impact. 
3. Poor targeting: Something you must audit in your marketing is your customer. Do you really know who they are, or do you just assume? And, where are your customers? Insert yourself into their worlds such as social media, masterminds, and speaking events.

My best and worst

Don’t be afraid to edit your marketing strategies and be different. Earlier I asked what your best and worst marketing strategies were. I’ll share mine:

• My best marketing idea: One of the best marketing ideas I’ve had, truly, is being different and not being afraid to take a risk on a new tactic. I can’t give away all the secrets but one technique stands out. When I was launching my last book we had a lot of social proof. From readers’ testimonials to posts holding the book, it was an ideal way for other people to lend weight to the marketing effort.
• My worst marketing idea: When we were launching Fix This Next we wanted to draw attention to the book in a new and different way. So we created Drink This Next. I was so excited about it and I did a lot of investigation to try to figure out a hollowed-out book with a flask…and it was a dud. 

First thing first

1. Know your avatar: Make sure you know who your offering can serve. You may think you know, but take a closer look at what problem your service solves for your customers and clients – that should be your focus.
2. Get personal and be relevant: If a marketing message doesn’t resonate with your target audience or address their specific needs and interests, it’s more likely to be ignored. Your prospective clients and customers are more likely to engage with content that is personally relevant to them.
3. Messaging – be authentic: Strong, compelling messaging that communicates the unique value proposition of a product or service is key to standing out. Think of eye-catching visuals and buzzwords that make your prospect take notice immediately. And, while you’re doing that, maybe avoid the wacky waving inflatable that you see at car dealerships. 

I know. This is a bit to digest and takes some work. I think when many of us started our businesses we were so cash-flow driven that marketing took a back seat. Get that baby in the driver’s seat and make some noise so they can see you!

Wishing you success, health, and wealth.

-Mike

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