small business marketing
The 7 Secrets Of Persuasion by James C. Crimmins, PhD. has it all. Well, almost all. Crimmins steps through all the rules, or “secrets,” of persuading your target audience. It turns out the one big overarching secret is to use emotion, not facts. But what he doesn’t quite do is step through the process of putting together your very own persuasive marketing message.
We’re going to put together a marketing message, one almost any business would use. Then we’re going to tear it apart, and rebuild it using those 7 secrets.
Let’s think about our initial message. We want to tell people something positive about our business – our services, our products. Then we want them to reach out and contact us, maybe put themselves on our email list.
Now, I’m going to explain it slightly differently. We want to persuade our target audience. First, we want to persuade them to listen to our message. Then, we want to persuade them that we have a solution to their problem or situation. Finally, we’re going to persuade them that they need to be on our contact list.
The first explanation will give us one message. The second explanation will give us an entirely different one.
Let’s put together a short marketing message for a sample company. Before you start yelling, “It’s not what my business does,” please realize that you can substitute the names, features and benefits of your business for those in this generic message, and 99 times out of a hundred, the resulting message will sound perfectly fine. Obviously I’m putting this in written form, but you could also use it as a script for an audio or video message as well. Let’s take a look at our sample message.
At CleanCo, we use the Steam-o-mat 5000 to clean both residential and commercial carpet installations. When you hire us, you get:
A team with over 25 years of combined experience
Organic cleaning solutions which leave no harmful residue
A system that draws the most dirt, and the most moisture, out of the carpets we clean
A 3-month guarantee – we’ll clean any minor stain on the area we serviced free of charge
When it’s mission-critical you get your carpets cleaned fast, and cleaned well, call CleanCo. For more information and a coupon for 10% off, please visit our website.
Company name mentions at bottom and top
Call to action
Two calls to action, both weak
No hard time limit or deadline
All fact, no emotion
Two target markets (residential and commercial)
Fake professional language – “mission-critical”
Now let’s take the guts of this message, and use two different emotions to frame the message. We’re going to use as many of Crimmins’ 7 Secrets as we can in crafting each message. Please note: just because we’re not mentioning the features and benefits of our service in the following messages, doesn’t mean they don’t still apply. Since people buy with emotion and justify with reason, having those benefits is still applicable.
Pet feces. Toxic chemicals. Insect larvae waiting to infect your skin and lungs. Don’t let your carpets make your employees and visitors sick. Keep your costs down by keeping workers healthy and clean your carpets every quarter. Steam cleaning isn’t just for making your carpets pretty – you’re improving the health of your visitors, your employees, and yourself! You will enjoy a healthier workplace. You will literally breathe better every day. Call CleanCo now to schedule a visit from our expert team this week.
6 out of seven secrets (if we add a picture or mood music)
Ends with a strong call to action & deadline
No Secret #4 – Unearth info
Picture you add may not be “art” (Secret #7)
The design of your workplace is beautiful. You and your employees enjoy working here. But building a work environment is just the first step. Keep the quality of life, and real estate value, high by cleaning the carpets this quarter. You want to provide a clean, healthy work environment for yourself and your employees. Start from the ground up by calling CleanCo today. Feel healthier and happier, breathe easier, with a clean carpet under your feet. Your visitors, your employees – you will have a better work day! What’s your biggest reason for NOT steam cleaning more often? We want to know! Call now to tell us, and to schedule a visit from our expert team this week.
All 7 Secrets (with picture or music)
Still no testimonials
Your task now is to take the examples above and craft your own emotional message, aimed squarely at the gut of your target market!
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Introducing how to START Affiliate Markeitng SMALL BUSINESS in 2017. Top 10 Affiliate Networks & HELP – https://goo.gl/W4pmZT
Do you want to start your affiliate marketing business as part time? then, understand the facts behind successful affiliate marketing strategies.
This video helps you to get proper ideas about how successful affiliate marketers are making good amount of income with this small business. You can start this affiliate marketing small business with zero investment. So, start with youtube, blogspot, wordpress or other social networking sites and promote affiliate links by providing good amount of information and suggestion about particualar product.
Well, this video is not full video about learning affiliate marketing but, you can get some ideas about it. If you want to learn more about this small business then, ask your questions in comment box.
Thanks for watching how to start affiliate marketing small business in 2017.
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Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world.
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To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us.
Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe.
But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back!
The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!!
And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles.
What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about!
Apple spends a fortune on advertising — you’d never know it….you’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired ChiatDay, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).
And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?”
And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases.
But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!
And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways.
And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do!
And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!
A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that.
But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.
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This question and answer came from Episode 3 of the #AskGaryVee show!
Question: What is your advice for small businesses with limited marketing budgets?
Answer: When you’re hustling and you have limited budget, you might think you’re in trouble, but truthfully, the best way to close that financial gap is to work harder. You need a little extra hustle when you’re limited. Put the TV remote down and work a little harder, for a little longer. Tactically, this depends on the business, but business development is always the way to go. Hustle. Knock on doors. Spread your message. With a limited budget, time is really you’re only asset. My advice? Spend more of it working.
Gary Vaynerchuk is a New York Times and Wall Street Journal Best-Selling author, self-taught wine expert, and innovative entrepreneur. Find more at http://garyvaynerchuk.com
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Social media marketing is a HUGE opportunity for small businesses and entrepreneurs to connect with customers, grow brand awareness, and drive sales.
But it also can be a massive challenge for business owners that multiple hats throughout the day. A lack of time and resources to dedicate to social media marketing is a major challenge!
Fortunately, we’ve had the awesome opportunity to speak with hundreds of marketers, business owners, and entrepreneurs who have faced these same social media challenges.
That’s why we’re super excited to share our top 13 (proven) social media marketing strategies that you can try today to help drive real business results.
We had a ton of fun making this episode and so we hope you enjoyed it as well!
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