14 Sep This List of Marketing Rules Never Changes
Marketing methods have changed a lot since the Internet took over our lives. They’ll keep changing, too. But like the few constants in this crazy world – death, taxes, drunks at Mardi Gras – it’s safe to say that this list of marketing rules will never change.
“You have two ears and one mouth for a reason.”
Your teachers were right. When it comes to marketing, you need to listen constantly. Listen for the need, the question, or the opening to a conversation.
Only then can you pipe up with how you can help. (Bonus: People will care that you took the time to listen.)
I would argue that the worst thing you can do is confuse your clients.
Imagine clicking on an email promotion and arriving at a website that looks like it belongs to a different company. That would make me think twice about buying! Instead, I’d think, “Does this company even know what it’s doing?”
Everything in marketing must be consistent:
- The way your logo appears
- Your messaging
- Brand colors
- Your voice
- What you share on social media
- The topics you cover
- How often you blog, post on social media, and send a newsletter
Keep it simple
Sweep up all the jargon, buzzwords, business-speak, and convoluted phrases into a pile. Then set the whole thing on fire.
People understand and remember simple, straightforward messages. And don’t think you’re dumbing things down either by stripping a message down to its essence. It’s much harder to express an idea in five words than 50.
People can sniff out a poseur from a million miles away, so don’t attempt to be someone you’re not.
Be you. You will attract the right clients – the ones who get you, connect with your message, and like you.
If someone doesn’t like you, who cares? They aren’t the ideal client for you anyway.
Measure twice, cut once
I love this saying, even though I don’t work in construction. But the idea carries over to marketing. Check everything twice – spelling, grammar, links, the list of recipients – before you hit the send, post, or tweet button. Once it’s out there, it’s too late.
If you want your clients to pay attention, your message must focus on them, not you. What do they care about? What are their top challenges? How can you help them?
At the end of the day, no one cares about you (other than your mom). They care about what you can do for them.
Unless marketing is helpful and useful, it will just be more noise. It will be ignored, and it will fail.
Your blog post, ebook, email, white paper, event, direct mail, brochure, or video must be valuable to your target market. Help them, and you’ll learn their trust, create a connection, and start building a strong relationship.