The single biggest thing business struggle with is marketing. If a business were a plane, then marketing is it’s engines. Without engines, it can’t fly. Without marketing, your business won’t work.
Its Like Getting Married
Imagine, going out and proposing to a random stranger?! That’s the real-life equivalent of cold calling. Getting attention, growing interest, then nurturing that burning desire to spend the rest of their life with you... is very similar to the buying process.
In today’s world, everyones trying to propose marriage. Adverts are everywhere, and you can’t really escape the constant interruption of being told to buy. Suddenly, attention is a scarce resource. That makes attention itself valuable (it adds a new meaning to the phrase “pay attention” doesn’t it?). Experts reckon we’re living in an ‘attention economy’, but I don’t think this is accurate enough.
I can get your attention with a pop-up. But you’ll just click away right? What matters is your fascination. We live in a fascination economy where those who can command peoples real interests and attention, win.
Learn to Fascinate
You have nine seconds to build your first impression. Fascination boils down to 7-separate triggers you need to be aware of. Watch Sally Hogshead’s excellent talk on Fascination, explaining the concepts in her book, Fascinate.
Big brands work hard to communicate with you. Billions of dollars on superbowl ads, coupons, billboards and the like. But what happens when other people do the talking for you? Being remarkable is extremely powerful.
You see cows all the time, right? You know what they look like. Cows are average, and average = boring. Not remarkable. So think how remarkable a purple cow might be? Its something different, something that makes you sit up and take notice. Something you want to talk about and share... perfect.
Copywriting is salesmanship in print (not copyrighting - that’s all to do with intellectual property). Its really hard, and few people can master it. Writing itself forces you to think through and articulate your ideas on paper. You can’t write rubbish, ‘cause you’ll look down and read your rubbish and stop. You’ll rethink, and then you’ll try it again.
So now you’re writing for an audience. An audience that might, if you’re successful, part with their hard-earned money for the wares you’re selling. Writing sales copy forces you to think about your offer, your customer and everything that’s important in a deal - its incredibly powerful.
So your ad has gone out and some people see it. Some of them will just “get it” and order right away - they’re the “hot” customers - the rest will ignore the ad and carry on with their daily lives.
The trouble is, some of those people who’ve gotten away will still be burdened with a problem you can solve. With a bit more effort, they might be convinced to buy afterall. These “lukewarm” prospects are exactly the types you need to be following up with somehow - engage them in conversation, earn their permission to talk to them, and try to sell again.
Your Vision Why dreaming big can have such a huge impact on your business, but how "getting real" is what will make your dream a reality.
Personal Strengths How and why to build a business based on your personal strengths, why you should embrace your limitations and how to maximize your talents.
Passion Passion is that unusual force that means you wake up in the morning; here, you'll learn why money doesn't equal passion, how to find your passion and what to do with it.
Resources How to get all the people, the money, the kit and the training you need to make your business actually happen. Without this, you'll be forever frustrated.
Business Mentors Having experienced experts guiding you through this whole "business" landscape is the single fastest-accelerator for your teen business. Discover the secrets to successful networking here.
Masters of Marketing Marketing is the single most misunderstood part of everyday business. Here, get introduced to the Masters of Marketing who will really teach you how to win customers.