The sun glaring as the sweaty crowd stares down the home stretch, all are on their feet as the heat waves rise off the dirt. Bets crushed in their hands the onlooker adrenaline skyrockets as the terrific beasts come thundering closer and closer to knowing who is going to be in the money.
Ultimately some will launch their beverages and hug complete strangers in the incredible thrill of victory. While some sit back down, wondering why they bothered showing up in the first place.
Each spectator represents a business owner, a blogger, or maybe a marketing team. Each horse embodies a theory, a
hunch, an idea, and a plan; a hope that the wager placed in a strategy will pay off. Which will claim the big prize is only known when the race is run.
Marketing methods have been in the forefront of the mind as business owners, bloggers, and marketing teams for as long as commerce has existed.
It is a constant in any business where the goal is to reach people with a solution or a product that we want to spark their interest in. Many tables, boardroom and kitchen alike, have had a marketing budget laid out upon them with a heavy wonder of what they can be spent on that will most effectively support the goal.
Here is a quick remark from one of my all time favorite entrepreneurial icons, Brett Wilson:
“A lot of entreprenuers focus on, “If you build it, they will come. But marketing is the point of differentiation, I don’t care what the business is.”
That comment certainly in the realm of the truest statements ever.
The market place today is completely saturated with both high, and extremely low caliber marketing ploys and click-baity tactics. A randomly timed and intently annoying slide-in, pop-up, drop-down, bounce around opt-in lurks around every corner and can strike even the swiftest of clickers out there.
Along with the high level of contact that society has with modern marketing, there comes a certain degree of immunity that is inevitable no matter what the newest technique is.
As many know our brains naturally become blind to tactics, or learn to decipher and move past them extremely quickly. But there are still sure-fire ways of winning the hearts and minds of our fellow earth dwellers and their ever-growing defense mechanisms.
It does not have to be super complicated. There does not need to be some discovered edge to capitalize on.
Think of the targeted niche itself being the competitive edge, and it does help to have one in the first place no doubt. But the marketing that follows should be based on one extraordinarily simple concept:
This message may be the most important aspect of past, present, and future marketing that will ever exist.
At an unavoidable moment of marketing-overload, once someone enters your website or your business and is confronted with the ancient practice of authenticity: It is a breath of crisp, fresh air. A feeling of ease passes over them as they begin to feel more comfortable being catered to, rather than being bombarded and badgered.
This theory can be broken down into several different characteristics, but two worth mentioning are as follows:
- Creating a memorable experience based on exceptional or a particular aspect of your customer service.
- Produce value through actual unique content and products that your potential clientele is interested in. Keyword: UNIQUE
Crafting the memorable experience is something that is often completely ignored, while being one of the most crucial points of the interaction between the business and the potential customer.
Now don’t lie to yourself. If you believe that your business and or employees create a truly unforgettable experience, then overhand whatever device you are reading this on across the room because marketing probably isn’t your issue. If this is you:
- Find a wall *, or similarly flat surface.
- Stare at it for hours (or as long as possible).
- Write down all of the possible solutions you can think of.
Something will likely dawn on your eventually.
*Decorative wallpaper is discouraged, it can be very distracting. This memorable experience is gained by seriously catering to your clientele. Online or offline, there better be something that sets you apart from the herd as a person or business that legit cares about catering to the experience of your customer.
Now keep in mind that even if your customer experience kicks ass, it has to be backed up by unique content or products. You have them in a good head-space with the service, and now you pull back the curtain on all the fantastic things you have to offer them and they simply can’t believe they have found this gem of a place.
They will definitely probably buy something. They may even make it part of their routine.
There lies another significance in this theory as well.
Utilizing outstanding customer service and unique products will hopefully inspire your visitor to tell your story to others. Give them a story to tell , and even better give them a way to easily spread the message.
This is a winning combination.
Naturally some other items come into play such as market conditions and location of course. But these aspects of creating a meaningful time between you and the customer are paramount to the chance of success for the business.
If you are climbing that brick wall trying to figure out the best way to invest money in marketing, think of these things. Think of what you can do for your customer to create a special place for them.
What will persuade them to share their story of the experience with everyone they know. You probably wont regret this thought process.
Cheers all, and good luck.