The Mistakes Marketers Make

When was the last time you bought a product or service based on an ad?

I honestly can't remember the last time I bought a product or service based on an ad. Most of the products or services I have bought recently were either recommended to me by a friend, or recommended to me by someone I admire (i.e. authors, influencers, etc), or because I had been buying a particular product or service for so long that I can't remember the initial ad that might have enticed me to buy the product or service.

And yet, we are bombarded by ads everywhere, from our TVs to the internet to posters to the logos on the products themselves, all fighting for our attention.

So, what gives? Why don't we buy more products and services based on ads?

The answer:

It's because there are so many ads that we tune out and don't pay attention to them.

When you watch TV, do you more often than not watch each ad to see what product or service ads have to offer you? Or do you turn to the person next to you and talk to them? Or go to the bathroom? Or do anything else, except watch the ad?

And even though it feels that no one pays attention to our current ads, marketers continue to run ads that only further saturate the marketplace.

Why?

Because of the 0.1 to 3% conversion rate?

Because it's measurable?

Because it's what they're used to?

Because they're afraid to change their marketing strategies?

There are probably many different reasons as to why marketers continue to run ads. But continuing to pay large amounts of money to create ads that almost no one pays attention to is not the smartest way to market your product or service.

So, here are a number strategies that I recommend for any business to earn more money:

1) Give.

To most, this probably seems like a stupid and counterproductive strategy. If you're giving away a product or service, then it seems as if you're just losing your product or service and won't get anything in return.

But most view the idea giving incorrectly.

There is no such thing as something for nothing. So, when we give, we receive.

See, giving doesn't mean we lose what we've given and that's it, forever.

Giving is an investment.

By giving, we begin a relationship between us and the stranger, that allows for the flow of giving and receiving between both parties.

And over time, as this flow of giving and receiving continues, trust is built, encouraging the consumer to buy whatever products or services you have to offer.

2) Improve the product or service.

What is quality?

Quality is such an abstract and relative idea that no one can define.

So, how can we improve a product or service when we can't define what is of quality and what is not of quality?

The answer:

Make the product or service distinct and constantly giving value.

By making the product or service distinct, the product or service stands out from the other products and services and thus, grabs a stranger's attention.

But once the stranger's attention has been caught, the product or service should not only give value to the stranger, so that the stranger opts-in and buys the product or service but should also continue to give value to them to continue the relationship between you and the customer.

And what happens is by making a product or service distinct and constantly giving value, the customer interprets the product or service as quality.

3) Care for your employees.

Whether it is just you in your business, or there are many others under you, caring for everyone in the business helps to sell more products or services that many businesses can't fathom.

And it's obvious why.

When we feel better, we do better.

If all the employees of a business feel bad, then they'll do bad work. But if all the employees of a business feel good, then they'll do good work, and that'll make their customers feel good and allow for a smoother flow of giving and receiving between you and the customer.

It is easy to assume that because the employer is paying the employee to do a job that the employee should be happy. But this is naive.

We're all human. And we all have different requirements to be met.

And because of this, the employer should help every employee to meet their requirements.

If an employee is upset, then help that employee with whatever is making them upset.

If employees are having conflicts with each other, solve the conflicts.

If an employee has unexpected bills to pay because of an accident or something of that nature, then help the employee to pay those bills.

It is not hard to care. It is free to care. And caring will improve any business.

4) Be honest.

With all the coercion going on in the marketplace, in the media, in politics, and in many other areas of life, being honest makes you stand out and allows the business to sustain trust.

Even if you make a mistake, own up to it. It's better than hiding the mistake and then being found out later (which always happens) because that'll destroy all the relationships have been built over time and form a stigma around you that'll make it much more difficult to create trust with strangers.

5) Focus on the tribe.

Because the mentality is to build and sustain trusting relationships, money doesn't need to be spent finding new potential customers.

If you already have the customers that are required to sustain your business, then just care for your customers and they'll sustain your business.

And not only will they sustain your business, but because of the trust that has been built, they'll also vouch for you and build the tribe for you. If this happens, then you'll never have to run an ad ever again.

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