When it comes to growing your business it’s easy to think that a new shiny object or major overhaul is what you need to see massive improvements.
Oftentimes, the complete opposite is true.
In fact, most of the time, the biggest improvements in your business come from little “tweaks” in lots of different areas.
Little tweaks in the right areas can equal big boosts in your bottom line.
The question becomes, “What do you tweak first?”
The answer is your marketing.
Marketing is how you engage, educate, and convert your customers. It’s the first place you’ll see big improvements with little tweaks. Plus, marketing is measurable, so it’s easy to determine what is working and what isn’t (and, if you’re not measuring your marketing that is your first tweak).
Here are seven simple ways to tweak your marketing right now:
1. Speak to one person.
Do you know who your ideal customer is? Do you know what they need most right now? Do you create all of your brochures, web articles, and ads as thought you’re talking directly to them? Most solo entrepreneurs don’t do this out of fear of limiting who they’ll reach. This is wrong thinking. If you want to increase the likelihood that your marketing efforts are going to make you money, you need to focus on reaching one type of customer in your business at a time. Communicate with your target audience as though you’re sitting across a table talking to one single person. The better you know your customer, the better you can engage them, and better results will follow.
2. Be a real human.
You are not a big corporation. You are not crafting a dissertation. People don’t respond as well to formal messaging as they do conversational messaging, because they feel detached from the language. When you talk above your customer, you miss the opportunity to connect with them, and as a result it’s harder for them to trust you. If you’re a writer or grammarian, forgive me, but when it comes to connecting with your customer grammar and technical writing elements just aren’t that important. Write like you speak.
Having trouble finding your “voice” check this out: Finding Your Voice
3. Use attention-grabbing headlines.
The headlines in your client communications are essential. Whether it’s your email subject, your ads, your blog posts, your sales letters, or sales pages headlines will make or break the success of your effort because they get the attention of your reader. Crafty catchy headlines is both an art and a science, but thankfully many uber-smart people have gone before you and left shortcuts to great headlines behind. At the core of every great headline is the need of your ideal customer, so if you nail number one above, you’ve got a head start here. I’m not going to give you the A-Z on crafting headlines, but here’s an incredible resource by Copyblogger to get you started:
4. Make an IRRESISTIBLE offer.
Wanna buy my stuff? No? Hmmm. That’s weird. (I’m being sarcastic).
My point is that you have to do more than ask people to buy. You have to make it worth their while to invest. You have to tell your ideal customer why they should buy from you and what it will do for them. Your offer should eliminate the risk of doing business with you as much as possible, while showing them how much value you’re offering. Basically, your offer needs to make it easy for your ideal customer to say, “YES!”
Need help creating a killer offer? This will help you out: How To Craft A Compelling Offer In 7 Easy Steps
5. Tell your customer EXACTLY what to do.
I know I just told you that asking your ideal customer to buy isn’t enough, but not asking will hurt you even more. When you present your customer with a compelling offer, tell them exactly what to do next. Whether that’s to click a buy button, call for more information, sign up for a consultation, or request free info, make sure you’re crystal clear about what you want them to do. In marketing speak this is called a call to action and you need one in every single piece of communication you create.
Need some quick call to action ideas? Amy’s got some for you here: 5 Effective Call-To-Action Phrases
6. Educate, educate, educate.
Marketing is fun because it’s all about educating your ideal customer. If you love what you do, what you sell, and the outcomes you provide this should be easy. You shouldn’t have any fear around educating (hint: selling) your customer on your products and services. The more educated your customer’s are about who, what, why, and how you do what you do the less risk they perceive in hiring you. Lead with learning and rest will fall into place.
7. Offer up a free sample.
Trust is the currency of customer conversions. If you want your ideal customer to buy from you they have to trust you. Testimonials and case studies are great ways to start building that bridge of trust, but people are more skeptical than they’ve ever been nowadays. If you really want to see an uptick in your marketing efforts start giving customers a risk-free way to test your products and services. Whether it’s by providing free information, a consultation, a trial period, or physical sample, giving prospects the opportunity to peak behind the current will make it much easier for them to come on board.
Now that you know these seven little tweaks, ask yourself, “how many of these tweaks do I have at play in my business?” Chances are you are missing the mark on one or more points. The good news is that these are all EASY fixes. They don’t cost you a ton of money, or a ton of time.
Just a little bit of effort, for really big results. Now…go get your tweak on!