The slow learner in this story? That would be me.
Marketing is hard for me. It’s not intuitive and it’s certainly not logical. There are moments I wonder if it’s all just one big practical joke. The whoopie cushion of small business.
After blood, sweat, and some (in hindsight) hilariously bad marketing efforts, I have learned. Yes I CAN be taught.
Even better, once I’ve learned something bone deep, I can distill, translate and share the lesson with a big bonus – how the lesson learned will boost your bottom line.
Timeless Tips from a Marketing Snail
This post is part of the monthly Word Carnival series of posts. This month, our carnies are exploring the theme of Time Travel, specifically: from where you are now, what one piece of advice would you go back in time to give yourself on your first day in business? Check out more of the Word Carnival series at WordCarnivals.com.
Timeless Marketing Tip #1: Your Clients Hate What You Do
Think about it. Why would anyone pay their hard earned money to have someone else perform a task they love doing? Nobody I know.
Your customers love the results you provide, the product you deliver, the experience you create.
I love numbers, finance, and spreadsheets (shocker, I know). When I first started my business I assumed that my clients did too. Who wouldn’t want to rhapsody about the esoteric financial functions in Excel, or discuss five different ways to calculate the cost of capital?
Done laughing yet?
Never forget your target customers are NOT you. That’s why they need you.
Timeless Marketing Tip #2: Photoshop does NOT Make You a Graphic Designer
You’ve heard the expression that a picture is worth 1,000 words? Well here’s two pictures, and they’re worth about 1 million blushes of embarrassment from me.
Once you’ve finished laughing, close Photoshop and call a professional.
Timeless Marketing Tip #3: The Attention Span of a Gnat
Assume your audience will listen for 10 seconds (if you’re lucky).
Assume your audience needs to be told the same thing at least 5 different ways (without being snarky).
Assume your audience needs to see the same thing, the same image, the same message 7 times (studies show…).
Getting the picture?
Assume your target market has the attention span of a gnat. Even if they’ve clawed their way up to gerbil, if you aim for the gnat you’ll hit a home run.
Final Thoughts
If a logic based, number loving, spreadsheet enthusiast like me can learn marketing then so can you! Effective marketing grows your bottom line – you can’t make a profit if you don’t make any sales.
Looking for a place to invest that extra moolah? Why not get The Idea Incubator. A board game that helps you vet, refine and launch business ideas (including marketing ones!) in under 30 minutes.
I’d love to have you share one of your blush worthy marketing moments below. Or add your guess on what in the world I was trying to say or express with my original logo? Gold star for the idea that makes me laugh the loudest.
I love your posts. You never disappoint and I always leave laughing. And yes, that first logo was hilarious. Great marketing lessons, Nicole! So glad you’ve found your way.
Glad I made you laugh. (Word Chef) hats off to you Tea for being such an inspiration along the way.
Wow–I never saw your old logo. All I can think is they have no heads!!! Maybe it was a cautionary tale to not lose one’s head over money matters. But, um, yeah… so glad you found a new direction for that one!
Scraps that’s a good one… Totally NOT what I was going for, but hilarious. Looking back it’s embarrassing and funny all at the same time. However I put it out there so others can see why I say – Hire a Graphic Designer for your logo!
Preach it! So let me go point by point because they are all fabulous.
1. I love the perspective shift of thinking about what you do in terms of your customers hating it. WE love what we do… but that isn’t the case for our customers! That’s a total eye-opener.
2. GAH! A thing I have been combating since my first day in business. Also, being able to do the one-click WordPress install doesn’t make you a developer and stringing 2 sentences together doesn’t make you a copywritier… and owning a hammer does not make you a carpenter which is why when my curtains need hanging I CALL THE MAN.
3. yup.
Love it, and advice we would be wise to remember every darn day we are in business!
I debated the wording of point 1, but I realized I needed to get people’s attention.
I’m going to use the one-click WP and the stringing two sentences together as well. Classic!
I laughed out loud when I read this, Nicole, because I could totally relate. It’s taken some time, but I’ve finally learned that the combination of #1 and #3 means I need to explain what I do and how it can help clients as simply as possible. As for the logo, I’ve got quite a few bad ones in my history, too.
/Happy Dance/ It makes my day when readers say they laughed out loud. I hate to say that misery loves company, but it’s reassuring to hear you too have made some logo missteps.
Hahaha! OMG! I had totally forgotten about that old logo! Wowza! Glad I could help save you from that one!
But, I will say, that as someone that has nudged you with your marketing all along the way you HAVE come along way (pats self on back) and sometimes when we are brainstorming I wonder who the communications expert really is anymore (which honesty is simply exciting to see).
As always the A+ student!
Laura you and Cynthia Levesque saved my bacon with the new logo. I forget how much until I look at them side by side.
Story of my life – always the A student, never the cool kid. Where’s my apple?
Nicole, everything in this post is golden! I read the first one and said, “what?” to the headline. Then read the content. So true. Clients don’t love what we do, but they do want the results we can offer them. And those logos were priceless! LOL.
He he. Yes I did make the first title inflammatory. I wanted to people to question it and think about it. It may be more true for some of us (like me) than others, but it pays to remember it at all times.
Just when I thought I couldn’t muster up giggles with more gusto (your post is a HOOT!), I read Carol Lynn’s comment — “stringing 2 sentences together does not make you a copywriter.” !!!LOL!!!
Thank you for the most entertaining post I’ve read all week and for your undeniable pearls of blast-from-the-past wisdom. 🙂
Giggles, hoots and belly laughs are all on the menu here. I’ve already told Carol Lynn that I’m stealing her string 2 sentences together.
BAHAHAHAHAH,hahaha, haha, HA. Funny girl you.
I had to read #1 over twice. I was like, WAIT, they HATE what I do? Impossible! Oh, wait…she’s got a point.
“Never forget your target customers are NOT you. That’s why they need you.” Yep.
Also, that logo? It’s five inbreeds deep of special. Money minds? Floating money mens? Baby, money’s so big here, heads be disappearing? I don’t know…What WERE you going for?
Love your wit!
Five inbreeds deep of special? I love that description!!!! Definitely storing away for future reference.
I’ve decided I’m not going to explain the logo, because the explanations everyone else offers are so hilarious. Let it remain a mystery, like the pyramids…
Although that first statement is extreme, if you always keep it in mind your marketing efforts will be significantly more effective.
Oh my god, “Owning Photoshop does not make you a graphic designer” – yes, a thousand times yes.
Knowing how to use WordPress doesn’t mean you know how to build websites – and yet I see (daily) a new “wordpress website designer” who slaps a customizable theme onto a one-click-install who has to call me to bail them out. Yuck.
Attention span of a gnat is right – and the loyalty of one, too – especially when it comes to who can help them out of a rut and keep them out of it. Ideally, finding and identifying these jokers ahead of time is important, but knowing what to do with ’em once you’ve got one on your hands is also important.
Great thoughts here Nicole
Completely agree on the WP statement as well. I didn’t realize designer wanna-be’s would then call you for help. Wow.
Poor gnats – they are not coming out well here today. Yes loyalty of a gnat as well. Thanks for stopping by Nick.
Great points. I love what I do but my clients see it as difficult, too time consuming or just no fun. Oh, and that attention span thing–I get it!