9 Marketing Mindsets For Success
So, what is marketing?
Marketing is about getting customers for your business.
If you don’t know how to get customers, then you don’t have the security or stability to run a business. It really is THAT simple.
If you asked business owners why their business failed, you will consistently hear a common theme — “I just didn’t have enough customers.”
Failure being so abundant, let’s delve into 9 marketing mindsets that should be maintained when building a #startup, and help lay the foundation of a bona fide marketing machine.
Marketing Mentality #1: Marketing is the KEY moneymaker in your business.
Most activities inside a business cost money, instead of making money. Of all the things you do to make money, marketing makes the most money. It actually re-prioritizes what you need to do every day; it makes you think “What channels should I be utilizing? What platforms should I be active on? How else can I get the word out about my brand?”
Marketing is the single-highest leverage area of your business, where you can increase results by 2x-20x in many instances, without spending any more money or time than you already are.
Marketing Mentality #2: Marketing is not something you do once — it’s an ongoing PROCESS.
You can’t go to the gym four days one week then zero days the next three weeks and expect to get results.
Marketing works the same way.
By virtue of human nature, we like to assume that what we’re doing is going to work. This, however, causes us to continue unsuccessful marketing efforts, and compound our failure rather than compound our success.
If you adopt an abundance mindset and understand that everything is a test, you enable your brain to watch and assess every move you make to make sure it’s moving you forward. With this mindset you maintain the expectation that many things won’t work. But the ones that do work–the ones that work really well–can be replicated, re-applied, and become winning (and extremely profitable) formulas you may use for years.
Just remember: it’s about seeing what works and where it works and the only way to do that successfully is to measure your efforts.
Marketing Mentality #3: Marketing starts with understanding the needs and wants of your customers. It does not start with advertising, or putting up a website, etc.
Diving deep into your target customers’ desires, fears, and fantasies lets you speak their language and meet them where they stand. Only then can you learn the words they use to describe their situation.
When you understand them better than they do themselves, you’ll be able to develop deep relationships with your prospects and clients and offer them products that fit their needs over and over again.
Marketing Mentality #4: Customers hate to be sold — but they LOVE to buy.
Imagine a non stereotypical car salesman: He actually listens to your needs. He’s doing 20% of the talking and 80% of the listening. He asks you questions to discover exactly what it is you need and it doesn’t feel like a sales process at all.
Instead, you are being led to the most natural decision possible and you love the car you’re buying because it’s perfect for you.
The same principle applies in marketing.
Instead of convincing, give them what they need to convince themselves to buy. Allow your customers the pleasure of finding a solution to their problem… so they can love making a purchase decision. This level of involvement makes them feel in charge of their own destiny, which also mitigates cognitive dissonance and makes them less likely to return your product in the long run.
Marketing Mentality #5: Marketing is about eliciting ACTION.
Marketing is “customer getting”. Human beings don’t make decisions consciously, although it appears to the decision maker that they are.
So, what you find is that 99% of decisions are actually emotional decisions — decisions we make because we feel something — and it’s super instantaneous. Right after we make that decision we then justify it with logical appeals, or things that we consider to be rational.
When you internalize this concept, you realize that you need to appeal to the emotional side of your target market so they have what they need to make that instant decision and then rationalize if after.
Of course, you don’t want to cross any ethical boundaries. Only use these resources when it’s in the best interest of your prospects to do so. The reason you want to understand that is because when you have someone who makes a purchasing decision and later feels manipulated into it, it can backfire tremendously. Over time, the quality, trustability and likability of your brand will deteriorate. It’s also going to cause more chargebacks and refunds, and can potentially even lead to lawsuits.
The best way to steer clear of these massive migraines is to make sure you have a well-matched client. Don’t accept a client/ customer/ user if they cannot find value in what you’re offering them.
Elicit their criteria, find out exactly what they want, and then if it’s a good match show how your product or service is that match for them.
Marketing Mentality #6: Successful marketing is when you create a marketing process and sequence.
You want to build a marketing system so a customer can come to you and get a consistent experience of learning about your services, why they need to purchase from you, the up-sells/ down-sells you offer, etc.
This is actually a dual-sided issue: Most people who are going to make a purchasing decision require 6–20 so-called touches or experiences with you where they get to know you better, understand why your product is the best, etc. That could be through paid acquisition, social media, sales pages, email sequences, and more.
When I say you want a market process and sequence, it simply means you want to automate those 6–20 touches so that you aren’t having to recreate something over and over again. Instead it’s literally a system that is like a domino effect — it triggers one thing after the other, after the other.
On the other side of this, not only will it create a better experience for your customer and bolster loyalty among your audience, it will also help free you up to focus on the things that matter in your business so that you’re not running around trying to personally duplicate a process. Instead, your sequence has been set up, tested, and optimized to do all the work for for you. At that point, you can turn around and focus on creating a better customer experience and delivering more value.
Marketing Mentality #7: The success of your marketing is measure by the perceived value that you create for your customers.
All value is perception.
It’s not enough to have a product and say, “come and buy my product!”
What customers want to make a decision is massive value and connection, especially in today’s world. You need to translate the value of what you’re offering, and why you’re the best choice (connection). That means you need to connect the dots and show them exactly how you are going to solve their problem.
Remember: it is vital to appeal to your customers personal, ethical, moral, and personality values. You need to know your target market so well it’s like a best friend of yours.
You also need to understand their motivations and fears behind their purchase decisions.
Let’s take weight loss for example:
“I want to have enough energy to keep up with my grandchildren” is a lot different than “I want to try out Slim-Fast while I still have 2 months before Summer’s here”.
Each case presents a different fear or motivation behind it. In the former case, the fear is missing out on spending quality time with grandchildren. The latter case presents a fear of being seen as overweight.
The more you seem to understand and speak the language of your target clientele, the more valuable you become to them.
Marketing Mentality #8: Find customers where they are, not where you want them to be. Never expect them to find you.
Find them both physically and psychologically. Behave in a way that makes them comfortable with you, because you’re meeting them where they are, in their “world”.
Expecting people to find us or meet us in our “world” is a simple but humongous mistake that kills far too many businesses.
Marketing Mentality #9: Commit yourself to learning and mastering the art of marketing.
Anyone who has ever mastered anything will tell you it’s a never-ending process. Welp, it’s true!
Marketing being the most important thing you can do for the success of your business, your prospects and customers, as well as your financial future, it makes sense to dedicate a lot of time and energy on marketing.
Every single day something new is happening in the marketing world. In a small period of just 6 months, everything can change because that’s how fast the internet works–and that’s where most people are making purchasing decisions today.
One of my online mentors, Neil Patel, tests every single step of his sales funnel repeatedly day in and day out. He’s always looking for ways to optimize and re-invent what’s already working for him (but knows can be better). A dropping conversion rate just means more room for improvement, for example.
If you want to emulate the big guys–the Nike’s and the Tesla’s of the world–then you have got to continue learning and mastering the art of marketing. They’re doing it every single day, so why can’t you? The resources are out there. The internet has made information infinitely accessible to the point where almost anything can be self-taught. It’s the best time to start a business in America because of the access to connected technology. If there was ever a time to take advantage of something, now’s the time.
Something To Ponder
As a proponent of the saying, study the greats and suddenly you’ll become your own, I‘ll leave you something to reflect on from one of my favorite human experiments of all time:
“For all of the most important things, the timing always sucks. Waiting for a good time to quit your job? The stars will never align and you’ll always run into some red lights. Conditions are never perfect. “Someday” is a disease that will take your dreams to the grave with you. If it’s important enough to you and you want to do it “eventually”, just do it and correct course along the way. There’s nothing wrong with learning as you go. In fact, it’s the only way to grow into the person you’ve always wanted to be.” -Tim Ferriss
Questions, comments, oppositions? Drop a comment below! I’ll do my best to get back to you within 24 hours.
Originally published at www.joeconsults.com on March 21, 2016.