She thought I was trying to deceive her. She said…”Come on Tasos, we know each other, you always speak like a lawyer when you want something to happen. Please, speak the truth with me”.
Really? Do you think I am trying to sell you stuff?
No, I’m trying to help you and show you something!
Please explain she said, you’re driving me crazy.
And so we kept on chatting.
I was in my favorite position, a vantage point. I was talking marketing, she is a business owner but she’s afraid of investing in marketing.
A passionate woman, my age. She became an entrepreneur only recently. She has nothing to do with marketing and sales.
I asked pretty intensely…Why are you afraid of marketing your brand?
I am not she defended herself immediately. It’s just a waste of time and money.
No, it’s not but you aren’t aware of its impact on businesses. And also you are afraid and I’ll prove it to you.
Why Investing In Marketing Is Dangerous
What is Marketing?
Marketing is the art of drawing attention to a company’s products and services and it incorporates researching, advertising, sales, branding, public relations, product design and distribution, and more.
It’s about interacting and engaging with the marketplace, nurturing prospects, converting them into paying customers by providing solutions to their problems, needs, and wants, and turning them into repeated buyers, advocates, and promoters of a brand.
It’s about becoming visible and making connections and relationships. Showing the world that you exist and what you have to offer.
It’s about removing the brand’s face mask and dealing with people on a daily basis. You can’t hide, besides its goal is to build awareness, trust, and ultimately grow your business.
After I explained what marketing is, she thought about it for a while and said…”OK, I see your point, but why am I afraid?”
Let’s go a little deeper…I replied.
Marketing Forces You
Its power is phenomenal. When you decide to invest in marketing, there’s no coming back. You either go on and grow or stop using it and slowly fade away.
Marketing forces you to improve your products and services quality.
Yes, it forces you.
Because when you market your brand and build awareness, some people will respond. They would want to know more about you. They will trust you with their business.
What are you going to offer them? Inferior products? Hell no, you want to show the best of yourself and how great your services are. You want to prove you are worth it.
You can’t just market your products and then sell crap. It will hurt your business even more.
If you are going to sell mediocre products, then it would be better not to advertise at all.
Improve Customer Service
Marketing forces you to improve your customer service.
When you market your brand and gain visibility sales will increase.
What are you going to do? Will you provide a poor user experience and lose these customers?
Or will you support them in order to retain them?
By providing a superior customer experience and service, you set the foundation of retaining these customers for a lifetime.
You can’t run a dirty store without a nice decoration. You can’t invite people and welcome them without smiling.
You will be forced to train your staff so they align with your quality standards.
You can’t step back, because as long as you market new people are coming your way, you have to become better and faster to keep up with the change.
Become a Leader
Marketing forces you to become a leader.
The more attention you draw your way, the more responsible you need to become.
As you showcase your expertise as a brand, you gain authority and trust.
You develop relationships, not only with customers but with influencers and other brands. Your network is growing.
Now, it’s your turn to deliver on your promises.
Do you deserve this status? are you capable of helping people with your solutions? will you cover their needs and high expectations?
All these questions can’t help but keep on alert. You need to step up your game and show your real value.
Inevitably, you become a leader. One that is going to be judged.
I see your point she said. Indeed, publicity and visibility demand responsibility. Do you think I’m afraid subconsciously? Maybe I think I don’t have what it takes. Is that what you’re telling me?
Yes, Mina. I said. I’m sorry.
Don’t be. Maybe I am afraid after all. But it’s my first time being in control, you know!
Let me go a little deeper, I said, feeling more relaxed this time.
When you get in front of people with your messages, you get responses and feedback.
And because you can’t satisfy everyone, and some people will leave you negative comments, you will be in a position that challenges you.
You need to appreciate even the negative responses and reply. You will have to thank them for trying your brand out and you will promise that you’ll do anything you can to further improve and innovate.
You won’t give up.
You’ll have to step out of your comfort zone and mature.
I’m not saying these to frighten you even more. I am just showing you how it will transform your way of doing things, your mentality, and life.
I guess you are right my friend, she said and her eyes went dark.
Oh no, it’s not personal. You know that.
I know she said.
Let me add one more important thing, I said with joy in my voice.
When your business expands and you reach new audiences with your solutions, you have to feel proud of what you sell.
What you sell is not just a product or service. It’s a helping hand for those using it. Your goal is to improve your customers’ lives and satisfy their needs and wants.
And when you are able to satisfy your audience, something magic happens.
New doors are opening up, and people spread the news. As a result, your sales increase, and your brand will be approached by other brands, investors, and partners to join forces.
When you are proud of what you offer, the world knows. If you believe you’re worth it, they will do too.
I am she said. I am proud. I’m almost ready to invest in marketing as a test. But how much? she asked.
Marketing is Not Expensive Anymore
I knew you would ask. My pleasure to show you the numbers.
Marketing was used to be expensive. TV commercials, radio ads, billboards.
With the plethora of online channels, you have the chance to get advertised in front of the right people, at the right time, with an offer that’s so irresistible that can’t say NO.
You don’t have $10 for a few ads? To see how it goes?
Marketing does not have to cost a fortune. You test an ad, an offer, to gather data and feedback. You improve your messaging, the offer and repeat.
When you make sales, you’ll be able to reinvest a little bit and set up a marketing machine that brings you results non-stop.
That’s the beauty.
There are so many strategies, methods, tactics, channels, and platforms we can choose from, that is absolutely inevitable not to get results from your campaigns.
The key here is that we are targeting only people that have high chances of becoming leads and eventually customers.
And before she asked the next question, I said. Did you know that there are agencies that don’t charge you money upfront? They only charge you when you get results.
Oh, that’s for me she said. And…don’t tell me you’re one of them.
I am, I said and we laughed.
She said…I knew it, friend. You’re trying to deceive me. Hehe. I got you.
The Sky Is The Limit
When a brand is able to acquire customers, it’s time to step up the game a little more.
It’s now or never.
This is the time for exponential growth. Offer superior experience to your existing customers and they will take care of the rest.
Satisfy your audience and they will promote your brand just as they already do with other brands.
This is the time to gain referrals, free word-of-mouth advertising, and new people to try out our products and services.
This is the time to stay in touch with current customers and delight them by adding value to their everyday lives. Long after post-purchase. So they will come back again and again.
This is the time to add new products to the mix and expand to reach new audiences and embrace new markets.
The sky is the limit. Once you know what it takes to build an audience, nothing can stop you.
You have marketing, your guide and friend, that is opening the way for your brand.
Don’t be afraid of investing in marketing. Because your competitors already invested. Show the world what you got.
I told you, my friend, she said. You’re talking like a lawyer. Since you were a kid.
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Marketing & Business
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Marketing Is Dangerous
As you can see, marketing can help your business like no other strategy in the world. But it’s dangerous. If you’re going to sell inferior products, don’t get advertised at all.
Make sure you will be able to deliver on your promises, first.
I hope you enjoyed my conversation with Mina. And I strongly believe that you’re thinking about it.
Yes, marketing is what I sell, but as I said. I am proud of it!
Do you need help with your marketing campaigns?
Schedule a free video-call interview to help us understand where you are at your business right now, your needs and goals, and we will give you a detailed analysis of how we work. Then, we’ll create the first campaign for you for free to prove we can get you results.
That’s it, another article has finished, here on Web Market Support. I am waiting for your comments and thoughts. Till next time.
Tasos Perte Tzortzis
Marketing Specialist, Entrepreneur
Although doing traditional business offline since 1992, Tasos fell in love with online marketing in late 2014 and has helped hundreds of brands sell more of their products and services on the web.
He enjoys reading, music & arts, mathematics, chess, coffee, swimming, Audi, and playing with his kids.