Connecting With Buyers A’ La Ford

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“Ford Motor Co. set out to put the world on wheels with the Model T.  Here’s how the company attempted to brand itself through advertising and how it pitched its product to early everyday drivers including women,” USA Network writes in the special section of the March 10 issue of my newspaper.

As I analyzed the Model T ad reproduced  in my Indianapolis Star (an ad created fully one hundred years ago!) I noticed a number of smart marketing principles at work, guidelines we content marketers can put to use today…

Market with the end in mind

“To the woman at the wheel of a Ford car, every road seems straight and smooth; hills melt away and rough places are easy.”  The goal of content marketing should be to leave readers absolutely knowing why they need to care, not about your product or service, but about the way they are going to feel after using it! 

Your Unique Selling Proposition

“Don’t tell them what you do.  Tell them what you do for them,” Certified Business Coach Andrew Valley advised in a guest post years ago in this Say It For You blog. “You must tell the listener how your product or service can benefit that person, and how you can do it better or differently than others who do what you do.”

 

Understand buyers’ concerns

“When a woman hesitates to manage a heavy car, when she needs an extra one for personal of family use, or when her means forbid the drain of high upkeep cost…” In content marketing, making claims such as “least expensive, or “most affordable” are totally ineffective compared to communicating that you understand and are ready to address buyers’ deepest concerns.

In his business skills and development book The Presentation Secrets of Steve Jobs, Carmine Gallo reminds marketers to focus on results. “Remember, your widget doesn’t inspire,” he reminds us. Ford marketers obviously knew how to address potential buyers’ deepest concerns. – “She should have the easily handled, easily parked, reliable service of a Ford,”

Aim to inspire

While a company’s website, brochure and blog typically explain what products and services are offered, who the “players” are and in what geographical area they operate, the better content pieces give at least a taste of the corporate culture and some of the owners’ core beliefs.

As the author of the piece on the Model-T observes, “This ad uses the automobile as a symbol of freedom”.

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It’s the Chef, Stupid, Not the Food or the Decor

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The latest Forbes Special Issue devotes an entire page to restaurant reviews:

  • “Lively French bistro with Austrian overtones in menu and decor, epitomized by its sensational schnitzel Viennoise.”
  • “Magnificent Middle Eastern meals, especially the breads and spreads.”
  • “Blonde wood room effectively fuses two of the world’s greatest cuisines: Japanese and Peruvian.”

As a person who appreciates both good food and good content, I couldn’t help thinking that, of the 25 different descriptions of sumptuous eateries, all highly complimentary, there was only one that stood out above the rest:

“Iconic chef Marcus Samuelson’s new restaurant reflects the fusion of his birthplace Ethiopia and his adoptive home of Sweden, where he was raised. The blending of the two influences is astonishingly successful in one delectable dish after another.”

In another Forbes article, one published more than ten years ago, “5 Keys to Successful Small Business Marketing”, Ty Kiisel wrote, “Because business is personal, sharing a little of yourself makes you more accessible. People like doing business with other people. Over the years,” Kiisel revealed, “my readers have gotten to know me because I share with them some of the details of my life.”

The Forbes restaurant reviewer, by sharing information about the chef,  not only about the food, made me feel that I was meeting a person, not merely being presented with a product.

In content marketing, we teach at Say It For You,  stories that “humanize” the owners and workers, even stories about past mistakes and struggles, tend to generate feelings of admiration for –  and trust in – the entrepreneurs or professional practitioners who overcame both outside obstacles and the  effects of their own early mis-steps.

It comes down to storytelling – Why did those owners choose to do what they do? Where did they come from? What are they most passionate about? What are they trying to add to – or change – about their industry?

It’s the chef, (stupid), not the food or the decor.

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Ageless Ambition: Mastering Marketing Strategies for Senior Entrepreneurs

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(Today’s guest blog post was contributed by Seth Murphy of PapaDIY...)

Embarking on an entrepreneurial journey later in life brings unique challenges and opportunities. This article unveils crucial marketing strategies that empower senior entrepreneurs to carve out their success stories. By embracing these approaches, you can achieve business growth and visibility without the hefty price tag of professional marketing agencies.

Embarking on an entrepreneurial journey later in life brings unique challenges and opportunities. This article unveils crucial marketing strategies that empower senior entrepreneurs to carve out their success stories. By embracing these approaches, you can achieve business growth and visibility without the hefty price tag of professional marketing agencies.

Plan Your Marketing Efforts

To start, creating a straightforward marketing plan is vital.  Your plan should incorporate the fundamental elements of a marketing plan: in-depth marketing research, a clear understanding of your target audience, and a spotlight on your unique selling points.  This blueprint guides your marketing efforts, ensuring they are targeted, effective, and aligned with your business objectives.  Remember, a well-thought-out plan is a roadmap to success.

Launch a Website With Users in Mind

In today’s digital era, a website is your business’s virtual storefront. As a senior entrepreneur, ensure your website is not just a digital brochure but a reflection of your brand’s ethos. It should be easy to navigate, mobile-responsive, and visually appealing to resonate with your audience. This digital asset becomes the cornerstone of your marketing efforts, providing a platform for customers to learn, interact, and connect with your brand.

Learn How to Integrate SEO

Search Engine Optimization (SEO) is a critical tool in your marketing arsenal. By integrating SEO best practices, your website becomes more visible to potential customers. Focus on embedding relevant keywords, offering quality content, and ensuring a user-friendly experience. These steps not only enhance your website’s search engine rankings but also establish your brand as a credible and authoritative voice in your industry. Learn more about content marketing by consulting online resources.

Diversify in Online Advertising

Semrush notes that digital marketing channels offer cost-effective and targeted advertising options. Utilize online platforms to reach a broader audience without straining your budget. Whether it’s social media advertising, email marketing, or pay-per-click campaigns, these tools allow you to tailor your message to specific demographics, increasing the likelihood of reaching potential customers who are interested in what you have to offer. 

Promote Within the Community

Engaging with your local community is a powerful way to build brand awareness. Master the art of attention-grabbing typography and create compelling posters to display in your neighborhood. Harness the power of online resources to design impactful and visually appealing posters. This grassroots approach to marketing not only increases local visibility but also fosters a sense of community involvement.

 Get Creative with Networking

Networking is of paramount importance for businesses as it provides a myriad of opportunities for growth, collaboration, and resource-sharing. It enables businesses to establish and nurture valuable relationships with clients, partners, suppliers, and industry peers. Furthermore, maintaining a robust network can prove beneficial on a personal level as well, as highlighted in the given scenario.

By reconnecting with old friends and acquaintances through tools like search engines and social media, businesses can tap into a wealth of knowledge, potential partnerships, and support from individuals who share a common background or interest. By typing in an old classmate’s name, graduation date, and school in a search engine for a school in Indy, for example, you’ll get quick results with options to reach out to long-ago friends. These connections can lead to valuable insights, referrals, and even new business ventures, illustrating the dual role networking plays in both personal and professional spheres.

Draw in Customers With Freebies

Freebies are universally appealing and serve as a great tactic to draw in new customers while keeping current ones engaged. Providing free products or discount coupons effectively captures attention and sparks interest in your brand. This approach allows potential customers to try your offerings without any financial commitment, lowering their risk. The excitement generated by freebies often translates into word-of-mouth promotion, a highly valuable and budget-friendly marketing method. Incorporating giveaways into your strategy is a smart move for both customer acquisition and retention. 

Encourage Referrals From Happy Clients

Referrals serve as a valuable asset in business growth. Referral Rock recommends motivating your happy clients to share their positive experiences with your offerings with friends and family. This strategy is highly cost-efficient and enhances your brand’s trustworthiness and reputation. The likelihood of individuals trying out your product or service increases when it’s endorsed by a trusted source. Leveraging customer referrals becomes an indispensable component of your marketing strategy. 

Beef Up Your Business Acumen with an Online Degree

If you feel the need to get up to speed with your business knowledge, you should be considering an online MBA program. It provides a comprehensive education in various critical areas such as economics, accounting, corporate finance, marketing, human capital management, strategic planning, and research and statistics. These core subjects equip individuals with the knowledge and skills needed to make informed decisions, analyze market trends, manage finances effectively, and develop and execute strategic business plans.

What’s particularly advantageous is that many MBA programs, including online options, offer flexibility, allowing students to balance work, family, and school commitments. This flexibility empowers aspiring business leaders to continue their professional careers while acquiring the essential expertise required to navigate the complex and dynamic world of business successfully.

These marketing strategies provide senior entrepreneurs with a clear route to achieving business success. By implementing these tactics, you can efficiently market your business, connect with your desired audience, and drive growth, eliminating the need for costly marketing firms. Success in marketing hinges on a deep understanding of your audience, maintaining authenticity in your communication, and delivering consistent value. Adopting these approaches ensures a strong and sustainable business presence in the market.

 

 

 

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“Facing Up” Blog Content is a Great Idea

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Webpages with lists of staff are often one of the most-viewed pages on a company’s website, yet some companies don’t have any people represented in detail, Karen Carlson of LRS Web Solutions regrets. “They say it’s too much work to maintain, they receive spam emails, or that they’re worried other companies will pilfer their best employees.” While acknowledging those very risks, Carlson emphasizes that “The bigger risk is leaving your business faceless.”

AARP editors agree, recognizing eight senators, among them Thomas TIllis of North Carolina caretaker for his grandmother, and Maggie Hassan of New Hampshire, caretaker for her son who has cerebral palsy. The photos, along with the stories, serve to make real legislators’ tireless efforts to improve the U.S. healthcare system.

“Today’s users want to do more than just purchase from a company,” Carlson explains. “They want to put faces with names.” At Say It For You, we translate that into “authenticity blogging“, using the content to provide readers an intimate look at what goes into providing your products and services. After all, it’s the employees who are in the field and on the phone with customers and clients. Although often employees see blogging as just one more task to make their work load heavier, my team members want to interact with those employees and, in fact, highlight their accomplishments and insights along with their photos.

For some business or practice owners, a combination blogging plan turns out t be just right, with my Say It For You team providing professionally written content, thus maintaining the regularity and research needed to win search engine rankings, but with employees providing their very special touch when their time and their regular duties allow.

Blog content marketing based solely on the features of products and services is simply not likely to work. Yes, for blogs to be effective, they must serve as positioning statements and describe a value proposition. But blogs cannot do that without connecting. Showing the “faces” and the people behind those faces has the power to “amp up” the connective power of marketing content.

“Facing up” your blog content is a very good idea!

 

 

 

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Describing Simply in Content Marketing

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“If you understand something but can describe it only in complex or jargony language, you’ll reach just the subset of people with expertise in the topic,” Frances X. Frei and Anne Morriss write in Harvard Business Review. Instead, they advise corporate leaders, “When your organization needs to make a big change, stories will help you convey why it needs to transform but also what the future will look like in specific, vivid terms.”

The authors go on to detail four steps involved in moving the constituents to take positive action. Each of these, I find, is applicable to content marketing through blogs.

1. Acknowledge the good parts of your history.
As I teach at Say It For You, history has an important place in blogs. “History-of-our-company” background stories have a humanizing effect, engaging readers and creating feelings admiration for business owners or practitioners.

2. Reckon with the not-so-good parts of your history.
Publishing content about past failures can actually prove to be a success, with the stories eliciting feelings of empathy and admiration by readers for entrepreneurs who recognize their own missteps.

3. Provide a clear and compelling mandate going forward.
At Say It For You, we know that, when searchers arrive at your blog, they already have an interest in (and probably some core knowledge about) your subject. Blog marketing reality is that, in order to move searchers to the next step, you need to “prove your case” with statistics showing you know a lot about the problem you’re proposing to solve, and that your and your staff have the experience, training, and degrees needed to solve that problem.

4. Get into the “weeds” of your plan with specific recommendations.
Smart buyers want clear, specific recommendations that tie back to solving those problems.. Since, other than the clues offered through the words searchers have chosen to type into the search bar, their individual needs are as yet unknown to you, include anecdotes as examples of common issues that have been solved using your products and expertise.

Blog marketing is all about describing – the past, the problem, the solutions – simply!

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