And you know, it probably is amazing. It's just that you may have missed one or two steps out of the process. You need to go back to the drawing board on getting your message out there, and create a marketing campaign with purpose, taking strategic action.
The first step is to know what outcome you are aiming for. Do you want people to simply know that you exist, or do you want sales? If it's sales you're after, how many sales? This will impact on the actions you take.
When you know what outcome you want to achieve you can purposefully design your campaign. Each step of the way ask yourself ‘will this achieve my outcome?’ If the answer is no, don’t take that step. If the answer is yes, get it done.
Remember, your campaign is all about increasing your visibility which means that your next step has to be all about being visible. If people don’t know that you exist, it doesn’t matter what products you create, what prices you set – people won’t buy because they don’t know you’re there to buy from. It’s a bit like opening a shop down a back alley and then being upset because there’s no passing trade. And remember, being visible isn’t a once over process – you have to keep at it, keep letting people know that exist. The moment you stop being visible, you stop existing.
Next, create a need, a problem to solve, a desire or an inner circle. People need to be shown that they need a problem solving (did you know that you wanted a vacuum without a dust bag before the Dyson?), or they want a desire to be fulfilled, which could be as simple as the desire to belong. You can even create the need before you create the solution. This will turn you into the hero who solved the problem.
You now want people talking about what you do or what you have on offer. Have you ever wondered why some people make outrageous statements? Well, it’s great marketing when it’s done strategically as it gets everybody talking about you. Remember the photographer who said they didn’t photograph anyone over a size 14 some years back? Dreadful! And yet everyone talked about them – including the local and national press.
Your marketing campaign needs a call to action, telling people what to do next. The likelihood of people reacting to your call to action is linked to the scarcity and urgency associated with your offer. Open-ended offers tend not to attract as many purchases as those with urgency and scarcity attached, such as sales, only 3 places remaining, available to the first 5 people who book etc.
The final part of your campaign is to use social proof. People need to know, value and trust you before they will spend with you. And that comes from knowing that others have used your services and had a good experience. Social proof is the positive comments on social media, the testimonials you put onto your website and so on.
Now you have a marketing campaign, deliver it with purpose, remembering that people will need to see or hear your message around 17 times before they will even notice you. Mentioning what you've got for sale just the once is unlikely to get you and your product noticed. And you know, if you've created something that people really need, they really need to know it's there for them. Time to solve their problem for them.