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Are They Ignoring Your Marketing?
June 1st, 2010 by Kendall
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Nothing’s worse in business than pouring your heart into your new program or product, writing your sales page, setting up your email campaign and finally hitting the “send” button, only to be…ignored.
Ouch! It hurts, doesn’t it? And it often triggers feelings of insecurity, doubt and fear, along with feeling disappointed, like all of your efforts were wasted and even a little embarrassed.
As bleak as this scenario sounds, all is not lost.
What you need to know is exactly WHY your peeps are ignoring your marketing, and what you can do to save your launch.
Here are three quick and simple tips you can use if you’re not getting the response you want from your marketing. Use them to keep your mindset, your emotions and your actions in alignment with your highest and greatest good and you’ll find that your audience begins to respond positively to your marketing!
Tip #1 Don’t Go To The Dark Side
Listen closely here…Getting a less than desired response to your marketing doesn’t give you permission to go “all negative” about yourself, okay? It doesn’t mean people don’t like you, that you’re not good enough or that you’re not cut out to be successful.
See it for what it is: Feedback as to how clear your marketing message is, how well defined your niche is or how compelling your marketing copy is. YOU are spectacular. Your marketing? That can easily be fixed or changed so not to worry.
Tip #2 Give Your Campaign A Quick “Mirror Test”
The Mirror Test is simple: Does your marketing message mirror what people say they want, or does it mirror what YOU think they need?
It’s tough to have a clear perspective about this so get someone else’s opinion. Best if you can have a marketing expert review your website copy, emails and other materials and give you honest feedback. An alternative is to have someone who is your choice client give you feedback. But, here’s a tip: don’t ask them if they like it or not. They don’t want to hurt your feelings. Instead, ask them if your materials would motivate them to take action and if not, what WOULD they need to read or hear to say, “Yes.”
Tip #3 It’s Not Too Late To Save Your Campaign
The beauty of marketing online is you can switch your story line, marketing message or call to action with just a few keystrokes. Don’t be afraid of what people will think. If they haven’t been paying attention they won’t notice anyway, right? So no worries.
For example: One of my Platinum clients was recently experiencing disappointing results getting people to sign up for her preview teleseminar. After reviewing her emails I made a few simple changes that resulted in doubling the amount of people signed up for the call within just a few days.
Even With Personality Driven Marketing You Can’t Take It Personally!
We women invest our heart and soul into everything we do, so it’s natural for us to take a negative result personally. Ladies, please, allow yourself to relax into this truth: marketing is a journey, not a destination. Use the results you’re getting as feedback to help you connect more deeply with being decisive, responding quickly to what your audience wants and gaining ever greater clarity about how you communicate the benefits of working with you.
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Thank you so much for this reminder to not take the “not so great results” from our marketing efforts personally. You are so right. I can relate to putting forth my heart and soul, wanting so much to help people, and not always getting the responses I would like to see. It is a learning experience.
Your sensitivity to this issue gives me permission to be sensitive and to not go to the ‘dark side’. Thank you Kendall!
Comment by Judy K. Katz — June 1, 2010 @ 9:01 pm
I love that you saidwe need to promote what our potential clients say they WANT, not what we think they need.
That paradigm shift brings huge results!
Comment by Rhonda — June 1, 2010 @ 9:04 pm
Kendall-Thank you for reminding us that successful marketing
is a journey and to acknowledge ourselves for taking action, self
correcting, taking action, self-correcting, etc. Progress not perfection!
Comment by Rita Hovakimian — June 1, 2010 @ 9:53 pm
I especially like this statement, “YOU are spectacular. Your marketing? That can easily be fixed or changed so not to worry.” We tend to take things so personally when they go wrong. This is a great reminder that it’s our marketing that has failed, and not us! Thanks for this reminder, Kendall. I’ll be sharing it with my clients and readers!
Comment by Oma Edoja — June 1, 2010 @ 10:20 pm
Kendall, your articles are always so intuitive. I usually say to myself as I am reading them, “How’d she know I was thinking or feeling that lately?” I have been increasingly frustrated with the results I receive from my marketing. Is it the size of my list? Is it the quality of people who chose to be on my list? Is it I am not hitting the mark on their needs? It is so often overwhelming. What’s it take to hit it out of the park one of these days? And, gratitude for detaching the results from who we are as brilliant women.
Thank you as always for being so incredibly connected to your market and our needs. With each article, ezine, IAWBC training and more - my choice to be coached by you is validated over and over.
Blessings always,
Marla
Comment by Marla Dennis — June 1, 2010 @ 11:18 pm
I really needed to read this today. I have been feeling like I’m terrible, useless, irrelevant (truth be told, I still feel like that) because of my less-than-stellar results.
Thanks for telling me I am still spectacular, it’s just my marketing that sucks
Comment by Marcia Francois — June 2, 2010 @ 1:33 am
Brilliantly written, Kendall, as per usual.. but it doesn’t make it ho hum..! You’ve punched out a good reminder here - I *love* this - “Getting a less than desired response to your marketing doesn’t give you permission to go “all negative” about yourself, okay?”
Even though I’m not in that kind of negative space at the moment (haven’t gotten to the point of a full blown campaign yet!), I can relate to what you said, Marla - there has been many a time when I thought Kendall was writing to me (and in fact she recently told me so straight up ;D) - intuitive, for sure!
And Marcia - *not* less than stellar results - come on Gal, who are you kidding? (Do I hear post baby not quite blues?) You’ve birthed *twins* in this last year - that’s stellar! With twin grandbabies, I get just a hint of how intensive that would be to parent twins 24/7. You’re a Rock Star to me, Marcia!
…still trippin’ out on *finally* replacing my Blogger blog with a fully powered WordPress blog, just in the last couple days, whew!
Comment by Sheryl Brown — June 2, 2010 @ 4:36 am
“Marketing is a journey, not a destination.” : ) isn’t that the truth! : )
Comment by Pamela Catey — June 2, 2010 @ 9:35 am
Kendall
Wow! you have a way of making the BASICS hit home! I especially like the “Mirror Test” because the bylaws of marketing are forever changing, we need to make sure it is what our target market want and need. Not so much of what WE want. It is not about us, but if we are solving the problems of our market..Thank you for slapping me in the face with such GREAT advice… I needed that push!
Nikki Curry
Comment by Nikki Curry — June 2, 2010 @ 10:29 am
Wonderfully written and inspiring tips Kendall. It’s a tip we should be reminded of on a regular basis because at the first crack of disappointment we forget that it’s all about the message and we forget to use disappointment as a divine learning tool.
Comment by Linda Hampton RN, MSN — June 2, 2010 @ 10:31 am
taking with me from this article, not asking the reviewer of marketing copy if they like it but would it motivate them to take action! So simple, and so useful, thank you Kendall for all your tips and guidance via your emails and teleseminars, incredibly helpful and inspiring.
Comment by Meegan — June 2, 2010 @ 1:57 pm
Sheryl, you are such an encouragement! Thank you for your kind words.
Yes, the twins are “intensive” but I can’t use them as an excuse LOL
Comment by Marcia Francois — June 3, 2010 @ 2:05 am
Thanks, Kendall, for always sharing an insight that resonates deeply with me. I appreciate the reminder to engage others, specifically some of my “target audience” with review of my copy. Sometimes it feels intimidating to ask, like it will be a review of “me” and I’ll be found to be not up to stuff, but really, I’m asking people who love me and they are always willing to help. And, it’s about the copy and the message, not about me.
Alice in Atlanta.
Comment by Alice Smith — June 5, 2010 @ 6:35 am
Proof that we receive exactly what we need *when* we need it: This article has been sitting in my inbox for a few days and every time I glanced at it I thought it said “Are YOU ignoring your marketing?” Today I was writing in my journal despairing again that my workshops are not filling up and I glanced up at my computer and finally read the title correctly. Oh! I had just written “I feel so powerless…” Today is the day I reword my workshop promo and get some students!
Thank you!
Comment by Joanna Young — June 7, 2010 @ 9:09 am