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Are They Ignoring Your Marketing?
November 17th, 2009 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.
Posted in Small Business Marketing • • Subscribe to this feed
Tags: marketing, marketing plans, marketing strategies, marketing tips
Hey Kendall,
Really enjoyed this article. Glad that you pointed out that you cant always go into a campaign and hit the nail right on the head the first time, adjustments are a normal, and necessary part of business. Looking forward to your next post!
Matt
Comment by Matthew Arndt — November 17, 2009 @ 10:07 pm
well well well…this came at just the right time. I was just sharing today about my (so far) disappointing results with my latest workshop launch, and how I had gotten PRETTY discouraged about how to get the boat floating again. ( to expand on tip #1 - it helps to talk to someone who has been through this before so you DON’t go to the dark side) I got some great ideas from your talented hubby ( further to tip #3 - re-group, re-do the length of the workshop, & reach out and re-connect, & realize it takes time for people to buy from you).
Then I also decided to ask a couple of friends who had come to my “free taste” night for feedback on what WOULD have gotten them to yes. And - what they said was not even on my RADAR. (tip #2 )
So - I feel now it is part of the learning curve, and consider that I guess I hit it more on the head other times when I had quicker success. Now I am also looking at what worked those times, and seeing if I can pull that CLARITY into this offer.
And this boat is looking a LOT more bouyant!
Thanks Kendall… Dawn
Comment by Dawn Menard — November 17, 2009 @ 10:24 pm
Hi Kendall
As always this comes in just the right time.
Especially the second part is a spot, where I guess I can allways invest a little more energy to get clearer.
Love
Sophie
Comment by Sophie Hovdekorp — November 18, 2009 @ 12:57 am
Great article! This definitely spoke to me and what I do. I am definitely going to use these tips to solve the marketing puzzle.
Comment by Lori Radun — November 18, 2009 @ 7:25 am
My favorite point here is about resisting the dark side. Evaluating what went “right” and what went “less than right” with any campaign, is like a sport.
Any athlete continually hones their skills through practice, practice, practice. Often the difference between “winning” and coming in second lies in fine tuning (as you mentioned).
Focusing on what went right and embracing the challenge of making it go better next time is both the price and reward of success!
Thanks for always sharing great stuff to help others reap rewards faster.
Comment by Lisa Almeida — November 18, 2009 @ 7:37 am
While my event did not fill up I didn’t beat myself up. The Mirror Test worked- I put together a survey and found the group process is not what my clients need at the moment, they’d rather work one-on-one. Thanks for the journey is not a destination comment. So true.
Comment by Michele — November 18, 2009 @ 8:21 am
Great timing on this so thanks! I just did a free live weekly guitar lesson on ustream and no one came after emailing, facebook fan page, twittering everybody - even though many signed up. After I posted the video on youtube lots of people enjoyed the replay and wished they would have been there, couldn’t make it, etc. But it can get discouraging so thanks!
Comment by Will — November 18, 2009 @ 10:09 am
Excellent tips. Sometimes it’s a challenge not to go to the dark side…but something you said on the Marketing Makeover call today really struck home: “Show Active Faith”.
Going to the dark side doesn’t show much faith, and certainly doesn’t help me stay in action.
Thanks for sharing that little tidbit as well.
Nina!
Comment by Nina East — November 18, 2009 @ 6:43 pm
I just used tip #2 yesterday to get some feedback on the sales page for a program I will be launching soon. I have to say that your suggestion on how to ask for feedback worked like a charm! Usually when I ask someone to look over a sales page for me, I get frustrated because they just tell me it looks great like you said. When I used your phrase to ask what would motivate them to say “yes”, I actually got some GREAT feedback!
Thank you for your amazing advice.
Kim
Comment by Kim Reddington — November 20, 2009 @ 8:47 am