What most people get wrong when advertising?

Delighted, over the moon, gave me more than I expected....

all phrases we want to hear when working with a client. What if they felt that way even when they weren’t buying something?

Why is this important?

Well, imagine you own a restaurant, a boutique place that couples go to for special romantic evenings…they probably come once or twice a year right? What about the other 363 nights a year? No, they may not eat with you every night but they could be sharing about you with friends, business partners, family.

Also, how are you ensuring they come back and not try the new place up the road? How are you going to stay in the forfront of their minds?

Did you immediately thought of advertising or posting pictures of food on Facebook?

You are thinking in the traditional transactional sales way.

That thinking is all about you.

You might be thinking…but wait! I provide value…my special on crispy fried duck is a real steal- true value to my customer… Wrong! Your primary goal in this example is to have people buy more duck not provide value. There is a place for this but it’s not the only sales tool you have.

I meet many entrepreneurs who genuinely believe their special sale price is so good they want to share it and make sure know one misses out…they believe they are helping people….I’ve got news for you…you are coming across as salesey! I’m not anti-advertising or sales promotions but realise what you are doing, why you are doing it and how often.

So, how do you keep at the forefront of people’s minds and have them want to share about you?

You want to be in the mode of a consultative sales person…be the go to place for information in your area of expertise…you build credibility for your knowledge and talent by sharing it. In turn people will share about you and come to you first when it’s time to buy.

If we go back to the example of the restaurant there are a few ways they could do it… They could:

  • share top cooking tips
  • share a recipe of the week
  • provide info on wine tasting
  • Run a series on etiquette or table manners
  • Provide suggestions for first date small talk
  • Talk about what’s in season
  • Have a veg of the week with how to prepare it
  • Provide knife skills tips
  • Provide cleaning tips

The list can go on and on…


In fact there are all sorts of ways that an expert in the industry can share their knowledge and provide value… And build credibility as a provider who knows their stuff.

In short you maintain an ongoing valuable dialogue with your customers and to earn the right to sell to them in the future. It’s no gaurentee of future sales but wouldn’t you rather go to someone who is going beyond their traditional selling to provide you more?

So you’re saying…but I’m an artist. People buy once in a while and they either like my art or they don’t… what value can I provide? Well, you could

  • Share composition tips
  • Talk about emotion and colour
  • Share your fav tools and mediums
  • Share your inspirations
  • Give a guide to starting out as an artist
  • Share you favourite local artists

If your a distributer of earrings you could provide

  • style tips
  • storage tips
  • repair tips
  • latest trends etc

If you are a candle supplier

  • talk about setting the mood
  • making your own candles ( this might seem counter intuative but trust me – while people might have a go as a fun project they aren’t going to do it all the time )
  • share about using different colours and smells
  • aromatherapy etc

If you’re an writer talk about

  • the art of story telling
  • communication
  • expression
  • what inspires you
  • other favourite people in your industry and what you’ve learned from them

There are so many ways to provide value that has nothing to do with the benefits of your product.

If you are your customers trusted advisor you have a connection with them that goes beyond the initial happiness that they have when they purchase from you.

So the question isn’t what have you done for me lately…it’s what have I done for you!

If you are stuck and struggling for ideas on the additional value you could provide to maintain customer dialogue feel free to email me I’ll happily share my thoughts with you.

Helen



I meet many entrepreneurs who genuinely believe their special sale price is so good they want to share it and make sure know one misses out…they believe they are helping people….I’ve got news for you…you are coming across as salesey! I’m not anti-advertising or sales promotions but realise what you are doing, why you are doing it and how often.

So, how do you keep at the forefront of people’s minds and have them want to share about you?

You want to be in the mode of a consultative sales person…be the go to place for information in your area of expertise…you build credibility for your knowledge and talent by sharing it. In turn people will share about you and come to you first when it’s time to buy.

If we go back to the example of the restaurant there are a few ways they could do it… They could:

  • share top cooking tips
  • share a recipe of the week
  • provide info on wine tasting
  • Run a series on etiquette or table manners
  • Provide suggestions for first date small talk
  • Talk about what’s in season
  • Have a veg of the week with how to prepare it
  • Provide knife skills tips
  • Provide cleaning tips

The list goes on…
In fact there are all sorts of ways that an expert in the industry can share their knowledge and provide value… And build credibility as a provider who knows their stuff. In short you maintain an ongoing valuable dialogue with your customers and to earn the right to sell to them in the future. It’s no gaurentee of future sales but wouldn’t you rather go to someone who is going beyond their traditional selling to provide you more?

So you’re saying…but I’m an artist. People buy once in a while and they either like my art or they don’t… what value can I provide? Well, you could

  • Share composition tips
  • Talk about emotion and colour
  • Share your fav tools and mediums
  • Share your inspirations
  • Give a guide to starting out as an artist
  • Share you favourite local artists

If your a distributer of earrings you could provide

  • style tips
  • storage tips
  • repair tips
  • latest trends etc

If you are a candle supplier

  • talk about setting the mood
  • making your own candles ( this might seem counter intuative but trust me – while people might have a go as a fun project they aren’t going to do it all the time )
  • share about using different colours and smells
  • aromatherapy etc

If you’re an writer talk about

  • the art of story telling
  • communication
  • expression
  • what inspires you
  • other favourite people in your industry and what you’ve learned from them

There are so many ways to provide value that has nothing to do with the benefits of your product.

If you are your customers trusted advisor you have a connection with them that goes beyond the initial happiness that they have when they purchase from you.

So the question isn’t what have you done for me lately…it’s what have I done for you!

If you are stuck and struggling for ideas on the additional value you could provide to maintain customer dialogue feel free to email me I’ll happily share my thoughts with you.

Helen

Our company is a collective of amazing people striving to build delightful products.

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