I stared at my inbox with increasing disbelief.
With increasing sadness.
With doubt creeping into my mind.
A slew of emails from marketing experts who crossed a line left me feeling so grubby, I wanted to dive headlong into the shower.
Psychology is crucial. Psychology is the key to getting potential buyers to take action. It works.
As a marketer, knowing the psychological triggers to action can be make or break in any campaign.
But there are some fine lines to walk.
The stereotype is as old as the hills.
A doctor goes to a party and the moment their profession is discovered they will be cornered for a diagnosis of some peculiar physical concern.
As the digital age becomes increasingly embedded in our lives, there is a new stereotype emerging for us marketers who dare to mention their profession in social settings. We get cornered about digital ailments.
“Why isn’t my website converting?” or “How do I get to number 1 on Google?” are common questions.
And the same as a doctor, we both know there could be 101 underlying reasons and factors to consider.
But I do have an advantage over the besieged doctor because as with all marketing problems, there will be one incredibly common denominator.
At the beginning of 2017, I predicted (largely to myself) that Facebook business pages would become increasingly important for businesses.
This is already beginning to play out (despite fears and rumours of impending doom!) as I see more entrepreneurs nail their colours to the mast and get visible on their pages.
In support of all the courageous souls who are getting brave and stopping hiding in Facebook groups, I am going to publicly state my predictions for marketing in 2018.
My thoughts here apply primarily to online, service-based fields. So without further ado, I will cut to the chase.
2018 will see some fairly seismic shifts in marketing.
The human mind is an extraordinary creation.
The power of the imagination to conceive and create is staggering.
Combined it with the power of the heart and we have a force of potentially unthinkable magnitude.
The potential for innovation, creativity, compassion and understanding is beyond our conscious knowing.
As an entrepreneur, you have desire to create change and progress. Humankind has always known the imperative of winning the hearts and minds to achieve this goal.
Entrepreneurship is booming. Often what is not consciously understood or enacted is that to be an entrepreneur is to be a leader.
How do I market with integrity?
This is a question I hear over and over. And the reason I hear it is because marketing is sold as a set of processes and tactics that you must master in order to make your business successful.
Is that really accurate or true?
I don’t believe so.
A successful business needs a steady stream of buyers.
That is an indisputable fact.
Making it a reality becomes the primary focus of our business, marketing and sales efforts.
The essential steps to set up a funnel or ad campaign or blog or SEO become our focus in order to “drive” traffic and conversions.
And in reducing our focus to this result, we manage to disconnect from the source of power to “attract” that steady stream of buyers.