Getting your customers and users to pay attention to your
business is harder than ever. People have an infinite number of choices
compared to 2 or 3 years ago and a lot less time. By taking a different
approach to selling and marketing you can begin to make more enquires and more
For regular readers, you’ll have noticed that I’ve talked
about marketing guru Seth Godin before (even reposting articles direct from his
own blog). Seth attracts many followers for his insightful take on modern
marketing and is not afraid to be a bit controversial. I highly recommend
anyone to check out his blog or videos.
My 3 ways to better sales is inspired by some of Seth’s
ideas that I really dig and think you guys will get a lot out of.
Be on the fringes
Many small businesses play safe when they’re approaching
things. They follow the crowd when it comes to things like marketing, branding,
sales and customer services. They do what they see others doing as they see it
as being safe. But no one says you have to play it safe.
Do things differently to others. Approach your strategies
from a different angle and make your customers sit up and take notice.
10 years ago in the era of mass marketing playing safe was
the safe thing to do because everyone listened. Now people (your potential
customers) don’t have to time to sit through the ads and listen. Now you have
to be on fringes to be noticed.
You get on the fringes in business by being remarkable. By
becoming something or someone that people want to make a remark about you can
create a buzz around you and your business. When they have something to say
about your product or service they tell someone else. They’ll want to share the
That doesn’t mean you have to come up with a new product or
service that is out of this world, just that maybe you need to do something
that is remarkable with what you have.
When Google announced Google Wave earlier in the year they
did something that was remarkable with their marketing. They only opened it up
to a handful of developers. If you didn’t get an invite first off, you
desperately wanted one. The buzz about Wave and the fact it was a limited
invite-only spread like wildfire to the point where now they haven’t even fully
released it yet and people are trading invites on eBay for crazy sums of money.
By taking a remarkable approach you can get your future
customers to sit up and take notice.
Sell to those who are
With a massive choice and not a lot of time, consumers don’t
have to listen to everyone that tries to sell them something anymore but they’ll
most certainly buy from someone they already listen to.
Why waste your time and effort (and maybe even money) trying
to sell to the large percentage of people who aren’t listening or aren’t
interested? What’s the point?
Apple doesn’t try to sell its stuff to the non-tech savvy
customers. It aims the majority of its marketing to the geeks, the fashion conscious,
the tech savvy, the trend-setters and to those who appreciate great design because
they know that they’ll be the one’s listening.
Talk to the people who are listening and you’ll be able to
sell to them far better than those who couldn’t care less.