In this blog post, discover...

Are you busy?

If you are a business owner reading this, then the chances are the answer is yes, you are busy - but let’s expand on that: Are you busily working on the right stuff?

It’s easy to get busy in the modern world. When you aren’t delivering to a customer, managing staff issues or doing sales and marketing activity there’s always finances and bookkeeping to manage or general admin stuff that’s outstanding. For the typical business owner, there’s even stuff on the list that will probably never actually get done!

At this point, you might be expecting some tips for how to prioritise what’s important and manage your lists of endless tasks better. There’s no top tips or discussion on to-do list management in this blog post. Instead, we are looking at a much more effective way to get results in your business… outsourcing.

Let’s understand the definition of outsourcing as well as how you can use it in your business and the benefits of outsourcing.​

I’ve written a lot about pricing in my book Psychology in Marketing and Sales, as well as in previous blog posts and I’m often surprised when I hear small business owners (especially startups) ask how they can possibly charge for something when other people are offering similar services for free.

A recent example of this is when a customer of mine pointed out that his competitor is charging £25 for a webinar. “How can they do that”, I was asked, “when everyone is currently doing similar webinars for free?”... and from what we could see, the competitor is successfully selling these webinars.

The reason for the success comes down to what I like to refer to as the ‘Offer’ - the way that the product or service is positioned including the key message, the benefits and who is being targeted.
As well as the way the offer is positioned, the price itself can have a big impact on perception. Without knowing anything about jewellery, for example, a customer might assume that the higher-priced necklace or earring is better quality. The webinar or training course that has a higher price tag could be assumed to provide more valuable content.

The purpose of this blog post isn’t to give you specific actions or strategies for your business when it comes to product positioning and pricing. The aim is to provide you with content to reflect on, and to help you think about how you can position your products better - and that’s why I’d like to share the following examples I came across recently (by the way, if you would like to have a review of your pricing strategy or how you position your offer then I provide a 90-minute one on one session that could make a huge difference to your business. Click here to find out more).

The apple story

I have come across this from multiple sources, and while I don’t know if it’s a true story, it’s still great to read…

An old man was selling apples. His price list reads:

1 apple = $3.00
3 apples = $10.00

A young man stopped and bought 3 apples individually - paying $3 for each.

As the young man was walking away he turned and said “Hey old man, do you realise I just bought 3 apples for $9, instead of $10? Maybe business is not your thing?”

The old man smiled and mumbled to himself “people are funny. Every time they buy 3 apples instead of 1, yet they keep trying to teach me how to do business.”

Comparing Apple, not apples

On the subject of apples, The iPhone (ok so a different type of Apple!) has been very successful over the years with a much higher price than many of its competitors.

We could get into an in-depth comparison on how good the iPhone has been over the years compared to other phones but, despite some phones being arguably better, having more features and being cheaper, they have not sold as well as the iPhone.

Why? Because Apple products have strong desirability. The brand has been built up over the years and the ‘Offer’ has been created and positioned in a way to make the iPhone a MUST HAVE product.

What’s your OFFER?

When it comes to selling and marketing your products and services, it’s not just about the price, or about the features. It’s about many elements that need to come together as a complete package. Success depends on creating the right offer and then communicating it effectively to the right audience.

The right offer consists of having the right product, with the right features and benefits at the right price, and that also needs to be communicated to the right target audience. That’s a lot of ‘rights’ but you get the idea.
​
If you need help with positioning your offer correctly and making it a success, let’s have a chat to see how I can help. Get in touch today.

A few months ago I was out for a walk with my son and we passed a For Sale sign for a property, and the contact details at the bottom of the sign included an email address that was Hotmail (such as name@hotmail.com). My teenage son called out jokingly “at hotmail, I’m not buying that!’ - which got me thinking about the importance of professional branding (the fact a teenager is suggesting he’s interested in buying a house didn’t bother me, knowing that anything on the market is clearly out of his budget in the short-term!).

For many years, I’ve always argued that businesses serious about growth need to look professional, and seeing signage or wording on vans (such as for electricians or plumbers) that have a gmail or hotmail email included is likely to put doubt in the mind of the buyer. If you don’t know the two electricians, would you rather buy from john@premiumelectrician.com or gary123@gmail.com?*

But I would argue the importance for having a professional brand, right? Afterall, I’m in marketing and brand reputation, and building credibility and trust with customers is something at the front of my mind on a regular basis. But in this scenario, it wasnt me. It was a teenager with little knowledge about marketing concepts and who has no experience of buying high priced items such as cars or a property who clearly pointing out that the lack of professional branding in the contact details could be a reason not to buy.

Potential customers seek credibility

When a potential customer looks to buy from a business, they want you to show credibility that you are a trustworthy brand. If there is any doubt about your credibility then they will look at buying elsewhere, and not from you.

Think of it like a job interview. When recruiting, a business might receive a stack of CVs to find their ideal candidate. They can’t interview everyone and if they all look good then there’s a dilemna, so what to do?

An easier option, which is usually deployed, is to find a reason to discount a candidate with reasons such as ‘there are a couple of spelling mistakes, do we really want that lack of attention to detail in that role?’.

​Finding reasons not to hire or interview is as powerful as finding a reason to hire someone, and when it comes to brand reputation the same applies. The copywriter that sends you a badly worded proposal, or the accountant that messes up the figures in their quote they send to you, are sure to reduce the chances of getting the business. Of course there are many other factors that come into the decision making process but building trust and credibility is a major reason for someone to buy.

Attention to detail

Often it doesn’t take much effort to re-check wording on your website or in proposals to make sure that there aren’t any obvious mistakes, and having a professional email address or company logo doesn’t have to cost a lot of money to implement. In fact, the cost of having a registered domain that looks professional should be compared to the cost of losing business from potential customers who decide to go with your competitors!

In the example above, an estate agent makes thousands of pounds on the sale of a single property. The cost of registering a domain and setting up an email address with that new more professional domain can be as little as £20-80 a year (in fact, you can use Zoho mail which is free and the total cost can be even lower).

Is your brand up to scratch?

If you are worried that your brand isn’t providing the professional image that you need to win business then get in touch for a free marketing review. We would be happy to provide you with some top tips and suggestions. Call us today to find out more.

*These email addresses are made up. I also mean no disrepspect to hotmail and gmail accounts. On a personal level, they are great to use.

The number three is a magical number which if used properly in your marketing, can help get better results. I was trailing through my archived emails the other day when I came across an email talking about how remembering numbers is easiest when they are grouped into sets of three, and it got me thinking. How can this apply to marketing and sales?

Using the concept of grouping things into 3 means that you can do the following:

• Make your marketing and messaging clearer, and more memorable
• Nudge customers toward buying the product or service you would like them to buy
• Explain how your product or services works so that customers will want to use them

The way that the power of three works is simple (I could say I will explain it in 3 simple steps but on this occasion, I won’t). On its own, a single number, price or product seems ‘lonely’. It’s not comprehensive and there’s nothing to compare. The human mind can absorb a lot more information than that so lets at least double it…

Two is good, but it could be better. If I ask you to remember a set of numbers, let’s say 702393, you could remember them individually as six separate numbers. You could remember them in groups of two, such as 70, 23, 93 or in groups of three such as 702, 393. You are more likely to remember them - and longer groups of numbers, in groups of three.

In his book, How to Write Short, author Roy Peter Clark talks about how using the rule of 3 can be more entertaining and satisfying as well as being more effective.

Before we apply this to marketing, let’s consider some real-world examples of how three is being used:

Boris Johnson, the UK Prime Minister,  was involved in using a simple 3 worded slogan during the EU referendum campaign that was simple and easy to understand: Take Back Control. He then became Prime Minister and won a general election with the three worded slogan ‘Get Brexit Done’ which almost seemed like his answer to everything… but it worked. In 2020 during the COVID-19 outbreak, he also made the message clear ‘stay home, protect the NHS, save lives’. Ok, so the first and last part are only 2 words, but the slogan is split into 3 sections that are easy to understand, memorable and made sense. Staying at home helped protect the NHS and helps to save lives.

The power of 3 can be covering 3 words in a slogan or three individual concepts. 

Martin Luther King Jr., the civil rights activist, often used the power of 3 with lines such as “insult, injustice and exploitation” in one of his speeches* followed by “justice, goodwill, and brotherhood.”. Listing 5, 6 or even 10 things would have been harder to remember and would have diluted the message. Listing three things also makes the presenter seem more knowledgeable.

Julius Caesar said “I came, I saw, I conquered”, Winston Churchill once said “Blood, sweat and tears” while the American Declaration of Independence says “Life, Liberty and the pursuit of happiness”.

The power of three is not new, but it’s often forgotten when trying to make marketing more effective.

Using it in your marketing

In my book, Psychology in Marketing and Sales, I talk about Decoy Pricing which involves offering a third pricing option. This third option increases sales conversions and also results in customers opting for higher-priced products or services. This works for various reasons, one of which is that it takes the mind away from comparing lower-priced products, or not buying at all.

In your marketing communication you can also use the power of 3 as follows:

• To make your product memorable for when people are ready to buy
• To get the benefits across quickly and easily without losing the attention of your audience
• To highlight how easy to use or implement your product is, resulting in higher trust and consequent sales

Here are some examples to consider:

An accountant might highlight they offer ways to save on tax, avoid fines and grow your business as the main benefits.

A web designer might increase the value of a service by offering a 3 in 1 package: web design, blogging and social media for one single price.

A software company might communicate that their product can be set up in 3, easy to follow steps.

A fashion designer might use a slogan such as ‘look great, feel amazing, be different’

Whether you use 3 or another number in your marketing, it’s important to keep messages simple and easy to understand - while making your product attractive. If you would like help defining your marketing messaging and communicating to your customers then get in touch today.

*His speech “Non-Violence and Racial Justice”

​I’m sure you’ve been to many presentations/meetings where you get to the end and think you’ve wasted an hour or more of your life. If it’s been a whole morning, it can be even more exasperating. Your time is valuable. Work must be done or you’re running late. But you’ve just wasted 10% of your working week. 

So, when it’s your turn, you get the nod saying ‘please present X to 2-20 people,’ how do you react? In most cases you realise that it’s quite a responsibility. Others freak at the thought and have sleepless nights and palpitations.  

However, it is fair to say, that when you get it right, it can do your career a lot of good. That’s what ‘Cracking Presentations’ does for you. It makes you good at this art.

I cannot condense a whole day’s course material into a few hundred words so for now, let’s just look at the first stage – Preparation. 

For a start, 80% of the success of a presentation hinges on your preparation. Sadly, many go off on their pet subject like an avid train spotter, but this is all about confidently showing others a smart piece of work so that they understand and agree with your proposition. 

I often hear people saying, ‘But, I’m not a sales person!’  Well, you are now! Presentations are meant to sell a concept or viewpoint. You want everyone on the room to agree with you or argue a point. Then the essential points that should be implemented. It may be only to bring people up to speed. Whatever else happens, they cannot leave the room confused, doubting you or your material. 

So, with preparation of your material – decide on the end goal first. What should your audience walk away with?

• Everyone works on WIIFM – What’s in it for me? How will your presentation benefit them? 
• What is the compelling proposition that they will hook up to?  If they leave saying/thinking ‘So what?’ you’re sunk! 
• They must leave the room feeling as if their time has been well-spent or, for sure, they will need to be far more convinced that they should give up their time next time. So, respect their time and effort.  
• Exactly what should a good result look like?  Agreement? Harmony? Some going off to implement your ideas? Gaining their support for funds or policy? 
• So, who’s in the room?’ When you’re inviting people, find out their roles and seniority. You cannot play to an audience unless you know why they’re there. 
• Are they the decision makers or just gatekeepers who will report back to their boss?
• Ask HR for the average cost per hour across the company of all middle grade people. Then understand how much your meeting is costing the company. (It focuses the mind on how productive your presentation must be!) 

There will always be cynics (‘I don’t really need to be here/ I’m too busy.’ ‘Let’s get this over with.’) That is why you have to overcome any objections or reticence, so bring people onside. 

You only get one chance to make a first impression, so decide on what that should be. Hook people from the introductory 30 seconds and you’ve got a chance!

Seth Godin in his clever book, Tribes says:

People don’t believe what you tell them.
They rarely believe what you show them. 
They often believe what their friends tell them,
but they always believe what they tell themselves.
What leaders do is tell stories they can tell themselves,
stories about the future and about change.
Seth Godin, Tribes ​

The instant response from marketers (including anyone focused on video marketing) to this question would be a resounding ‘yes!’ followed by ‘why wouldn’t you use video in your marketing?’ - but there are various factors to consider before jumping in to use video marketing with both feet. First of all, let’s consider some of the benefits of using video in marketing:

• It can grab the attention of potential customers
  
• It hugely increases engagement in social media posts and on websites
  
• Conversion rates are higher when using video
  
• It can help with SEO (increasing how high up in Google search results you appear)

There have been various sources showing how much higher engagement and conversion rates are when using video and while the numbers vary, they are still big.

In 2017, Wordstream reported (amongst other data) that:

51% of marketing professionals worldwide name video as the type of content with the best ROI
Marketers who use video grow revenue 49% faster than non-video users.
Sixty-four per cent of consumers make a purchase after watching branded social videos
Video on a landing page can increase conversions by 80% or more

According to Optinmonster (2019), 'video marketers get 66% more qualified leads per year'

We aren’t going to cover the benefits listed above in detail here but it’s sufficient to say that using video marketing is a MUST for many businesses.

The concerns?

The main issue with video marketing is the time it takes to create good quality, relevant videos (and if you are outsourcing to an agency then time is money!). Writing content, whilst not as effective as video, takes very little time to do and while using images on your website, in email campaigns and on social media may take longer than simple text, it’s still a lot quicker than creating videos and can still be effective.

The issue with time and effort spent creating videos depends on how many videos you use in your marketing. If you are posting on social media everyday then you can easily find yourself running out of time creating videos to get more attention rather than doing other things in your business. Instead of making all content into video, you might find that creating occasional videos for social media posts, having a single video on key landing pages and videos for well thought out marketing ads campaigns is a better way to manage your budget and time.

Another concern when it comes to video marketing is knowing what sort of video you want and how the script will go. There are various types of videos ranging from animation (dynamic illustrations or explainer videos) to testimonial, advertorial and even storyboard style videos that are more simplistic and consist of a combination of images, moving words and sound to create a video (according to uscreen there are 15 different types of video that you should be aware of). Video marketing can make marketing a lot more complicated if you don’t have the knowledge and experience to succeed.

Things are getting better!

The good news is that video-making apps are becoming easier to use, more powerful and can help you create videos quicker than ever before (and although some have free versions, great features at an extra cost). There is also a growing number of skilled video marketers who can help create the perfect videos for your marketing.

It still remains time-consuming to create videos but selectively investing time and money in video marketing is the right way to grow your business.

At Think Twice Marketing, we offer solutions such as explainer videos and converting blog posts into videos (just like the one below) that can be posted on social media and on YouTube.

If you would like to find out more about how to use video marketing then get in touch.

In my book ‘Psychology in Marketing and Sales’, I talk about the power of fear and how it can be used to generate sales - but before we answer the question as to whether you should sell based on fear, let's first understand what we mean by the word fear itself.

Fear probably sounds worse than it is and we aren't talking about scare tactics, threats or anything unethical (sorry horror movie fans - this isn't’ for you!). Fear is about demonstrating what somebody might be missing or losing out on if they don't have your product or service. An example of this could be how you can avoid becoming unhealthy or ill by buying a fantastic range of branded healthy foods.

This contrasts to selling products based on the positive benefits. Using the last example you could promote the brand of health foods by saying ‘get fit, be healthy and have a great active life’ by buying this great brand of healthy foods.

When it comes to promoting the benefits of your product or service, selling based on fear has been proven to be more successful but if it isn't done correctly then it could backfire and damage a brand reputation or least be seen as being too negative.

Here are some examples of effective positive and fear-based messages for different types of businesses. How do you feel when you read the two versions? Do the different statements impact the way you feel differently?

Enjoy a happy retirement by investing in a pension now
Don’t lose out on a happy retirement with limited money to live on, invest in a pension now

Protect your PC from viruses with antivirus software
​Avoid losing data and precious time recovering your PC with antivirus software

Beat the queues with fast-pass
Make sure you don’t waste hours queuing up. Grab your fast-pass now

There are benefits to using both styles and a mixture of both is usually the best option.

Selling based on fear is used more widely than you might think, from the shortage of seats left when booking a flight (only 2 seats left, don’t miss out!) to pensions, investments and car breakdown cover (don’t get stranded on your own with your car broken down…) to the range of every day offers you see telling you that if you don’t take advantage of the offer in the next 2 hours then you will miss out.

​In fact, there has even become a widely used term we now use to describe one of our biggest fears - FOMO (fear of missing out).

The next time you work on your marketing, consider how you can develop your messaging and the benefits by pointing out both what’s great about what you offer AND what your potential customer could be missing out on.

If you would like to learn more about how to promote your products and services based on the way the human mind works then why not grab a copy of my very affordable book Psychology in Marketing and Sales - but be quick, it’s so good I might have to put the price up soon! 😃 ​

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