marketing Archives - Page 2 of 4

Here's the thing: the things we tell ourselves on the scroll

Tell me if this sounds familiar:

You see someone online doing something similar to you. Or something you want to do. You freak out.

You decide they’re doing it wrong or not the way you’d do it, and they’ve already cornered the whole market doing it their way so there’s no room for you.

Maybe you find yourself into a rage about how they’re making a ton of mistakes and screwing people over by charging for something so cheap. Or that they’re undercutting you and can’t possibly be making any money. Or maybe they just don’t have the design skills you do, or the communication skills. Or the experience. Whatever the exact detail is, the situation pisses you off!

Or you decide you could never do it that well. They’ve already done everything possible. They’ve done it better than you, or they’re first to market and that’s all that matters. Maybe they took an idea in a slightly different direction, and it’s your belief that it’s better. Perhaps they seem like they’ve got it all together already – effortless product launch with recommendations and referrals and people shouting about how wonderful they are. You’re not pissed off, exactly. Deflated.

And so you stop. Or you procrastinate. You stop putting your talent and effort and energy into something great. You try to find something else, even though you already have something wonderful, and unique. You tell yourself all kinds of stories about why it can’t happen now, and why it hasn’t worked out, and why you should focus elsewhere.

But ultimately it comes down to this: you’re just afraid.

Our brains are really good at being afraid. And turning up the volume on doubt and fear and just staying nice and safe. Our brains want us to be safe.

My opinion? Social media has such huge potential for connection. But it can also be hugely destructive force, especially where our soft spots and creative fears are concerned.

Here’s the thing:

The first step is always cultivating awareness. When do you tend to get sucked into The Scroll? Is it first thing in the morning? Last thing at night? While you’re waiting to pick the kids up? What time are you trying to fill by scrolling through Facebook or Instagram?

And then there’s being aware of why you get sucked in. Are you trying to find connection online? Are you really getting it? What does scrolling offer you? (Hint: if it’s numbness or distraction from what you really want, it’s time to change.)

These are the first big questions in my upcoming course: Self Care on Social Media for Business Owners.

Because we need your work in the world. And your business deserves great marketing. But if you’re getting stuck in fear and overwhelm and anxiety and just plain old procrastination, we don’t get to buy your products or see your work.

We’re going to tackle the fears that change our behaviours. We’re going to talk about how to live closer to your dreams and your fears. You’re going to get MORE out of social media – and out of LIFE!

I don’t want you to post less or market your business less. What I want is for you to feel confident in why and how you use social media, and what your contribution to the shared space is.

Let’s cultivate awareness, but more than that. Let’s change how you feel and how productive you are.

The course starts on Monday 30th October. Will you join me and other brilliant business owners?

Here's the thing: it'll quilt out

I recently decided to make a quilt. I’d been thinking about it for a while, and with the easy distractions of the internet and being able to work from my home, I decided that the manual, physical distraction of making something myself would be good for me in the evenings.

There’s something soothing about slowing hand-stitching hexagons together, piece by piece, that you just don’t get from screen time or social media.

And I love that I’m working on a project that is purely for me. It’s not for sale, it’s not a gift, it’s not for clients or my partner or my family. It’s for me. My taste, my colours, my shapes – just for me.

This quilt, currently still in small pieces stored under my sofa as I work on it slowly, has already given me so much.

A big part is the connection with crafty friends. One friend in particular, Kelly, has been named my Quilting Godmother, and has helped me to learn the steps I need to take. I’ve only sewed buttons and bits for the past 15 years, so her wisdom and awesome teaching has been a blessing to help get me started on the road of quilt-making.

I recently met up with her and took some hexagons to show her, to make sure I was still on track. I’d been putting them together, but worrying that I wasn’t seeing something that would trip me up later. Is this corner tight enough? Have I made this too tight? Will the colours work? Perhaps this sense of questioning everything you’re doing resonates…

Kelly kindly looked at my hexagons, told me they were fine (even good!), so I told her I had been worrying.

And then she told me my favourite new mantra:

It’ll quilt out.

She told me, once I’ve pieced everything together, done things I don’t yet understand about batting and backing, the small mistakes won’t matter. They’ll even add to the charm.

Here’s the thing:

Maybe today, Black Friday, the start of the busiest weekend and weeks of the year, you need to remember that it’ll quilt out.

What are the things that matter? Focus on them.

Ask yourself:

Here's the thing: incentives

When we think about incentives, we often think about money. That to incentivise a customer to buy, we have to offer a discount. Or to incentivise a member of staff to work late or quicker, we need to offer them a bonus or overtime pay.

In a culture so bound by monetary value, it’s no surprise that this is the case. Want something delivered today? Sure, you just have to pay for it. Want to make the sale immediately? No problem, just remove your profit margin.

I could write for hours on our relationships with money, and especially on the ‘need to earn more and spend less’ mentality that I often hear from clients. I really could, but I’ll save it for another time.

Because right now, on the cusp of Christmas and Black Friday (a week today), I want to suggest that encouraging customers to buy is not simply about 15% off, or buy one get one free.

I was talking to a client the other day, and I asked, ‘What incentive can you offer the customer?’ She immediately went to discounts and giveaways, which made me realise that that’s still the first reaction to so many people who want to boost sales in the short term.

But let’s just pause for a moment.

There are lots of reasons customers decide to buy a particular item at a particular time. There are many millions of pounds spent on trying to discover customer motivations and how to capitalise on them, but we don’t need that research. We already know.

Customers buy because:

They like a product (for themselves or someone else)
They trust the vendor/maker/seller
It matches their value perception of the product
It’s the right time for them to buy it (they were just thinking about something like that for baby niece Lela, and this fits right in)
There’s a time limit on the availability of the product (in essence, FOMO)
And yes, because there’s a money-saving opportunity

Customers are moved to make a purchase based on one or all of those reasons, or variations of them. And every customer has their own beliefs and values that make them different. Some customers are generous towards others, so it’s very easy for them to make a decision to purchase a gift, but much harder for them to decide they’ll buy for themselves. Some customers are the exact opposite.

And I say all this knowing that Black Friday is a good opportunity to boost sales, and that sometimes a discount or a giveaway boosts engagement and results in sales anyway. You can make good, strong business decisions to offer a monetary incentive, but let me just offer some thoughts before you do:

Do you always offer discounts and giveaways to boost sales? Doing this regularly may de-value your brand. Save discounts for special occasions, and be creative about giveaways. Make them generous and focused on a particular goal (eg getting rid of old stock, or building your email subscriber list).
Do the customers who are buying your discounted product also buy from you at full price, or will they in the future? If your discount attracts people who only buy from you when your products are on offer, it might be a sign that you need to add in a lower price point (that still offers you at least 25% profit).
Which products can take the discount? Both in terms of profit margin and sales status – bestsellers often don’t need to be discounted to be popular, and are more likely to be de-valued by a big discount.
Can you save discounts for special occasions? Like twice-yearly sales, or birthday sales, or launch discounts. You may find it better to offer discounts in a strategic, planned way, rather than simply as a push to get people to buy because it’s slow for you right now.

I’m not saying never offer discounts – just be confident they’re the right thing for your business right now.

And if you need a few ideas to offer non-financial incentives, here are some goodies:

Buy now, while stocks last! A great one for Christmas, and definitely motivated by FOMO.
Don’t end up in the dog-house this Christmas (buy one of our products instead). A good one for targeting men at Christmas.
Here’s something extra-special that’ll suit you really well. Customers need reminding that you understand them, and understand what they’re looking for.
How can you even resist something so beautiful / cute / useful?! Especially good for baby and pet products – things that tug at the heartstrings. Or remind customers how well you solve a problem they’re having.
You can get this by tomorrow if you order now. Be explicit about your turnaround times, especially in the run up to Christmas. Speed sells, especially for desperate customers.
Similarly: you can get this sent to a friend tomorrow, and it’ll be gift wrapped. Mid-December marketing.

Incentives are basically anything that completes this sentence: Buy now, because…

You can finish it however you want! You can use whatever little extras you like. You can also simply point out how awesome you are. ‘Buy now because our customer service is great’. ‘Buy now because this is a bestseller and we know people love it’. The options are really endless.

But I encourage you to see incentives differently than simply money off.

What’s your experience? What has worked for you? What hasn’t? Where do you get stuck? I’d love to hear!

Here’s the thing:

Here’s the thing:

Enter The Forge