Two Kinds of Customers in 2020

Naturally, trying to generalize usually entails negative results but from a marketing perspective, consider the following classifications a part of behavior segmentation.

The first kind of customer is the extrovert, and you guessed it, the second is the introvert.

Behaviors are a vital chunk of user experience design. Knowing that the industry you wish to dominate is full of people who prefer face to face human interaction is important. In many industries, the majority of prospects often prefer little to no human contact. Knowing that is vital to sales.

Having the option of a self-serve or a semi-self-serve system really takes a load off of customer support and salespeople because only qualified leads make it through to them. Significant improvements in optimization might not seem so impressive until you see how much money you would be losing with even a percent less.

Introverted people will almost always choose a self-service over calling a number or going to an address if the option exists. Outgoing people prefer communication and therefore have no problems going to a store in-person or calling a phone number to ask questions.

Not all industries are built for self-service though. Take promotional products for example. A majority of promoting surrounds the natural talent of social butterflies and extroverted people in general, so it’s very common to solely use calling.

Another reason self-serve platforms might not be a great option is if you sell a very expensive service or product. A phone call can be a decent start for making sure the potential buyer is not a scam artists, but beware there are many that do call and seem real. Many platforms have built in security but bot developers have always found ways around them.

Extroverts and introverts come in a cornucopia of varying personalities so it is safe to assume the only thing one extrovert has in common with another extroverted buyer is just the extroverted part and the same goes for introverts. Unfortunately, from this everyone should derive that everyone’s preferences for design are subjective.

The way a user makes a purchase does depend on the user experience design; however, its effects are indirect. User experience design and user interface design go hand in hand but are not the same. Your user’s experience design changes the user interface design and that’s just the surface of development. Keep in mind, even offline businesses are subject to the same principles.

When things get a bit confusing, never forget, there are many UX and UI designers who specialize in your industry whatever it may be. Doing it yourself does not save time or money.

In the past, the comparison was between narcissistic buyers and selfless buyers and the point of that was to address convenience as part of your marketing strategies for those who feel entitled to it. Today, the point is so everyone who reads these words knows that now is the time to upgrade to self-serve if applicable; that is, if you like having a cash-flow positive business.

The 1st of 5 $100k Ad Spaces Is Now Occupied

If you have never seen the homepage, it would seem fitting to do so before continuing. It is moneyequalsvalue.com .

Consider public relations a vital part of every business and not just business to consumer. Trust is built as seeds are sown. Before the public will take notice, they must be made aware of the brand they are forming a relationship with.

These are not just ad spaces. Every spot on Money = Value is individually crafted to reflect a simplified and marketable version of the brand it holds within it. It is the perfect intangible investment for industry leaders.

Awareness and publicity are similar but not the same. The ad space will generate awareness, but it will do more. It will grow in value and can be resold to whomever its owner pleases. The affiliation and momentum of publicity in the forthcoming media from growing scarcity will bring the highest quality prospects.

A return is inevitable. Throughout advertising history, uniqueness presented in a familiar form has proven to capture the curious public’s eye. Especially amidst current events, people seek out exciting news to keep from overthinking. Prestige and authority are the kind of publicity consumers expect from any brand that appears on top of other brands.

Learning that quality wins over quantity is something that can be learned sooner than later. Until then, most organizations and leaders will have to enjoy the stress of inadequate marketing.

Adapt or Die

From a business perspective, times of adversity can be an opportunity to display true value in respective communities. Attempting to take advantage of people in cases like these always backfires sooner or later.

Unfortunately, while many people run businesses that can and do lend a hand in crisis situations, many businesses suffer heavily from lack of mutual support.

You might think some products and services have no place in all this but everyone fits in somewhere. Even if you already have a niche, times are dictating that everyone find their niche in relation to current events.

Artists give historical contributions in the form of embedded social commentary whether ambiguous or boldly stated. Producers give us the option to supply ourselves with commodities and novelties we would have to otherwise make ourselves. Distributors make products and services widely accessible for a majority of intended audiences.

Even seemingly forgotten or foreign markets make a difference in the bigger picture as one market changes in supply and demand, related marketplaces respond. For example, when gas stations decrease in supply, demand and prices go up but also the electric automotive industry experiences a positive growth as a result.

Do whatever it takes to survive; however, keep a broad perspective and stay proactive in business, community efforts and stay honest in marketing.

Good luck.

Marketing & Sales

A lot of people surprisingly think sales is the heart of marketing, but sales and marketing really exist entirely independently.

The reality is that sales are vital to any profitable operation and marketing is typically used to maximize sales, increase conversions, reduce unnecessary costs, land partnerships, demonstrate value or just to spread an idea. Sales are often the result of marketing; however, both are separate processes.

It is, unfortunately, more common than one might think to find sales teams that lack any kind of communication with a marketing team other than to automate leads. Marketing can mean anything that isn’t directly a sale such as advertising, CRM, tests, product development, price adjustments, reviews, research and development, account management or campaigns.

Some salespeople are excellent at landing sales consistently enough to where marketing is secondary, but not every type of product can survive that way. The more expensive a product or service is, the more patient and direct a business has to be making salespeople more vital than in a situation where very little pressure is part of the decision process. The approach is different too. Closing a sale is no longer an objective with modern sales techniques; at least not conventionally.

Marketing has become so driven by data, it’s almost unnecessary to learn how and why the methods work (almost). Of course, once the data is collected, utilizing it is the tricky part. Understanding the consumer’s needs and wants is still the heart of marketing. The right data can reflect consumption and can be organized any way needed.

Algorithms and machine learning can simplify analytics and produce a wider array of information. The purpose of better information is to optimize processes from ad to sale to review to repurchase.

In the past, the cycle was less data dependent because people were more trusting of advertising. Ad blindness is to blame for the aggressive advances in marketing. Some call modern practices invasive due to the accuracy of ad placements.

It is possible to survive as a business without much marketing but at the very least, leads must be generated and qualified. The reality is that everything varies from industry to industry.

Industry Fame vs. Being Famous

There are many popular people in the world but to classify their fame in the same way would not make sense. It’s very possible to be known by millions of people and never be recognized on the streets. It’s also possible to be recognized on the streets without being famous at all.

What separates fame and industry notoriety is interest. Generally speaking, popular celebrities are entertainers. A majority of people enjoy entertainment so it makes sense that everyone might know who a rising musician is but not an industry famous stock trader. If you trade, you’re more than likely to care slightly more about the celebrity stock trader.

What good is it to be well-known in the wrong industries? What it can end up doing is backfiring.

Networking is useful for the same reason being a celebrity is: Marketing and connections. You just might end up networking with your competition which means you just might end up with a spotlight on you. That does not guarantee leads that convert to sales.

What ends up happening is that people who need your service need you because they have no idea how to describe the problem let alone fix it. The implications are that they rarely will ever be able to search for you using the correct words.

Think entry level. The inability to communicate what you do to someone who has never heard of what you do can be detrimental.

A personal anecdote: while trying to obtain momentum for my marketing services online, I opened an article up for syndication. Because of the jargon I used, even though what was said can be considered newsworthy, it ended up reaching industry-based SEO blogs and news stations. The competition became well aware of my accomplishments but my target audience did not. The results ended up bittersweet.

The purpose of that short story is that you have to address the people you plan to sell to. If you have no idea how to do that, ask for help. Time is valuable. Not wasting money on trying things over and over is valuable. Writing for people who understand what you do already will make you more notorious in your industry but not with your target audiences. Being industry famous has its perks once you reach the level of authority. Fortunately, that can be obtained with diligence and success.

(Not everyone is, or should be, a copywriter. Let a professional sales writer do what they do best while you focus on what you do best. There are no guarantees in marketing but you can minimize losses. )

Being industry famous is perfect for people with industrial products but knowing your target industries is the goal in most cases.

Why Gurus Lie To Us

Truth is something advertising likes to distort and twist as often and as much as possible. It only makes sense the most effective ads in general stretch the truth more often than those which rely on a feature or benefits.

Ironically, the part marketing gurus lie about most is not what most people expect. More often than not, ads promise happiness or significant improvements in daily life to persuade buyers into making purchases or at least inquire about it. In a way, the success promised by marketing courses, books and other things does actually lead to serotonin.

What they all lie about is how easy it is. If it were easy, everyone would do it, right? It depends how one defines easy. Can marketing be simplified? Of course but so can calculus. Simplified marketing processes require an excellent balance of education, experience and communication skills.

Over time, you start advertising less and focus on expansion because brand recognition is primarily to create awareness and interest that can be converted into loyal customers. This is not an indication that advertising is becoming less effective, but can be an indication that your prospects are ready to trust you so you can stop trying so hard.

The so-called marketing experts that make millions while their students suffer from bad coaching know if people knew how difficult it is to do everything alone, it would be marginally more difficult to profit. For them, the name of the game is to get you to want to be like them and their product is the only way to do that.

Trends come and go. When marketing stops being trendy, it may become evident who the fakes were all along. To focus on long-term results means to focus on long-term processes.

It can be a little conflicting to hate people for trying to do something similar to what your goal is but keep a moral compass out while making your way down the path. No one can say for sure what their intentions are regardless of the results.

To those in the field of marketing who are teaching others, keep up the genuine work. The overall message is against the people pumping out empty promising words and mass-produced solutions to personal problems.

A New Age of Copywriting

Notice the title mentions copywriting. If you do not know what that means exactly, to sum it up shortly, copywriting is any writing that expresses an intention to sell an idea, service or product. The art of sales copy has existed as long as written language you might say.

Its function is vital to a capitalist economy. Say you plan on quitting your job someday in hopes to sell your new invention. How are you going to tell people about it: sales copywriting. Before modern technology, most marketers used print of some kind and before that most marketers didn’t know they were marketers but still used original branding techniques (often times literally.)

In advertising, indirect marketing and direct sales, the message, whether verbal or visual, is sales copy. The most effective ways to go about the task of creating these messages for sales has gotten more difficult some say as people have become conditioned to personalized versions of most major services and products.

The future is unpredictable in some ways; however, there is a gradual rapid increase of anti-social behavior and an increase in narcissistic behavior as well. With that in mind, sales copy is becoming less about the audience and more about relationships and relating. People feel their dollar is worth enough to make you compete for it.

There are two strategies that can come of this with their infinite derivatives and clones: One being a personal, people-pleasing trustworthy copywriting technique; The other being an equivalently narcissistic and thus relatable message writing strategy.

The benefits of making a long-term value and trust based campaign are that you’ll keep clientele longer. The morale is higher. The stress is lower and marketing assets are reusable thus lowering costs. The downside is less rapid growth.

If the rapid growth of trend building is the goal, relatable messages are more likely to win someone over. It creates the illusion of trust without much effort but does not work equally on all market segments. Not every type of business can be trendy. Your service or product usually has to be practical enough to be adapted for consumer use, if not eventually.

Many people do not refrain from using morally ambiguous marketing strategies but for those who do, genuine trust does take time to build but it is not a trend and does not diminish. Many successful companies try a combination of both white and grey hat practices.

Whatever the case, it isn’t like before when people had more trust for one another. The decrease in social behavior has led to anxiety and fear which can be a hurdle for new brands. People are less likely to try something new without direct personal influence.

It might not be so. This is all speculation.

Why Not Advertising is the New Advertising

There are actually multiple reasons to why advertising is becoming less and less effective. Some reasons may be debatable and if they are, please feel free to share.

Marketing can get very manipulative and in advertising, it’s most often seen as inevitable. That is not why advertising is gradually losing its effectiveness but it does play a role.

More and more professionals are attributing emotions as the leading motivation for purchases. Marketers are excellent at being positive on the outside at all times. Though, as all humans experience, there can be inconsistent feelings that come with actions. So, with that, it’s implied that manipulation is not actually a direct cause of the decline of advert effectiveness.

Trust is spread very thinly in the digital age. Premium product and service providers are very aware that every ad and customer reflects the brand’s reputation so they carefully select their targets, qualify them and form gradual relationships until the time comes when the prospect is ready to make a decision. Most potential clients are just potential but it is the most successful way to make high-value sales. It does not apply to common retail sales until you start attempting to build brand loyalty.

Overcoming the obstacle of trust-building is what separates most people from a sale. It’s best to develop a system that can be scaled and taught within a few short weeks.

Client acquisition is about being in the right place at the right time, but recently, marketing is moving in a new direction. Potential leads want to feel as though they should know you personally despite being a brand. The new goal for advertising is nothing like conventional paid advertising. It seems to be more like modern advertising is about always being around your qualified leads until they finally do need or want what it is you sell.

In practice, everyone is trying something digital out, and that is because you can potentially reach a wider audience in a shorter amount of time but remember a couple things: Starbucks doesn’t have to promote their own social media and that is because their products promote themselves.

Sometimes your time is best spent improving the product you plan to sell instead of finding the best way to sell it.

The Problem with Most Financial Freedom Content

I used to see them once in a while, usually as a banner or sidebar ad on a blog or website. Now they seem inevitable wherever I am. The financial “freedom” trend is becoming the opposite of what it should be.

It should be the solution to a problem and not a problem itself. There’s nothing wrong with wanting to be your own boss but proof-of-concept exists for a reason.

Having a developed skill means you should be able to use your time as leverage to profit. Having business-related skills means you should be able to succeed in a business setting. Having both means you have the potential to be self-employed. Having both plus the ability to market yourself effectively puts you in a position to attract investment for a business but that doesn’t mean you should start a business.

Having all of those things, plus a savings or source of sustainable income still does not mean you will succeed but it does mean you’re in a position to start a small business.

Having succeeded in running a small business does not always translate easily into scaling. Expanding is best done with one or more partners who have proven their trust and experience.

Many social media accounts and bloggers have been taking advantage of trends that lure greedy, impatient or desperate victims to conclusions that making money is very easy and can be done for little to no investment. The problem here is that people are falling for it and they inevitably fail but not before losing money, time and morale.

It is okay to fail. Most of us are not masters or experts. Business might not be the best place for you. It can be soul-sucking. If You are meant for business, you will learn very quickly that rejection is not failure.

So in summary, you should not rush to take a loan out or max out your credit cards.

How To Profit From Your Services & Products

I could turn this into an ad for my marketing services ( animationandwhatnot.com ) but I can’t imagine who would read that. So instead, here’s some actual advice.

A majority of products and services are going to take capital, strategy and effort to get off the ground. Nowadays, everyone wants to be self-sufficient and that creates competition.

My first suggestion for those who already know what they’re selling is to study your competition. Study the successful ones to see what they do right. Study the unsuccessful ones to see what they do wrong. Study yourself to see where you are and where you could be.

How does that make you money? It prepares you to remove the barriers that keep you from success.

Equally important is maintaining a healthy and professional reflection of your work. You wouldn’t put your credit card into a sketchy looking machine, so then why would you expect someone else to put their money into a sketchy looking business?

Look at least as good as the work you provide, if not better. Unfortunately, people do judge books by their cover and it’s your right to take advantage of that.

You should begin to see the image being uncovered. Once you’ve become aware of your barriers, you can gradually eliminate them and then focus on your work and how other people see you. If people see you as a potential value they could be missing out on, they might just decide to take a chance they won’t regret.

My primary focus, though no more or less vital to the outcome, are actions. Our own actions and the calls-to-action placed in front of people are what bring phone calls, emails and sales. While there are other parts to a good sales funnel, no good system is without direct and indirect actions.

To put the puzzle together plainly, profit comes from providing time, services or products, but product development is only a small piece. The rest comes from realizing the road ahead by envisioning potential problems in order to find solutions before you arrive. Making decisions and asking others for support will slowly bring you the right way.

Do not forget to keep your senses alert along the journey. Your process is worth even more than the results.

 

What has helped you become self-sufficient in the ever-changing financial world?