What kind of marketing is the most effective?

sneezr.ca Have you ever asked yourself that question? I did. In fact, many years ago I spent countless hours trying to figure it out.
The answer turned out to be quite simple: word of mouth marketing. Or as I call it: the art of cultivating recommendations.

Surprised? Probably not. With recommendations, there is no sales pressure and no credibility issues. When your friends, family members or trusted co-workers recommend something or someone to you, they are genuinely trying to help you. That means a lot, which is why you usually remember it for a long time. But here is the catch: recommendations must be earned. How do you do that? Where do you start? How do you give people a reason to talk about your products/services? How do you nudge your story into every day conversations? I launched sneezr.ca to help you answer those questions.

May I propose a simple exercise?

Close your eyes for a few moments and consider what’s involved in caring for something you love. A lot. For example, think about what’s involved in caring for a pet such as a dog.

Let’s begin with your daily routine. A couple of quick reminders on how having a dog would affect your daily routine: Every day you’d need to take your dog out for a walk a few times, you’d need to feed it, etc. How much would it cost to keep your pet dog healthy and thriving? Think of the financial investment for a moment. It’d be substantial, no? I speak from experience. :)

Now, think about what’s involved in caring for your business. (My guess is that you love it. A lot.) Let’s begin with your daily routine for your business. How do you feed it? Are there any changes you could make? If not you, who? If not now, when?

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Who never gives up?

How do you think about the causes of the setbacks, both small and not-so-small, that happen to you?

In his book Learned Optimism, Martin Seligman makes a case for the idea that people who resist helplessness believe the causes of bad events are temporary. Those people tend to be optimistic, while the people who believe the causes of bad events, even minor ones, are permanent tend to be pessimistic. How can you know who’s who? :) Martin gives us a few of examples of things people from each group tend to habitually say when they are experiencing a setback. Click here to see them.

Moral of the story: don’t join those who habitually think about bad things in terms of ‘always’ and ‘never.’ Resilience is a choice, not an inherited characteristic like your height or the colour of your eyes. It’s easy to forget that.

Mar 6, 2015

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How do Google ads & Facebook Ads compare?

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My 2¢:
Google ads are better for immediate sales events.
Facebook ads are better for brand awareness and lead generation.

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Are you trying to boil the ocean?

It’s often those who narrow their focus right off the bat – way more than an average person would want to — that end up being the brands that people love. Case in point: untuckit.com – the ideal shirts for the untucked man. (Notice the lack of big words.)

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Image via untuckit.com

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What is the foundation of great customer service via email?

The answer to the above question is one word: attention.

Feb 20, 2015

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