Category: Marketing

Caring About Numbers

The average person
sucks at math
and
they can’t visualize
percentages.

If we say
16% of reinfected kids
develop
Long COVID,
for example,
people see a low percentage
and think
it isn’t that high.

But if we say
1 in 6 reinfected kids
develop
Long COVID,
people will freak
the f*ck out.
Because they CAN
visualize that statistic.
They realize
it’s a HIGH number.

We should remember this
when we promote our products.

If you want people
to visualize the statistic
and to care about it,
don’t use percentages.

Time Check

Fifty Shades Of Grey
was published 12 years ago.

If you’re targeting
21 year olds,
they were 9 years old
at that time.
This is NOT a valid
reference for them.

It is a book
their parents read.
They didn’t read it.

Time flies,
especially when you’re busy
building a business.

Ensure your popular references
are still valid
for your target market.

Perform a time check.

Helping Others If You Want Help

An author was complaining
bitterly
that no one shared
his book release post.

I scanned his social media history.
He hadn’t shared anyone else’s
book release posts.

I blocked the author.

I only want generous writers (businesses)
associating with my readers (customers).
The relationship
should flow both ways.

People are more likely
to help people
who help others.

If you want help,
help someone.

If you want shares,
share another person’s post.

Have Alternatives

With all the disruptions
happening in the world,
it is essential
to have alternatives.

If you’re planning
an outdoor marketing event,
for example,
have an indoor alternative
in case of climate change
weather extremes.
Have signs designed to point
to that indoor alternative.

If you’re planning
an in-person promo,
have a virtual promo alternative
in case of a pandemic flare up.
Have a way
to contact attendees.

If you’re serving appetizers
made with eggs,
have an alternative appetizer
recipe
that doesn’t use eggs
in case of a bird flu egg shortage
or customer concerns.

Have alternatives.
Switch to these alternatives
if you need to do that.

Show Your Brand Name

I scrolled through social media,
looking at author promo posts.

Half of the graphics
didn’t display the author’s name.

This happens
quite often.

We watch a commercial
and wonder what the commercial
was selling.

We see a print ad
and have no idea
who placed it.

That’s a waste of resources.
People are busy.
They are unlikely
to search for this information.

SHOW your brand name
on graphics
and other marketing materials.

Display your brand name prominently.
Make it easier
for prospects to buy from you.

Take Photos

We often need images
to market our products/services
on social media.

We have 4 key sources
for these images.

We can steal photos
off the internet,
not gaining permission
to use them.
That is a shortcut
to an ugly lawsuit.

We can use photos
in public domain.
That is risky
as photos can be taken
out of public domain
at any time.

We can use stock photos.
They usually cost
at least $1 per image.

Or
we can use our own photos.

I use my own photos ALL the time.
I take photos wherever I go.
I especially like
using close-ups of
flowers or bark or other things
as background textures.

I take precautions, of course.
I ensure there are no other brands
in the parts of the photos
I use
and
I don’t show people.

(To use an image of a person,
you should insist
they sign a release form.)

By using my own photos,
I ensure the images are unique
and I reduce costs.

And if I don’t use them,
all I’ve wasted
are a couple seconds of my time
and a little bit of memory
on my phone.

Take photos
wherever you go.

Promo Posts Your Customers Collect

A writing buddy
writes deliciously spooky
gothic romances.

Every day,
she posts promo
on social media
about her books
and
she features
wonderful gothic images
on this marketing.

She shows women
in white flowing dresses
running down staircases
or houses with one light
shining
in their turrets
or wax dripping
from a candle.

Her readers LOVE these posts.
Some of them collect
the images.

And every image
has one of her book covers
on it.

Design your marketing
so your customers
and your prospects
will want to collect it.

Mother’s Day Marketing

Many companies are allowing customers
to opt out of Mother’s Day promotions.

Mother’s Day is emotionally rough
for a LOT of people.

It will be especially rough
this year
as we’re three years
into a pandemic.

There have been
SO many losses
and many of the losses
have been Moms.

Other losses
have been kids
(and that includes
grown kids).

Be sensitive
regarding Mother’s Day.

Don’t assume
everyone wants
to remember the day.

Your Social Media Posts Could Be Reposted ANYWHERE

I posted a reply
on the bird site.

When I logged onto
the elephant site,
I saw someone
had reposted
my reply there.

This happens.
Often.

(And, unfortunately,
it is rarely
one of my book posts
that gets reposted.)

Assume that when you post something
anywhere,
it could be reposted
EVERYWHERE,
including sites
you would never visit.

Ensure your posts
represent
the branding or the person
you want others
to see.