​Does anyone else have that drawer in their kitchen which is crammed with menus from all your favourite takeaways? 

Have you ever thought about how you could use this marketing technique in your business for all those customers who have ‘filed you for later’?

Now, I'm not suggesting you go and print thousands of leaflets about your products or services and post them through every door in the country. First, that would be extremely expensive and, second, it just wouldn't work for most businesses. 

What I'm talking about here is something which you can give to those potential clients who aren't really “hungry” for what you offer now, but might be in the future.

Your headlines are the first part of your marketing that your customers will read so they need to make them want to read on. How? By waking up their chimp and prompting them to take action.

But what do I mean by ‘waking up their chimp’?

In The Chimp Paradox, Professor Steve Peters talks about what he calls the ‘chimp brain’. This is the primitive part of the brain which is solely geared towards keeping us alive. It’s constantly on the lookout for danger, and, as soon as it wakes up and realises that there's danger present, it takes action to protect us.

As a business owner, do you find yourself walking a tightrope between offering what you think your customers can afford and what you know your product or service is worth to them? 

If any of the following are true about your business, it might be time to considering raising your prices:

• You have a waiting list or are at capacity for what you offer 
• Customers almost always buy your main product or biggest package instead of your lower cost alternative
• You often hear the phrase “hmm, that wasn't as expensive as I was expecting” or “that’s good value” 

In all of the above cases, your customers are telling you that your products or services are really good value for money. So what's stopping you from raising your prices?

If your product or service is a fairly considered purchase then don’t expect to put one piece of marketing in front of your customers (such as an advert, email, brochure or exhibition stand) and immediately close the sale. This is the dating equivalent of proposing marriage on a first date – oh dear no.

Many people mistakenly think that the purpose of marketing is to speed people up in their buying decision. But it isn’t.

The role of marketing is to make it really easy for people to buy from you when they are ready to. If they don't feel rushed into it, customers will be much happier with their buying decision and will be more likely to stay loyal. And we all know that loyal customers are the most profitable kind.

If your customers are going to need to think carefully before they buy from you then you need to let them. Your marketing needs to facilitate that slow, careful consideration to help them buy comfortably in their own time.

To do this, you need to think through the whole buying process from your customer’s point of view.

​Content marketing is all about selling your value NOT your products or services. It’s about creating and sharing relevant content that supports your ideal customers through their decision-making process.

In B2B businesses, this can sometimes be tricky as you may have quite a long buyer journey. A B2B buyer journey often involves more than one person in the decision-making process and the implications for your buyer if they make the wrong decision could be big. Depending on the purchase, a B2B buyer may be concerned the wrong choice could affect their relationship with their boss, their promotion prospects or even put their job at risk.

If you’re finding your B2B marketing isn’t as effective as it could be, check you aren’t making any of these 4 mistakes…

Do you want to learn the 6 step process I use to create a robust marketing strategy with my clients? If you implement all the steps outlined in this blog then you won’t need to spend a penny on a marketing coach or consultant. Simple. 

But why on earth would I do this? Am I trying to put myself out of business? Far from it!

I’m prepared to bet that the kind of ambitious business owner I’d like to work with will take one look at this and say, “That’s an awful lot of work Ros, I don’t have the time and besides, I need an outside perspective to do this effectively. Why don’t we talk?”

But let’s start with the basics. What is a marketing strategy and why do I need one? 

How often do you check the reviews before you buy something? Reviews are so common now that we expect to be able to read other’s opinions on a product before we buy.

So how can we get those great testimonials and reviews?

Any marketer will tell you how important a good testimonial can be for your business. To feel confident enough to buy, we need to trust that our investment is going to deliver whatever value it promises. Ideally, we’d get a recommendation from a trusted friend but, if that’s not possible, a review from someone else who has bought is the next best option.

The purpose of marketing is to make it easy for people to buy from you and become raving fans. So you also want to make it easy for them to refer or review you. How can you do that in your business? 

Here are some ideas…

I had a conversation this week with a fellow business owner about those offer deadlines and red flashing countdown timers, that pressurise customers into buying. If you’ve been on the internet in the last 5 years, I’m sure you’ve seen the ones I mean.

​There's no denying that tactics like this work in the short term, but does that mean it's a good idea? Does a quick sale lead to more profits in the long term?

In my blog last month I explained why we need content marketing. Today I'm going to show you what great content marketing means.

Content marketing needs to empower our buyers to make informed decisions. This means you need to demonstrate the full extent of your product or service and your expertise in a way that is convenient and easy to consume.

Because content marketing is all about education and trust-building, it supports our most risk-averse buyers who need to deeply understand and trust something before they're happy buying. Selling to fast-paced risk-takers might be much easier, but if you can convince the slow-paced risk-avoiders then your sales will skyrocket.