This is an important phase, but rather than just following on from C6, this needs to be present in all of the previous six stages. We can go further than that and tell you that the care we are talking about should be ever present in all that you do in all parts of your business.
During each of the steps taken, your core values, your culture, and your principles should be overtly present, showing that you and your business machine truly do care. Doing this needs to be sincere and is highly attractive to all but a few people.
This, then, is how I suggest you enter the world of effective marketing to get the ball well and truly rolling. There are several things you can do throughout your business to show overtly that you care, for example:
- Use your time and, therefore, the time of your customers with care.
- Use block time techniques so your work becomes more focused and creates more quality.
- Don’t let emails, posts and calls get in the way of your block time, but at the same time, do not leave it too long to respond to your customer’s requests for support or advice.
Other important areas to illustrate the care you have for your market, the population and your customers is to listen to what they have to say and use the relevant information that comes from that to shape your future business. Take some time to learn about and practice the technique of active listening.
Thinking specifically about showing care in your pre-sale marketing and landing pages, you should be thinking along these lines:
- The cover-all for this is to take great care with your content for the various landing pages. The technique we use to construct sales funnels works; of that, there is no doubt. But when they don’t work, it will all come down to the content. Please also remember that when I talk about the content, I am not just referring to the written word; I am talking about multimedia.
- Spend time researching your market to understand their issues and what will resonate with them. Remember that these can be split into two generic groups and three subgroups which are as follows: Navigating away from a problem or travelling toward a stated goal. These are then subdivided into Wealth, Health and Relationship.
- Never rush your content; while it doesn’t need to be perfect, it does need to be well thought out and prepared.
- Make sure you are always on brand and make sure that you are always following your principles and values.
- Never over-promise and under-deliver; instead, under-promise and over-deliver, always strive to exceed your customer’s expectations.
- There is nothing wrong with polarising your general audience on some subjects, but you should avoid religion and politics.
- If you are going to use humour, do not focus on others but on yourself.