You Don’t Need To Advertise MORE – You Need To Advertise Less … Here’s Why
"It seems to me that if your current marketing isn't working very well, then advertising more would be the last thing you'd want to do…" - Julie Guest
Have you ever been in a situation where you and your team have worked so incredibly hard to launch a new product or increase your revenue – but no matter what you try, it just falls flat of expectations? Maybe you've immersed yourselves in other people's webinars, dabbled in LinkedIn marketing, or done your best to implement the latest recommendations for digital marketing. Still, none of it seems to work for you?
If any of this sounds familiar, don’t worry. It’s not your fault that things haven’t worked out yet. In my industry (marketing and advertising), practically everyone will tell you that what you need for success is more marketing tactics.
For example, "You haven't got enough leads? You need to be on LinkedIn/TikTok/Clubhouse/Google PPC/ etc. etc – and we can help!”
In the above example, they’re pushing a specific marketing tactic (also known as marketing media) to advertise your business on. Guess why marketing tactics are pushed so hard? Because 97% of all advertising agencies get paid as a percentage of ad spend - which in my opinion, is a massive conflict of interest. So the more money you spend on advertising platforms, the more money they make. Yes, it's just like putting the fox in charge of the hen house. (For the record, our agency refuses media commissions and passes the savings to our clients - we are 100% fee-based).
But these same advertising agencies are missing the point to help you.
If your business isn’t having success yet advertising on certain media, then why would it make sense for you to advertise on MORE platforms? If your marketing isn’t working, then doing more of it isn’t going to help you – it’s just going to cost you a lot of wasted money, time and frustration.
The truth is, you don’t need more marketing tactics to make your business successful – what you really need is a better strategy.
I’ll give you an example. Several years ago we worked with a large international medical organization for plastic surgeons. Despite this organization offering exceptional international training and peer networking opportunities in over 70 countries, membership had been steadily declining. "We don't understand it," the President told me “we offer the very best of any society, yet our colleagues are not joining.”
In other words, they were the best at what they did, but people didn’t appreciate how brilliant they were. Their branding was outdated, their website hadn't been updated in years – and nothing about their marketing positioned them as the world-class medical society. This organization had tried many different "marketing tactics" to try and increase membership – they'd increased their public relations efforts, invested more in digital marketing, but nothing was working.
It wasn‘t necessarily because they were advertising in the wrong places, but because they were missing critical strategy.
Without realizing it, their branding was sabotaging their sales efforts.
If your advertising says that you’re best-of-the-best – but your branding isn’t best of the best, that inconsistency will kill your sales.
Here are some additional marketing mistakes that could be sabotaging sales also:
1) Your website might look great, but your messaging isn't hitting home and getting the right people to call. If your website has a high “bounce rate” meaning people don’t stay longer than a minute or two, this is a telling indication your website needs urgent help.
2) Your own personal brand, as the leader of your business might be hard to find, or even non-existent. Everyone wants to work with specialists, not generalists, so how are you showing up as an expert at what you do?
3) There’s no irresistible offer to help people build relationship with you (without buying anything). So they visit, and then leave…
Fortunately, there's an easy fix for all this.
Imagine having one marketing tool that can be used over and over again by your business, on every media platform you choose to advertise on.
This one marketing tool will simultaneously position you as an expert, grab the attention of your ideal prospects and have them stay on your website a lot longer than a couple of minutes.
This same marketing tool will work tirelessly to increase your sales and conversion rates - like your very own unpaid sales force gathering leads for you day in and out.
In fact this one marketing tool is so powerful that if I could only create ONE marketing tool for a business – any business, (including my own), this would be it.
Oh, and I forget to mention that this marketing tool can be created in the same amount of time that it takes you to eat your lunch – just 60 minutes.
Can you guess what it is?
It's an expertly written book, "authored" by you and produced by us.
This isn't about having "content" in book-form. Content informs, but it doesn't do much else. Just because someone is "informed" doesn't mean they're going to become a paying client. That's where the marketing part comes in – but not in an unethical or pushy way. Simply in a way that builds desire.
And to help illustrate this point, you can download a free copy of Lunch Break Books – How To Become An Expert To Your Dream Clients And Author A Good Book In 60-minutes by clicking here. It's a short read, and you'll discover my step-by-step methodology for writing a great book quickly and easily that captures your genius.
If you’ve been searching for a magic marketing bullet – having your own book is it.
If you're thinking you'll write it yourself, that's fine, but it's going to be a long hard process that takes many months (or even over a year). Otherwise, if you're sick of procrastinating and want to see results fast, then getting your own Lunch Break Book is going to be a game-changer for your business.
Click here to learn more about the Lunch Break Book process and how it works.
In Summary
So the next time you're tempted to start advertising on a new media because sales are stagnant or backtracking – stop and think carefully.
Is adding a new marketing tactic really what we need?
Who is making this recommendation and why?
Or is what we need a more powerful marketing tool that can be used across any marketing platform …
