Marketing for Dummies the book should actually be called marketing to dummies.

Keeping Marketing Simple

I was making pizza for my children a while back. I’ve made pizza many times before – but this time I actually studied the instructions on the back. The biggest thing that struck me was how SIMPLE the instructions were. Lots of visuals – big letters – and only three steps.

ANYONE – even if they can’t read – could bake this pizza. And it struck me… the problem with almost all marketing is how complicated it is.

Today I got an email from a friend advertising a coming event he was hosting. I visited the website but couldn’t find the date of the event anywhere. I got frustrated and clicked away.

Dummy Proof Your Marketing

Complicating your marketing is stupid. You will lose customers just by making their life difficult for them. Instead – dumb things down. Assume your audience needs every step explained to them in detail.

The goal of your marketing is to remove ANY possible confusion or friction that could cause someone NOT to buy from you.

How To Do Marketing For Dummies

Go overboard in marketing

Be prepared to go all the way to your customers or potential prospects. You are asking them to subscribe to your email list or buy something from you. You need to take the initiative and meet them on their terms. Remember – they are constantly asking the question “What’s in it for me?” Be prepared with a well crafted answer.

Over-explain

One of the best ways to reach out to your market is to overexplain. Don’t assume that they know the technical jargon your company uses. Don’t assume that they know who to call or what to ask when they do.

One of the best pieces of advice that the late Gary Halbert suggested was to get VERY specific with what a customer can expect when calling your phone. He recommended letting them know the name of your receptionist – what color sweater she wears – and how her voice will sound. It’s these details that put customers at ease and allow them to feel like you’ve got the details handled.

Use simple language

Most people have about a 5th grade reading level. Write your marketing materials with this in mind.

Duplicate instructions

Repeat important instructions or any calls to action. If you have a sales letter and you are asking prospects to do something – be certain to ask multiple times during the letter. Repetition is important.

Pictures are worth 1000 words

Have you ever tried to assemble a product without a diagram and only written instructions? Next time you order from Ikea – try it. It’s hard to do. Add in a few pictures and people can SEE what you mean by the written instructions.

Imagine Simplicity For Dummies

Imagine how powerful your marketing would be if your customers could access your information, products and services without any friction.

Today’s 10 Minute Action Step

Spend the next ten minutes going through your website. Watch to see where it might be difficult for people to find your phone number – email addresses – contact information – or even what it is that you are selling. Remember to ask yourself as you look … “What’s in it for my prospect/customer?”

Now go take action.

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Joel Mark Witt is the Publisher of Folk Media. He is a producer, author, speaker and social media marketing coach who consults with businesses on how to use social media in marketing and communications. Get more from Joel on Twitter.

This post was written by guest author John McGrann.

Is social media networking in conflict with, or complementary to, traditional networking?

The reason I ask is because I have recently joined a formal networking group here in Dubai. I am noting many similarities and some differences with the basics of social media networking. I also sense that generally there is a belief that you engage in one or the other. It’s the ‘old’ versus the ‘new.’ But maybe in the future the best way is to engage neither social media networking nor traditional networking alone – but in ‘total networking’.

Social media networking and marketing is the process of promoting your website or business through social media channels such as Twitter, LinkedIn, Facebook and many more. It is a powerful strategy that will bring you connections, attention and increased amounts of website traffic and ultimately leads for your products or services. It is powerful in building business partnerships locally and globally. Social media networkers need to have a systematic approach to building a large network and targeting their niche audience within it. It includes selecting the best media sites, establishing a presence, growing your virtual network and nurturing relationships. If all that works then keep those plates spinning!

Traditional networking involves formally structured groups meeting on a regular basis with well proven successful processes in place. Most activities take place within the group or chapter. However, connections can be made to other chapters within a reasonable distance. Other members of the group will act as your salesperson generating referrals and new business. Membership is paid annually but should be recouped early.

Both forms of networking generate new connections and new business. They are both based on the premise that we wish to do business with people we know, we like and we trust. They each have a softly approach to engaging connections in our sales process. Strategies are long term and hard sellers and spammers are not welcome.

There are differences, of course. Social media sites are free and accessed from the comfort of your home or office. Building networks and targeting audiences is much easier via social media sites. This applies to customers and business partnerships alike. Joining relevant customer conversations, sharing knowledge and getting help is also much easier online. But traditional face-to-face networking is so powerful and nurturing relationships online is THE serious weakness of social networking. The proven structures and processes in traditional networking yield great results too. Social media prospecting without a system can be time wasteful and frustrating.

The way ahead is to engage in both forms as total networking. Using the strengths of each to address the weaknesses of the other seems the way to go. Add some enablers such as Instant Messaging and Online Meeting software to the mix too. So which form of networking is the best? I don’t know – nor do I care.

They are two sides of the same coin.

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John McGrann is a certified social media specialist and owns Drive ERP, a company geared toward helping businesses with Oracle, SAP and other ERP needs. He has also has experience in finance and business leadership/marketing. Find out more about John on Twitter or his blog.

*Photo by foxumon

Junk mail is everywhere. I actually call it junk marketing. It really has nothing to do with the product being bad. Most people don’t know the difference between their bottom and a bullet hole when it comes to marketing.

Here are some things you can learn from junk mail and what NOT to do.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

*Photo by loop_oh

The personal brand

Charles Manson is a personal brand. He stands for something. When you hear his name you instantly associate him with murder, prison, psychosis and other negative things. But the one thing he has that you don’t…

world-wide brand recognition. He is known by more people than your small business. He has had more interviews and TV appearences than you. Charles Manson is a household name.

He is a brand. And he’s never made a dime from it.

The word BRAND has become meaningless. It’s a great buzz word but what does it actually do for your business? I guess if you’re Nike or Pepsi or Starbucks it matters…

But for you and your business trying to build a brand should not be your primary goal. I know I’ve just peeved off a bunch of people on Madison Avenue and basically gone against what some of my friends and colleagues believe at a core level.

What business is really about

But really … It’s NOT about branding your business. It’s about focusing on your customers. It’s about building products and services that solve problems and meet needs. It’s about making money as a business or making a difference as a nonprofit.

Branding puts the focus on you and your business. To grow, your business must focus on your customers and their needs.

Yes you need to stand for something. But that’s not branding – that’s character and core values.

I’m reminded of a daydream most of us have from time to time in life. We dream about being rich. But money isn’t really the end goal. It is what we think is nessasary to live the life we actually dream about on a deeper level. We think that if we only had millions of dollars we’d have less problems, more time and happiness. The problem with this line of thinking is that it leads us to put emphasis on the tools (money) and not the end result (happiness/freedom).

Brand is the same way. It’s not really a brand we are after, it’s what we think a brand will bring us… more business, growth, sales or nonprofit donations. While having a brand CAN bring all those things, it’s better for us to view branding as a function of marketing not the end goal.

If the end goal is to brand oneself, then Charles Manson would be wealthy and free. So would Hitler.

Don’t misunderstand…colors , logos, names, fonts, design, slogans and marketing materials all matter. But they should reinforce your marketing and sales strategy for getting new business. The goal of a brand is to be remembered as a trustworthy source of a particular solution or product. As you deliver a quality product you will being to gain authority, trust and … dare I use the word again … brand.

Just don’t forget during this process that brand is a function of the end goal … which is  S-A-L-E-S.

How to brand your business

I think Dockers did an excellent job with their 2010 Superbowl ad. It gave a clear call to action and continued their brand identity. But for a small business or nonprofit you don’t have millions of dollars to throw into a branding campaign. Instead of buying Superbowl ads, integrate branding with your response marketing.

You should help people remember you in the midst of giving them a call to action. Make branding part of your process. As my mentor Eben Pagan likes to say, “it’s not about communication, it’s about conversion.” You can communicate your brand all you want, but at the end of the day, conversions matter.

Action Step

Here is your action step for today. Rename one of your products or services.

Let me give you an example. I have a client who works with average looking people to teach them to become professional actors and models. He has developed an amazing modeling technique that he teaches to all his students. I recommended that he name his technique the ” modeling recall method.” I then urged him to add his name to the front of it. This is a simple way of “branding” something that he is already doing.

What are some ways that you can name what you do in a way that helps people remember your business? Spend some time today thinking about something you do in your business and how you can (re)name it. Then leave a comment below with your thoughts, questions or results. I’d love to hear what you come up with.

Now go take action and let me know.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership and How To Use Social Media To Find A Better Job. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

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