TES 014 - Oh My What a Marketing Mistake - Lesson Learned - a podcast by Mel Abraham

from 2015-03-03T15:03:25

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This session is a bit different. Mel Abraham shares with you a tale of irresponsible marketing that I experienced recently. The goal is to understand what marketing should be really about, how we can set it for success and the ways to create connection with customers and your team.


 


The Tale of Irresponsible Marketing


I worked with a service provider that helped me to reach and connect with my customers. Within a week, the CEO makes a blog post which starts out as "Death of the business name". It reflects on how the company's creator looks back at his four year old business and realizes that he secretly despised it. This story spans to three posts over a week and it keeps the clients in suspense about the future of the company.


The idea behind it was to create suspense, generate attention and then share their re-structuring plans. The post generated a lot of attention in a negative way. The way it was presented, abused the pristine client-provider relationship.  He should have started with the re-structuring idea instead of polarizing the customer-base.


Lessons that came out of this irresponsible marketing effort


First we need to understand the objectives of marketing.


- It's to create relationships that will convert into sales.


There are 5 objectives:



  1. To capture the market's attention so they notice what you have to offer and how it'll make a difference in their life.

  2. To communicate with empathy to show that you care about the customers, clients and your team.

  3. To create deep seated loyalty by offering your customers a solution that doesn't just solve the issue but also creates a bigger vision for them.

  4. To convey low risk opportunity or entry point for your customers to do business with you.

  5. To connect emotionally so that your customers are with you because they believe in you.


The five questions we need to ask when deciding to go on a marketing campaign:



  1. Is it responsible?

  2. Is it caring and compassionate?

  3. Is it respectful?

  4. Does it build trust?

  5. Does what you are doing create a positive buzz and will people will talk about it?     


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ABOUT MEL ABRAHAM


Mel is the founder of Business Breakthrough Academy and Thoughtpreneur Academy where he helps entrepreneurs bring their businesses to the world and build the lifestyle that they want. Mel is one the most sought after entrepreneurial mentor and strategic thinkers of our time. Unlike many other so called “business coaches”, Mel has lived everything he teaches and continues to do so. Mel has built, bought and sold numerous multimillion-dollar businesses for himself as well as his clients. As the author of The Entrepreneur’s Solution: The Modern Millionaire’s Path to More Profit, Fans & Freedom Entrepreneur, Mel’s strategies have helped build thousands of businesses and have generated hundreds of millions of dollars for his clients, ranging from large corporations to startups and small family-owned businesses.


Mel is a true believer in the entrepreneurial way of life and says that this “new frontier” is the paradigm that will shift society from simply existing to living life bigger, bolder and on their own terms.


Meet Mel at http://melabraham.com/


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THE ENTREPRENEUR'S SOLUTION


The Entrepreneur's Solution is a weekly entrepreneur, business, wealth and lifestyle show where entrepreneur, speaker and author Mel Abraham reveals all of his business and entrepreneur building strategies. Mel is one of our time's most sought after mentors and speakers that not only teaches but also lives what he teaches. Discover how to design, create and build your business so it gives you the life and lifestyle you want.


Subscribe to the free entrepreneurial podcast here: http://melabraham.com/podcast


The Entrepreneur's Solution Blog on Tumblr: http://melabraham.com/blog


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