Why Marketing Campaigns Fail with CoCommercial Founder Tara Gentile and Media Strategist Brigitte Lyons

Why Marketing Campaigns Fail with CoCommercial Founder Tara Gentile and Media Strategist Brigitte Lyons

The Nitty Gritty:

  • What four big-picture reasons cause marketing campaigns to fail
  • Why it’s important to have a willingness to explore the reasons for failure
  • What are some of the common tactical points of failure

On this week’s episode on the Profit. Power. Pursuit. podcast I tackle the question, “Why Marketing Campaigns Fail” with Brigitte Lyons, founder of B, a marketing and PR agency that works primarily with small organizations to hone their marketing message and market positioning. We discuss some of the main challenges business owners in this new economy face every time they go out and market a new product or service. There are so many predictable reasons why marketing campaigns fail and we examine these roadblocks in this discussion so you can avoid them in the future.

Four Big-Picture Reasons that Cause Marketing Campaigns to Fail

The marketing should be baked into the product that you’ve developed and that requires you starting with your audience.

– Tara Gentile

So often, businesses only want to focus on their successes and never want to look at the reasons something fails. In our opinion, this is a missed opportunity. All the answers you need about your marketing tactics should be answered in your marketing strategy. Too often business owners question if they are posting on social media enough (or too much) or if they should amp up their content marketing. This focus on tactical efforts is always a clear signal that a business hasn’t thought through the strategy of a marketing campaign or really put a road map into place.

The most common reasons that Brigitte and I see for marketing campaigns to fail include:

  1. You put your needs ahead of the needs of your audience.
  2. You don’t set crystal-clear expectations around what success is and don’t run the numbers around what that will take.
  3. You save marketing for last (but it should be first).
  4. You don’t use your failures as an amazing learning opportunity.

Be Willing to Explore the Reasons for Failure

Sometimes it requires a little creative thinking to match your needs with theirs.

– Brigitte Lyons

When you start feeling like you need to convince your customers or they are very excited about your message yet have a very big BUT that holds them back from purchasing, these are red flags that you have a problem. It might be a marketing, communication or messaging problem; perhaps you have a position, product or format problem. Whatever it is, you need to reach out to your customers, preferably in person or on the phone to uncover what they don’t like. It is important to get curious to explore what the underlying problem really is.

Common Tactical Points of Failure

Listen to the full podcast to learn the six common tactical points of failure for a marketing campaign that include relying on social media to sell your products or services and your follow-up (or not following up) and to hear all of our takeaways for why marketing campaigns fail and how you can avoid those issues.

Our discussion is a great intro to a class I will be doing on CreativeLive, “Create a Marketing Plan to Grow Your Standout Business.” If you tune in on August 1 and 2 you can watch and learn for free. RSVP today!

You can also find me {most} Mondays (and sometimes Brigitte joins in, too) on my CoCommercial Crowdcast channel where I talk about the ins and outs of growing a small company you love.

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Finding a Niche That Leads to Success with Photographer Galicia Virgen

Finding a Niche That Leads to Success with Photographer Galicia Virgen

The Nitty Gritty:

  • Why determining a niche and focusing on it helps business thrive
  • How staying in alignment with core values produces success and new opportunities
  • How to capitalize on marketing that also creates revenue

When Galicia Virgen, my guest on this week’s Profit. Power. Pursuit. podcast sticks to her core values within her business, she finds she ends up with a revenue mindset and her business thrives. Galicia is the owner and creative mind behind Photography by Galicia, a high school senior portrait studio and The Twelfth Year, a training resource for other senior portrait photographers.

Finding Her Niche

When Galicia started her photography business, she used to shoot everything—babies, food, families. After being inspired with a creative collaboration with one of her daughters and the resulting confidence boost that a high-quality, personalized senior portrait session had on her, Galicia knew she wanted to give that feeling to other girls.

Becoming niche specific has been a blessing. I have more work than I can handle.

– Galicia Virgen

So, about a year into her business, she decided she wanted to be known as the best senior portrait photographer in her town. To gain experience and knowledge to help her achieve her goal, she turned down work taking pictures of other genres. She studied all she could about how teens think, how they look at themselves and what they look for. She became an expert in senior portrait photography, and now has more work than she can handle.  

Alignment with Core Values Produces New Opportunities

I found such great success when I switched my business model to reflect what my passion was.

– Galicia Virgen

With a go-giver mindset, Galicia has developed new products and services for both businesses based on her desire to serve. She wants the high school seniors and other photographers she works with to become the best they can be. When ideas brew in her heart and her gut, she knows she’s onto something that can make a difference. This was the case for her latest product that develops social media content for teens, by teens that can be used by her fellow photographers to reach their target market.

Street Team—New Twist on Senior Rep Program

Most senior portrait photographers have a senior rep program where teens are used to market the photography business, but Galicia’s focuses on what she can give the girls who participate in it. Called the Street Team, this program is her pride and joy. By delivering above and beyond and making it all about the girls and the incredible experiences they get by participating, it has done more for her business than requiring them to hand out her business cards and other tactics used by other rep programs. She focuses her program on the participants and to help them become better versions of themselves. She treats them like other clients, but they get a lot more perks and bonuses.

To listen in to our conversation, tune into the full episode where we talk about her process, her team and plans for the future.

Why not become a regular listener to the Profit. Power. Pursuit. podcast? Just subscribe on iTunes to get the nitty-gritty details directly from today’s most innovative and successful entrepreneurs who are living the lives of their dreams.

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Self-Publishing, Distribution, and Writing for Wealth with Author Joanna Penn

Self-Publishing, Distribution, and Writing for Wealth with Author Joanna Penn

The Nitty Gritty:

  • How the Amazon Kindle and ebook pricing made it possible for independent authors and entrepreneurs to self-publish and write for wealth
  • Why marketing, packaging, and pricing correctly can expand your sales
  • How mobile, audio, and the growth of the international market are the next opportunities for authors

Ever the entrepreneur, Joanna Penn, my guest on this week’s Profit. Power. Pursuit. podcast and author of 26 books and counting, realized the potential to write for wealth in October 2009. That was when the Amazon Kindle launched internationally and lower ebook pricing allowed independent authors access to a much larger marketplace.

Ebook pricing was a revelation. When the Kindle came out, independent authors could price their books lower and still make good margins.

– Joanna Penn

Joanna’s entrepreneurial mindset quickly realized the potential to sell books digitally to people all over the world.

Online marketing, packaging and pricing

If you are going to publish online, you need to market online.

– Joanna Penn

In 2009, Joanna was miserable at her 9-5 job, so she decided to write her first non-fiction book. After self-publishing and self-marketing the book through traditional channels (PR, TV, and newspapers), Joanna had sold about “three copies.” At the time, she really wanted to tap into the American marketplace that was much larger than Australia’s, so her focus shifted to online marketing to reach those American readers. She ditched traditional media for anything with a clickable link; started a blog in 2008, a podcast and Twitter account in 2009.

Since “you can’t have a career with just one book,” don’t trap yourself into launching a website or social media channel for just one title. Chances are you will write another book, so make sure your branding can encompass this growth.

99 cents made the first Kindle millionaires.

– Joanna Penn

By 2011, Joanna had a number of books and realized that she could leave her miserable job because her income would grow based on the size of her audience and the number of books she had.

In the podcast, Joanna shares her insights about figuring out the right price point to get the highest number of people to purchase your book and why offering something for free to your audience is still very important to build your email list and give them a chance to sample your work to see if they like it.

Under her pen name for action/adventure thrillers, J.F. Penn, Joanna’s first book in a nine-book series, Stone of Fire is permanently free on Kindle. That freebie is like the cheese samples in the supermarket. You go in and try it. If you like it, you’ll buy the whole packet—or in this case, the reader will purchase the entire series or more books if they liked what they sampled for free.

Think of Amazon as a completely different ecosystem. Amazon’s algorithms will recommend your other books that are at a higher price point to shoppers when they show interest in your free book. This is why Joanna uses J.F. Penn for her action/adventure thrillers and Joanna Penn for her non-fiction writing—to fully leverage Amazon’s role as a search engine to get in front of the right audience without confusing the algorithms.

In addition, Joanna is adept at re-packaging her work to be more easily found on Amazon whether by adjusting titles, creating box sets or altering the categories she shows up in. If your book has gone stagnant on Amazon, look at changing the cover, the category, and keywords and putting some ads on it and you may restart the whole thing.

Growth of mobile and international marketplaces

Kindle apps on mobile. Audio through Alexa. Best-seller lists on Amazon. The digital transformation of publishing continues. Joanna predicts the next opportunity for independent authors will be international marketplaces, and a little foreshadowing, it might not be on Amazon.

You don’t want to miss a thing from my conversation with Joanna about self-publishing. Tune in to the full episode to learn more about how she repackages her work and what’s on the horizon for self-publishing.

Join us each week by subscribing to the Profit. Power. Pursuit. podcast on iTunes.

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Rethinking the Fashion Ecommerce Industry with Brass Clothing co-founders Jay Adams & Katie Doyle

Rethinking the Fashion Ecommerce Industry with Brass Clothing co-founders Jay Adams & Katie Doyle

The Nitty Gritty:

  • How emotional intelligence was more important than data intelligence to the cofounders of ecommerce site Brass Clothing.
  • Why product is secondary to connection with your customer.
  • How the value you provide consistently for the customer isn’t just about the product.

The friendship between Jay Adams and Katie Doyle, cofounders of Brass Clothing, began when they were freshmen in high school. They never imagined they would create an ecommerce fashion line together to satisfy not only their own needs, but the fashion needs of a community of passionate women.

Fast forward from freshmen year to when they were both budding professionals—Jay worked with apparel manufacturers and Katie with online fashion retailers—and shared a mutual frustration with the lack of quality and integrity in the fashion world as well as the toll fast fashion was having on the environment and people’s lives. They launched Brass Clothing in September 2014 with a line of five dress styles to solve the problems they had in their own wardrobes and to take advantage of the opportunity to provide something better to like-minded women.

In this week’s Profit. Power. Pursuit. episode we learn about their unique product development and marketing approach that has fueled the growth of their business.

Unique Approach to Taking The Product To Market

We really were trying to take sort of a minimum viable product approach. Not very typical in consumer products, but for us it was really important for us to test our concept and see if there were other people interested in what we were doing.

– Jay Adams

Taking a minimum viable product approach wasn’t the only way Jay and Katie diverged from other ecommerce sites and consumer product businesses. In the spring of 2015, they were ready to attract more customers with their spring/summer product, but they wanted to do it in a financially feasible way so they used a Kickstarter campaign.

When it came to marketing their business, Jay and Katie continued to buck the trends of ecommerce and focused on connecting with their community rather than rely solely on what the data would tell them to do.

Tap Into People’s Emotions And Their Whys

When Jay and I started Brass, we knew we wanted to make products that women loved. Not only just great clothing, but we also wanted to create a brand that people loved. And really build a community around our brand with like-minded women.

– Katie Doyle

Typically, marketing for ecommerce sites is very data driven. Just lean on Google Analytics to tell you what people want. Jay and Katie wanted to focus on the emotional side. They really wanted to build a community. Connect with their customers. Develop relationships. As a result, emotional intelligence was more important to them than the data intelligence.

Listen. Learn. Adapt.

We’re not about cool-girl fashion, we’re about relatable fashion. We’re about connecting with our customers. We’re about helping her. Providing value all along the entire customer experience. Product, emails to the follow-up.

– Jay Adams

Listening to their consumer base continues to be a priority for Jay and Katie to help improve the product and the Brass Clothing experience. Their best-selling items have nearly 200 reviews, and Jay and Katie assess the feedback they receive from their customers to determine how they can improve. In the podcast they share several ways their products and experience have evolved based upon customer feedback including using models in all shapes and sizes to market their products.

One of the most valuable and special parts about ecommerce and direct to consumer brands is you get to own that relationship and communication with the customer.

– Jay Adams

There’s much more in the full podcast including how content marketing was crucial in the launch of Brass Clothing when Jay’s article, The Myth of the “Maxxinista” went viral, how Jay and Katie enhanced their products by embedding services (see the book by Dave Gray, The Connected Company for more on the concept), and how continuous improvement, even on tried-and-true products, is the key to success.

We look forward to sharing next week’s Profit. Power. Pursuit. podcast with you. Subscribe on iTunes and tune in weekly to learn directly from today’s most inspiring entrepreneurs.

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How To Use Other People’s Ideas for Fun & Profit (Without Copying)

Joanna Wiebe on marketing her new content marketing and writing app, Airstory

The more you learn about copywriting (or sales and marketing in general) the more you realize that half of your job is using other people’s ideas.

Now, don’t get me wrong: I am not advocating for copying other people’s work.

Is that clear?

Okay… what I mean is that…

Business is always a process of identifying what works and creating from that knowledge.

Copywriters do this by paying attention to what really grabs their attention, turning that into a formula, and then creating completely original content on top of that formula.

Now, copywriting is a particular passion of mine. I love learning about how it works and I love the way it trains me to think differently.

And when I think copywriting, I think Joanna Wiebe from Copy Hackers.

I had the chance to talk to Joanna about her approach to marketing a brand new project that Copy Hackers has been working on, Airstory.

When I asked her how she was approaching the marketing for Airstory–which Joanna describes as what would happen if Google Docs & Evernote had a baby and let Trello raise it–she said she was really inspired by a marketing campaign that Blue Bottle Coffee had come up with.

They decided they wanted to use the idea too.

Blue Bottle had created a beautiful video “course” on Skillshare that explained the process of brewing exceptional coffee from start to finish. As Joanna told me, the result of watching it was that you couldn’t think about coffee the same way again.

In order for her to use the idea… 

Joanna needed to reverse engineer it.

Her goal is to get people to rethink the way they’ve always done a frequent task: content marketing specifically and writing generally.

After all, that’s what Blue Bottle did. It’s not really about the videos, it’s not really about putting it on Skillshare. The really important part is to understand the mechanism that made that campaign go viral: rethinking the way you do a daily task.

Further, Joanna told me, the real idea is teaching people to be a better consumer of your product so that they’ll only want to choose your product in the future. It’ll be the only one that now meets their standards.

Once she knew that, she could approach marketing Airstory with the “how and what” of the Blue Bottle campaign but with her core goal being to create better writers instead of better coffee brewers.

The videos and distribution channel for the marketing campaign became what I call the “building blocks” of her marketing. But her own product, brand, and customer perspective become what the building blocks are made out of.

You can do the same thing with any successful marketing or sales assets.

What’s more: you should.

I teach our Quiet Power Strategy clients to start looking at every sales page that catches their eye or every email that moves them to click as an opportunity to create a template.

That template is inevitably made up of building blocks that you can use if you only sub in what’s particular to your product, brand, and customer perspective.

Take this blog post, for instance!

  • The first building block (at the beginning) is a shocking or counterintuitive statement that seems to go against cultural norms.
  • The second building block (the bulk of the email) is an explanation of this idea referencing a conversation, in this case, one I had with a successful business owner.
  • The third building block (what you’re reading right now) is a call to action around how to apply this to work for you.
  • The fourth building block (it’s coming, read on!) is a final call to action to check out the whole conversation.

So what are you waiting for?

Listen to Joanna explain this whole process–plus how she interviews prospects to come up with product ideas and how she’s built out two teams to support both the training side of the business and the software side of the business.

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