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INSIDE THIS ISSUE:
Getting Referrals When You Can’t (or Don’t Want to) Incentivize for Them Confessions of an Entrepreneur How Google Boosts Your Workflow Spotlighting Bert Kelly Why Your Marketing Doesn’t Work and What to Do About It The Sheer Power of Storytelling Inbound Marketing Can’t Replace Your Sales Team Testimonial Good News
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THE TRUTH ABOUT BRITNEY SPEARS AND MARKETING YOUR BUSINESS THAT NO ONE WILL TELL YOU
A quick Google search told me that, rumor is, Britney is having a hard time selling out her shows. My own ticket search seemed to confirm that. The question is, why? Why would Britney Spears, a mega superstar (despite what you think of her music), have a hard time selling out a town like Vegas with 40 million visitors a year and only 4,600 seats per day in the venue? Why does she need 1 ½ times (my estimate) the local (on the strip) advertising of anyone else? Here are the truths about marketing that no one talks about. IT IS VERY HARD — EVEN FOR SUPERSTARS — TO GET PEOPLE TO STOP AND PAY ATTENTION. The world we live in is more distracting than ever. There are ads everywhere — especially in Vegas. It takes so much more time, and even shock value, to get someone’s attention. This means you must be
different. You must show up where your competitors aren’t and do things they are unwilling to do to get new customers and to keep your existing customers. What are you doing that is different than your competitors, and is it enough? YOU WILL GET SOME BUSINESS FOR SIMPLY EXISTING. It is true that if you build it, and tell a few people about it, you will get some business — but it isn’t enough to survive. You must do marketing on a daily/ weekly basis. Every month, you should have a plan for how much marketing you’re doing that month. NOT EVERYONE WILL BUY RIGHT AWAY. The marketing you’re going to do today will affect the next 90 days of new business, at a minimum. For us, 29 percent of the new business we are going to get this month will come from marketing we did 365- plus days ago. You have to fill the pipe, and you can’t
Last week, I was in Las Vegas for the trip our customers won for sending us referrals. (I’ll go into more details on the successes and lessons learned from this referral promo in another article in this newsletter.) When I’m on vacation, it takes two or three days before I can get out of work mode and move into vacation mode. But by Saturday, I was no longer in work mode. A funny thing happens when I’m not worried so much about the day-to- day aspects of work. I start to think differently. I start to see opportunities. I focus more on strategy, notice more good ideas, and see patterns. Once this happened in Vegas, I started to really enjoy all the advertising that was all around me. There was advertising for shows, but not all the advertising was equal. Britney Spears had ads everywhere — on billboards, on taxis, in hotels, in the mall — hundreds of ads. When my wife, Mariah, and I were looking for something to do, I looked up to see if they had tickets available, and sure enough, they did. Luckily for me, Mariah didn’t want to go.
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