Picking Your Marketing Strategy

April 3, 2020

Hey Evolving Entrepreneurs,

What is the best marketing strategy for my business?

That incessant question that entrepreneurs ask themselves at every stage in their business. What do I do to generate new customers? Start a podcast? Run Facebook ads? Paid billboards? Charter a hot air balloon with my logo on it?

This question is due for a paradigm shift – because the reality is, there are very few people who woke up this morning looking for your product/service.

Recognize that customers are not found, they are made. The purpose of marketing is to nurture consumers through a process: taking them from aware you exist, to interested in your offer.

One of the most overlooked functions of the marketing process is repetition. Consider this quote from Thinking Fast, Thinking Slow by Daniel Kahneman:

“People tend to assess the relative importance of issues by the ease with which they are retrieved from memory – and this is largely determined by the extent of coverage in the media”

Moreover, consider that in 2004, people needed 7 frames of reference (exposures to your brand) to make a purchasing decision. Nowadays that number is closer to 27 frames of reference!

That is because of the mere exposure effect. People tend to assess a familiar image, sensation, or brand with likeability. The more you see something, the more favourably you tend to assess it.

There are hypotheses floating around the scientific community that this is due to our survival instinct, and when a sensation becomes familiar it is deemed not to be a threat to the organism… but I digress.

When you see a marketing message multiple times in multiple different places, your subconscious asks itself: how come I keep seeing that brand everywhere? What am I missing? It seems trustworthy.

No matter how ‘amazing’ your newsletter is, 99% of people won’t buy from you the first time they hear about you. They will shop around, procrastinate, and forget about you amidst the thousands of other marketing messages they are bombarded with every day.

That’s why a poor marketing strategy = perfectionism.

A strong marketing strategy = repetition.

What that means for you – especially if you’re just starting on your marketing journey – is to focus on 2 things: giving value, and consistency.

Put the blinders on. Ignore shiny objects. You don’t need the latest landfall marketing course that costs $1,997.

Pick two courses of action and stick to them.

For example:

  1. a drip email marketing campaign to your list 2x/week via ActiveCampaign
  2. posting 3x/week on Facebook and Instagram

That’s it! Let me know if you have any questions. Happy Marketing!

Your advisor,

What I’m Reading:
How to Fail at Everything and Still Win Big (audiobook) by Scott Adams
Hilarious listen on Audible. Great high entertainment value and strong applications for business.
Key takeaway: if you don’t understand social psychology, you will live your entire life at the effect of it.



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