What small, specific piece of information could you give away that your market really wants?
For me, I'm working on a speedy cheat sheet about Facebook Ad targeting. "10 ways to effectively target your Facebook ads", something like that.
I'll push that through Facebook advertising (naturally) and the people who download it will clearly be interested in running effective Facebook ads. Once I have their email addresses, I'll follow up with email offers about my Facebook ads services: maybe I could run their ads for them or maybe they want copywriting or video creation.
Lead magnets help you build an email list of hungry buyers.
What could you give away, and how would you target the right people? What would be your follow-up sequence? What's that worth to you if you can get it right?
(This is what http://www.surgemarketing.co.uk does, if you want any help.) >
.. expert predictions, at least, are overrated.
"For a number of years, professors at Duke University conducted a survey in which the Chief Financial Officers of large corporations estimated the returns of the Standard & Poors index over the following year. They collected 11,600 such forecasts and found that the correlation between their estimates and the true value was slightly less than zero .. The truly bad news is that the CFOs did not appear to know that their forecasts were worthless " .. they set their confidence limits and were grossly overconfident.
"Completely certain" physicians about the diagnosis of an ICU patient were 40% wrong after post mortem.
This is our fault. We prefer confident experts over those who tell us their doubts.
"Experts who acknowledge the full extent of their ignorance may expect to be replaced by more confident competitors who are better able to gain the trust of their clients."
When the rubber hits the road, we want our experts to tell us what to do, not give us a range of options along with uncertainties.
Being overconfident leads to taking on more risk, not because risk-takers like risk, but because they are unaware of it.
Optimism, a different thing, is highly valued. So someone who is optimistic and confident can lead us all into a financial crisis.
Optimism brings with it resilience in the face of setbacks. Optimists take credit when it goes well, but are less keen to take blame when things go wrong.
So where do we go from here?
In the face of a confident expert, perhaps ask for an enumeration of the risks and be aware that you will be quite willing to believe your confident expert simply because of their confidence, and that confidence may be entirely unfounded. So if you feel differently, ignore your expert.
If you are an expert, it helps to be optimistic and fairly confident and if you are self aware, to keep separate your self criticism from your public face.
I've been advocating listening to your inner voice quite a lot lately. In the case of a confident expert, your inner voice is lying to you. Normally we would counter the subconscious with conscious evaluation using hard facts and a spreadsheet but I'm tempted to say that won't work either, since everyone is economic with the truth at interview. Just be aware that your expert may not know the risks they are asking you to take. That's for you to decide.
Come back another time for the ability to vote and make your own marketing planner.
There are lots of freelancers, sole traders and small to medium sized businesses who don't know how to market themselves, what next step to take. Perhaps you are one of them. Even if not you might be too busy, not have the required skill, or be clean out of budget to make it happen.
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Hi, I'm John Allsopp and I founded A Million Tweaks in 2009 to do just what it says, continually improve marketing systems.
Nowadays I'm still just as hungry to learn the latest and most effective marketing techniques in what is an incredibly fast moving world. Basically I buy all the training courses so you don't have to.
Actually that's not an insignificant thing. Back in the day I got a first in my degree (Internet Computing) because I did the work, obviously, but also because I studied well and that means taking information from different sources and mixing things up to find the truth in the middle, and I still do that today. I remember waking up one Sunday, switching on the wooden, push button TV we had next to the bed and Tony Buzan came on with his mind maps .. it's still how I study now.
There used to be a very popular service that read all the business books and summarised them for busy executives. I'm not sure if that's still going, but this service is like a modern equivalent, except we'll actually do the work for you too if you like.
In marketing, however, there is an absolute truth: the result. It's often more effort to talk about marketing improvements than to enact them. Don't talk: test. If it works it works. So A Million Tweaks is about making small, low risk changes every day and iterating our way to your fame and fortune.
Anyway, I was supposed to be introducing myself in this box. I live in Scarborough with my partner (who has ME/CFS). I'm 6'6" tall which I think makes me an observer. I drum in a ska band (come see us it's a great night) :-)
If you want to get in touch there's 07762 941921 but best for me is email email@example.com or hook up with me on Twitter or LinkedIn. Even better, fill out the form on this page and let's get talking about how we can apply some of these marketing improvements to your business, it's no good left stuck in my head now, is it?