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Being A Marketer Is Damn Tough BUT…Possible In 9 Simple Ways

Look, whoever said “being a marketer is easy” is the BIGGEST liar of this century. He probably lives in the basement of his parents’ house and could not market his idea to his dad even, because for all I know…

Marketing—I mean, marketing anything, whether it is a new product or rebuilding an old dying brand—can turn out to be the hardest challenge of your life, unless you are eating dinner with the managing director of IBM or recently resigned as a Chief Technology Officer of Twitter.

In the super-competitive market that we live in today, expect to put in all your resources plus at least 80-90 hours per week and still you might find it not to be enough. In short, being a marketer dares you. Being a marketer drains you. Being a marketer punishes you…like you are a pet dog. Whew!

The question is, can you sustain this onslaught on a daily basis? Perhaps not, unless you include some serious productivity hacks in your daily life.

Divide Your Full Day Into Convenient Time Blocks

Whether it’s 15-minutes or as long as an hour, it’s your call. However, you need to segment your whole day and allot each time block to a single task. Read it again, SINGLE task. Do not multitask—it negatively affects your productivity. Do not create a to-do list. Create a schedule instead. You will benefit just like Rebekah Epstein did:

“Not only did this make me feel significantly less stressed, I was getting more done in fewer hours!”

And oh yes, it’s “crucial to make sure you record all your meetings and appointments in one place instead of having them scattered throughout different calendars, notebooks, and apps,” writes Alexandra Weiss, a partner at CA Creative in New York, via email. “Not only will it save time to only have to check one calendar but it will also help ensure that you are not double booking or missing any meetings.”

Keep Distractions Out Of Your Way

If you study some of the most successful marketers in the world, you will find one thing in common: Focus. Stop checking your emails every 10 minutes. Keep your phone on the silent mode or just switch it off altogether when you are working. Take three 15-min breaks to check your emails and voice mails during the day.

Alex Turnbull, CEO-Founder of GrooveHQ writes:

“A sec” probably means a 3-5 minute conversation is about to take place. But the cost of that conversation isn’t just those 3-5 minutes.

Scientific research shows that you need at least 23 minutes to regain attention. Ouch, 23 minutes of non-productively as a marketer—that’s quite a lot!

Preparation Is The Key To Your Marketing Success

Nothing is more than this one. Mr Opportunity might be knocking on the door but if you aren’t there to open it, it’s no use. Mr Opportunity is a fickle-minded and busy person. He won’t wait forever. Prepare beforehand. Start with the end in mind and work on it. So, when the time comes, you are ready to take advantage of it.

As per the words of Eliyahu Goldratt:

“Good luck is when opportunity meets preparation, while bad luck is when lack of preparation meets reality.”

And oh, I have to let Will Smith, one of my favourite Hollywood actors speak here. He is massively successful and just plain awesome at his art, and he says:

“I’ve always considered myself to be just average talent and what I have is a ridiculous insane obsessiveness [sic] for practice and preparation.”

In the marketing niche, who wins? Not the one with the most talent, but the one who puts in the highest level of effort. Resources matter but only to an extent.

I don’t boast often but I must share this little fact about myself. I became a copywriter long before I even completed my college education. I know a plenty of copywriters who have completed their University education and still haven’t gotten hold of the basics of digital marketing. The problem is, they don’t put in the necessary effort to perfect themselves in their art.

But I did. I spent nights completing the AWAI course and reading the Halbert Letters. Put in the effort, man or woman (I am not a sexist, you see).

Set SMART Goals For Every Quarter Or So

Break down the BIG goal into smaller, achievable and quantifiable goals for the short term. Write them down on index cards and paste them in front of your desk. Not only does it help you to keep focus in your regular endeavours, it ensures that the whole business goes in the right direction.

The trouble with not having a goal is that you can spend your life running up and down the field and never score. – Bill Copeland

In his fantastic book, “Delivering Happiness“, Zappos CEO Tony Hsieh describes how offering smaller, but more frequent promotions had a measurable increase in employee satisfaction, even though the final accomplishment was the same. Instead of offering one big promotion every 18 months, for example, the management at Zappos found that offering smaller promotions, say every 3 months, would result in increased employee satisfaction and motivation.

You can take this lesson and apply it to your own life. Take the mountains you need to climb and break them up into smaller hills that you can walk. You’ll be happier and more motivated to start working towards that next milestone on your way to marketing greatness.

Work Urgent Tasks First And Delegate As Much As You Can

This is against popular opinion but involves a far more effective strategy. You measure a task on a 2D scale of impact and effort. You finish the “highest impact, highest effort” tasks first and “lowest impact, lowest effort” ones last. What I mean by that is, you should always reward your mini self by finishing off the quick and easy starts, and leave the most complicated tasks to tackle in the end.

And always delegate the tasks you can. As much as you would like to say to your wife, you are not a Superman or even a Batman. You cannot do everything alone. You need help from your in-house associates. You need help from your outsourced staff. In fact, make sure you do only what you cannot delegate to others.

Remember not to work in your business but to work ON your business. (This is mainly applicable to the C-level marketing executives.).

Maintain Daily Routine Of At Least 1 Hour Yoga (Preferably)

If you ask me, yoga has a unique way of rejuvenating your mind and body and strengthens your Self to take on what comes your way. Every successful marketer comes with a strong, resilient spirit, derived from a healthy body and mind. It’s not sitting at a desk for 9 hours after all.

Bonus Tip: Meditate for at least half an hour every day (twice is always advisable).

Shrimati Bhanu Narasimhan of Art Of Living Center In California says, ““Meditation is the mind without agitation.” It’s about sustaining “mental hygiene”. Stanford Researcher, Emma Seppälä, who is also the associate director of the Center for Compassion and Altruism Research and Education at Stanford, says, “It’s very empowering.”

Personally speaking, I meditate whenever I can. And I recommend it to everyone I come across, sometimes even 5-year-olds! (Their moms always love that BTW. I don’t know why.)

Start Your Day By Writing A Journal

Again, this is not what they (pointing at the pop psychologists) will suggest. They say, write the journal by the end of the night—a great way of letting out your emotions and go to sleep peacefully. But as an entrepreneur, you can only sleep peacefully when you have done your day’s work properly.

That happens when you start your day with a little pep talk via the journal. You are basically talking about yourself. You are the patient and you are the psychologist. You listen to your own questions in your “struggling” marketing life (we all go through this) and you yourself start providing answers for the same.

What’s more? Journals can be a great way to start self-discovering yourself.

Paul Smith and Betty Smith, both fashion designers, keep their creativity alive by regularly writing in a notebook. Great writers like Virginia Woolf, Maya Angelou, Ralph Waldo Emerson, Henry David Thoreau, Sylvia Path and Alice Walker along with hundreds of writers across time who all kept diaries and journals which has informed their writing and creative productivity.

As the life coach and author, Jackee Holder states:

“Journals are creative portals. Because you’re in dialogue with your inner life when you write in a journal, you solve problems and get creative. Keeping a journal can be both a clearing-house and – in the next word, sentence or page – become an incubator where you tap into your imagination and unleash your creativity and ideas.”

Keep Gathering Daily Lumps Of Gold In Your Knowledge Ville

I cannot stress much on this one. Not only reading stimulates you mentally, keeps you updated with knowledge and builds up your analytical and critical skills, a new study shows that for men, access to books from a young age corresponds to higher earnings over a lifetime.

Now you are listening. It’s not me speaking. It’s Charlie Munger speaking. (If you haven’t heard about his name before, forget reading this letter and Google his name right now.)

“In my whole life, I have known no wise people who didn’t read all the time — none, zero”.

Take the richest man in the world, Bill Gates, who reads 50 books a year, or Buffett, who spends as much as 80 percent of his day reading.

Eat A Live Frog Every Morning. Seriously!

Mark Twain once said, “Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.” He may not be a young entrepreneur, but his advice still stands over a century later: if there’s something you’ve been dreading doing, don’t let it drag on — just do it and move forward.

Research by Roy Baumeister shows that our willpower starts off high and then depletes throughout the day. Other research shows that starting a goal but not completing it (a.k.a., procrastinating) makes us less effective at the next tasks we perform.

The truth is, being a marketer and watching consumers talk about that old shitty brand in a new light or the sales graph go up every quarter can be a fulfilling life achievement, but only if you make yourself capable of being one.

Or else, know the feeling of drowning? Imagine you are drowning in the middle of the Pacific and nobody is there to save you. That’s how you will feel every day.

You sure don’t want that, do you?

Contently yours,

Ron C, Copy-e-Writing

6 Email Marketing Best Practices…Take It Or Leave It

In 2019, the average email user is expected to receive 96 emails per day. How can you make your company’s emails stand out?

Are you thinking what I am thinking?

Look, emails can be a great way to build customer engagement and drive sales, but all too often this potentially powerful resource is misused and overused (as is expected, we marketers were never really known for taking our economics classes seriously! We just don’t know when to draw a line. We beat the best strategy to a pulp…always. But that’s best kept for another discussion.)

Okay, so where were we?

Yeah, abuse of email marketing, right.

Improper use of e-mail campaigns is not just a waste of your time and money, it can also wind up driving away customers. Take it from an email marketer with “almost” a decade of experience.

Here are six tips to help you get started with successful, productive e-mail campaigns.

1. Start with a clear goal in mind

This is not just the starting point of a successful campaign—it’s the most important part of planning. Without a clear goal, how can you make your message to the customer clear? A clear goal will include what action you want your customers to take, how you will motivate them towards this action, and which group of your current or potential customers you are targeting with your message.

2. Target the right audience

It doesn’t matter how well-crafted your message is if it isn’t reaching the right people. The segment of your current or prospective customer base should be directly in line with the goal you set for your campaign.

Example 1:  Opening a new physical store

If you’re planning on opening a new physical store, you will want to make your customers aware of this – but, which customers will care? If you’re opening a new store in Arizona, sending this news to your online customers on the East Coast will not be ideal as the news is irrelevant to them. An effective target group would include online customers with Arizona based addresses.

Example 2:  Offering a new product

If you’re trying to make customers aware of a new product being sold on your online store, you will want to target the customers most likely to not only buy the product, and filter out any customers who would not be valuable targets. You might consider building your target group around customers who have purchased items of the same brand before, but have not purchased a similar product recently.

3. Take steps to avoid spam filters

Unfortunately, the prevalence of junk and scam e-mail means that part of creating an effective campaign is taking steps to ensure that your marketing message is not assumed to be spam and filtered out before it ever reaches your customers’ inboxes.

  • Keep your e-mail lists clean. Lists with a large number of invalid e-mail addresses are more likely to lead to future e-mails being considered spam.
  • Have a clean subject line. The most common junk e-mail subject lines are: “Act Now” and “Limited Time Offer.” Spam filters tend to use these as red flags to determine if a message is spam or legitimate marketing. When in doubt about a particular subject line, check your own junk e-mail folder and see what phrases are used there. Similarly, avoid typos, using all capitalized words, or multiple exclamation marks in the subject line, as these are also frequently associated with spam.
  • Don’t use too many images. A high text-to-images ratio is very common in spam. Most e-mail service providers recommend having about a 60/40 ratio of text-to-images in your message.

4. Send your e-mail at the right time

Typically, messages sent overnight or late in the day end up being deleted rather than read. The best time to reach your customers will vary based not only on your industry, but your customer base. MailChimp has done a large amount of analysis on this topic and has a helpful article that covers the best times in detail.

5. Create click-worthy content

Once a customer sees your e-mail in their inbox, the battle is only half won. The effectiveness of your campaign now rests on the content of the message. Consider three things when creating your content: an enticing subject line, an easy-to-navigate layout, a clear call to action.

6. Measure the effectiveness of your e-mails

The most common measurements to look at are open rates and click-through rates. These metrics give you an idea of how many people your message is actually reaching and how many of those customers are actually acting on your messages.

As a marketer, you already know that nothing is set in stone. We create. We innovate. We sell.

However, these are the pointers that have kept the marketing campaigns straight and my clients sane and healthy in today’s tough market.

So, you MAY take the pains to keep this in mind.

Why Most Email Newsletters Fail

Tools like Curated, Goodbits and TinyLetter made it easier than ever to start a newsletter. Many people took advantage of these great tools and began building lists and curating content.

The problem?

These tools don’t suddenly make people care about what you have to say. Marketers, the chief offenders of bad emails, took it too far this year. Most newsletters flopped, whether the creators are willing to admit it or not.

Here are a few reasons why most newsletters fail along with some suggestions on sending an email that actually works.

They don’t start at the beginning.

Most newsletters send recent posts to subscribers. Regardless of when the subscriber joins, everyone receives the same information at the same time. Dropping a reader into the content slipstream is the easiest way to send a newsletter, but it’s certainly not the best.

A new visitor to your site lacks context. How has your blog evolved? How do you help people succeed? What do other readers know that they don’t?Answering these questions goes a long way towards earning loyal readers.

New subscribers to the Vero blog receive a six-step campaign. The first email welcomes the new subscriber and shares the Vero blog “Hall of Fame.” These aren’t our most-trafficked posts, they are the highest-converting posts.

Next, we send a series of five emails explaining how we can help them succeed. We offer content as well as tips for using our app to send better emails. Within the first few days of subscribing, we send four emails. We want to provide the most useful information we can while the reader’s curiosity is piqued. After this campaign ends, subscribers simply receive our normal weekly newsletter.

Our strategy isn’t perfect, but it’s worked well. More than 50% of the early emails are opened. That’s more than double our weekly newsletter.

New readers need different information. Tailor their initial experience with a simple campaign to get them up to speed as quickly as possible.

There is a disconnect between the audience and the content.

This problem isn’t unique to email marketing, but it’s the reason many newsletters go unread. People subscribe to newsletters for information that will help them succeed in their work or personal life. Promotion, therefore, falls on deaf ears.

This is the exact reason email can’t be viewed as a channel. Email can be used to build relationships at scale, but it requires that marketers move away from a “channel” mentality and towards a “user experience” mentality. That may seem like a subtle difference, but it results in completely different messaging. Marketers that view email as a channel gravitates towards blast emails and promotions. They burn through lists without regard for the subscribers’ needs or wants. Marketers that focus on user experience deliver content that helps the subscribers succeed. They, in turn, are rewarded with loyal customers.

It’s what ad man Bob Hoffman calls “brand babble”:

Modern marketing is operating under the delusion that consumers want to interact with brands, and have relationships with brands, and brand experiences, and engage with them, and co-create with them.

Sorry, amigo. Not in this lifetime.

Make sure the content of your emails is what your readers need. Without empathy, your email is doomed to fail.

It’s sent too often or not often enough.

Creating a publishing schedule is a positive constraint that results in big wins for your business. This starts by setting an expectation during the signup. If you promise an email every day, you better send one every day. And if you promise one every month, you can’t send one every week.

A schedule is a key to creating habitual readers. They must know when to expect your emails or your results will be wildly inconsistent. If you plan to test subject lines and calls to action, send time is a variable you need to consider. Make a promise to your readers and keep it.

Users don’t actually ask for them.

Email marketing is the pinnacle of permission-based marketing. This means you have the privilege, not the right, to communicate with prospects, leads and customers. It’s the #1 reason we see email marketers fail and the #1 reason we see them succeed. As Seth Godin says, it’s all about building trust and earning respect.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

If you’re sending your newsletter to trial sign-ups who didn’t explicitly request your emails, you’re breaking that trust.

Respect the inbox, deliver value and you can succeed.

Secret Technique: Increase The Email Opening Rate Of A COLD List by 300%!

“Is it feasible to warm up an email list that is cold? And what is the best way to do this?”

I got an email asking this question to me. And here’s my answer:

“Yes. Admitting the error and recharging the list with contents of value. It uses a technique called the owner’s email. ”

If I remember correctly, it was Érico Rocha, from Launching Formula, who cited this technique in some of its contents.

Every time I applied it, it worked out really well. Let me explain it to you. It can be a perfect way for you to reactivate/start communication with your clients.

Let’s take a real-life example: Ricardo Gui, who I know personally.

He owns Cactus do Brasil, a company that has been selling jewellery equipment for more than 15 years.

He gathered all the customer emails he had. More than 7000.

Cold list.

The first re-entry email is below:

Title: E-mail of the owner of Cactus do Brasil

Hello, this is Ricardo Gui, founder of Cactus do Brasil, all right?

Although we have been supplying machines and tools in the jewelry business since 1999, you are not accustomed to receiving my emails …

… but this will change from TODAY!

I realized that I was not helping you the way I can, after all I have a lot of experience and valuable information to share with you, all with a great goal:

Make your work MORE EASY PRODUCTIVE AND PROFIT!

From now on I will share all this with you, who have already bought products from Cactus or at least already talked to us.

At least once a week I will send you an email with useful information for the entire jeweler industry, and my newest PASSION: 3D PRINTING.

Hugs and see you soon,

Ricardo Gui
099 9 9999-99 (WhatsApp)
cactusdobrasil.com

PS: At the end of each message you always have the option to unsubscribe if you think my tips are not being valuable.

PPS: While the next message does not arrive … answer this email or send me whatsapp telling you the questions. I’ll be happy to answer you.

This was in August / September 2016. He kept sending new emails with text and video content.

And then he reheated this content and created the blog voce.cactusdobrasil.com.br that was initiated with several posts, exactly the same that he had sent by email.

Take out their notepad and note down that it did not start with a blog or YouTube channel. It began by re-establishing a communication with the customer via email.

No offers for about 2 months, and still, it made some good sales.

Did you like the technique “the owner’s email”?

Conquering a new customer costs 5 or 6 times more than maintaining an existing customer.

I see a lot of people sweating and spending INSANE amount of money to get new clients. But heck! They do not do any systematic tracking of old clients.

LET’S SEE ANOTHER EXAMPLE?

3 friends of mine created a course company, called Saggio Cursos, to offer engineering courses for students at our University.

Some courses went well and others did not. Well, as it would happen, they called me to take the Marketing part of the Saggio Courses.

To begin with, it’s my personal experience that we should focus on the relationship with the list. I realized that they were using the list anyway, pushing products, without even trying to create a relationship with this audience.

They used a new list, and it was a fiasco. Even E-goi blocked the account after sending these emails.

A mere 11% opening rate!

And then I thought about how I could use these same lists but with another footprint and generating value for the subscribers.

I took that Owner’s Email pattern used by Ricardo da Cactus do Brasil and I re-modelled it for my purpose. I used their partner company to send the emails.

The result: since 2014, people had been registering in events, lectures, courses and workshops the partner company as well as subscribing for Saggio Courses. I thought of sweepstakes of 2 exchanges to generate value for the staff and start to have a closer relationship. (The name is the email needed to be someone else, of course.)

The following is the text sent to subscribers:

Subject: You deserve a gift!

Hello, here is XYZ president of XYZ Consulting, all right?

Although we have been promoting entrepreneurship in Fumec since 2014 and training students for the job market, you are not accustomed to receiving my e-mails …

… but this will change from TODAY!

I realized that I was not helping you the way I can, after all I have experience and valuable information to share with you, all with a great goal:

Make your academic life more productive!

From now on I will share all this with you, who have already participated in some of our events and projects.

At least once a week I will send you an email with useful information about entrepreneurship, junior company movement, technological area, innovations, engineering in brazil and abroad, training courses …

To start WELL this our relationship, I have a novelty for you!

XYZ has partnered with Saggio Cursos and has got 2 scholarships to be presented.

1 bag for Excel Course – Analysis, Display and Data Manipulation

1 bag for the Oratory Course – Mastering the Art of Speaking in Public

We will raffle those 2 scholarships for you that have always been part of our activities.

To participate in the draw, just click on this link -> [blank]

Hugs and see you soon,

XYZ

(99) 9.9999-9999 (WhatsApp)

https://www.facebook.com/xyz

PS: At the end of each message you always have the option to unsubscribe if you think my tips are not being valuable.

PPS: While the next message does not arrive … answer this email or send me whatsapp telling you the questions. I’ll be happy to answer you.

PPPS: If you can not access the link above, click here you will be redirected >>>

Here is the result of the campaign, after 2 days:

With the same list, I increased from 11% to 40% opening rate, an increase of a whopping 300 PERCENT!

This email redirected people to the draw link, so I was able to put a tag on who actually participated in the draw and had an interest in the courses, letting me pre-optimize for the upcoming courses.

Here’s a little stat for you:

Of the 95 people who clicked on the link, 86 registered for the draw. Not bad, right ?!

Ahh, In addition to having a great opening rate, I started getting messages in our email about the initiative to share information with students. Lovely interaction!

Just an experience and a cool handy technique in case of need.

And hey! If you decide to use the “owner’s email,” then post your comment below by telling us what the result was.

And if you have other strategies for maintaining the relationship with your customers and continuing to sell to them, share with us!

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