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How to promote value to a customer

You know that there is no value in saying, "Our product offers great value...", right? The alcohol industry has this concept down to a tee. You'll never hear an advert that says, "Johnnie Walker Private Collection Whisky, So valuable.. it will cost you an arm and a leg". Instead, they show you visuals of successful gentlemen who follow a lifestyle that suggests value. Your goal should be to suggest what makes your product or service valuable without actually using the word value. The moment you mention the word value, you automatically sound like you're lying. How many LinkedIn inboxes do you get that tell you how they have a valuable offer for you? And you never respond. Why? Because there is no value in saying the word value.

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Understanding Customer Expectations

Do you remember the first time you ordered a Big Mac? That moment when you unboxed it and thought, "Wow... this is definitely smaller than what it looks like on pictures". It's a similar feeling to the one you get when you buy a packet of Lays potato chips. The packet is usually so swollen but the moment you open it you realize it's filled with 99% air. Customer expectations are really interesting and some companies have got it all figured out. McDonald's have tested exactly how small they can make the Big Mac. They've made it small enough to make a decent profit and big enough for you not to lay false advertising claims.

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Why Your Digital Campaign Is Not Selling

Sometimes the reason your digital campaign might not be working could be as basic as the fact that your offer sucks! Testing is a key part of running any digital campaign and the first thing you need to test is whether people would click on your offer if it was for free. You’d assume that people love “free” things but that’s not always the case. Most people won’t click on a simple offer even if it was for free. They say a picture says a thousand words but not really. An image can grab attention but the copy will always be what drives the action. Make sure you’re saying the right things to drive a potential customer to click through on your offer. Make sure the offer is solid by testing if people would click it if it was for free. Once you have the offer on-lock then you can work around how to price it.

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Intent or Interruption Marketing

Before you go wild on your marketing strategy it's really important to understand which arena you're playing in. Whether you are taking the intent-based marketing or interruption marketing approach. The obvious question would be, what is the difference? An example of Intent-Based marketing would be when you search for a "restaurant near me" on Google. This is when a customer is actively searching for your product or service. Interruption marketing is that TV ad, billboard or random sales call that catches you off-guard. However, social media marketing has slightly blurred the lines. By correctly using targeting, you can interrupt customers who sort of have the intent to buy what you might be selling. Ever been looking at a potential holiday destination and when you get on Facebook you find ads offering getaway packages? How does this all work?

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It takes a village to build a tribe

The biggest challenge most people face when building their online communities is that they make it a selfish process. Whereas in reality, communities are built from shared experiences and beliefs. Most people go through what I like to call the Juju effect. Ever paid attention to the E.F.F? They give out the impression that they understand what the regular South African believes and aspires towards while overlooking the fact that most South Africans hate dictatorship more than they hate the issues the party is always hammering.

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Think Context before Content – A Nando’s Example

What makes Nando's so relatable on social media? Apart from the fiery personality and tone they always have, the fact that they always speak to relevant topics is key to their success. Instead of bombarding us with unsolicited ads of how tasty their chicken is or latest specials, they always find a way to include themselves in hot and sometimes daring conversations. You might post a negative review and instead of getting the robotic "Dear valued customer, we have escalated your concern to.. blah blah blah" type responses, they might make light of the situation in a relatable and more person-to-person manner. Many brands fail to achieve this type of success online because they don't understand the power of context in the world of content.

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The difference between a feature and a product

How often do you use your cellphone? Your Tablet? Okay.. and your laptop/Computer? Let me use these three examples to show you the difference between a feature and a product and the risk of mistaking the two. This can be the difference between success and failure in launching a new business. Your cellphone and laptop are great products. Your tablet, on the other hand, is a great feature. Why? When you want to do anything mobile, you'll grab your cellphone intuitively. When you want to write up a proposal, you naturally use your laptop. But most of us got tablets because it was just something cool to have. A great feature. Features are a short-term play. Like fidget spinners, hoverboards, selfy sticks... all features that will make you a quick buck, however, you can't build a long-lasting business based on a feature. Long-lasting businesses are built on great products.

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Why do you still use demographics?

Ever watched a dating show where they ask the single person what kind of individual they are looking to date. Generally, ladies would say things like; "I'm looking for a tall guy with short hair, dark and maybe has a beard too". A very general description. Almost the equivalent of companies saying they target males, aged 25 - 30 who use smartphones. You see the flaw with demographics is that they are not as specific as we've been accustomed to believe. Do you know how many different combinations of interests, behaviours and personalities there are in any given age range and location spec? Just like how the single lady might end up with a tall dark and handsome guy with a shitty personality and bad temper, companies advertising online based on demographics may be targeting the wrong people. Psychographics! You may not have heard of them but they are what you should focus on.

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