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Marketing Top Tip Battle!

Write something useful to go viral

Your article is more likely to go viral if it is seen as being practically useful.

Don't worry too much about giving away secrets (unless you're Coca Cola, obviously). The role of such an article is to prove to the person watching that you actually know what you're talking about.

So , you do have to know what you're talking about. Obviously if you go out as an expert and get something wrong, the flack will last forever, so only do this in your areas of expertise.

In Neil Rackham's major sales buying cycle, once someone has decided to do something about a problem they are having, they look around for all possible solutions. One might be "I'll do it myself". Your instructional video or article reaches those people, and if they like it, they'll share it. I shared, for instance, a guide to replacing my phone screen which I'd used successfully.

The value comes back to you from those people who look at your video or read your article and say to themselves "I haven't the time to do that", or "that bit looks hard" and then you have their trust. They can see you know your stuff, so you are very likely to receive a call saying "can you fix this for me?" You'll receive a load of inbound links to your website, too, which will help with SEO, and you might even find yourself at the top of Google for the query you are answering.

Once you have a new client through this, of course, there are opportunities for upselling, building an ongoing relationship through email marketing and to build your testimonials, star ratings & word of mouth recommendations especially if you use something like https://getfivestars.com (I'm a reseller, so if you fancy that, talk to me).

For topic suggestions in your area, I suggest looking at Quora (or any other online forum) to get a regular supply of user questions that might prompt you to write a how-to.

One final thing. When we are expert, perhaps even the definition of being an expert, is that we internalise our skills. They become second nature, unthinking ways of being. This is what you mine to get your article, and so you have to learn how to become aware of what is obvious to you, but a revelation to everyone else.



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If you have 1,000 customers paying on average £50 ..

If you have 1,000 customers paying on average £50 over their customer lifetime for a total income of £50,000 .. apply the 80/20 rule ..

200 of your customers are bringing in 80% of your income, or £40,000.

Apply 80:20 again:

40 of your customers are bringing in £32,000

Again:

8 of your customers are bringing in £25,600

Again:

2 of your customers are bringing in £20,480.

Doesn't it make sense for them to be treated really well? Some sort of platinum club?

>

Come back another time for the ability to vote and make your own marketing planner.

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Who is A Million Tweaks?

John Allsopp

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 john@johnallsopp.co.uk 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?